Credits:

The video highlights the environmental and low carbon advantages of public transport. The campaign targets individuals (urban inhabitants) and empowers them to play a significant role in the climate change issue through their mobility choices. The video has been created in the style of a child’s drawing and represents the world through a little girl’s eyes. This delivers an emotional appeal and a voice of hope for the future. It signs off with the message, ‘The world is your home. Look after it.’

UITP estimates that at least 50% of all urban car trips are less than 5km in distance, which puts city motorists in a pole position in protecting the planet by reducing carbon emissions from cars. This is echoed in the sign-off of the commercial, ‘The world is your home. Look after it.’

The ad is being officially launched at UNEP’s 10th Governing Council / Global Ministerial Environment Forum in Monaco on Thursday 21st February 2008 and starts airing on TV from the 22nd February 2008 for a period and again from June 1st onwards to coincide with World Environment Day. It has so far been translated into French, German, Spanish and Japanese, and further languages follow as the campaign spreads into new markets.

Agency: McCann Erickson London
Advertiser: United Nations Environment Programme
Brand: UNEP
Product: International Association of Public Transport
Business Sector: Environmental & Ecological Issues
Tagline: The World is your home. Look after it.
Creative: Team Will Shepherd, Ian Boyle, Mike Longhurst, Jeremy Davis, Susanna Neal, Simon Tofield, Lynn Holowell
Sound Producer: Paul Burke