2008 Finance Winner

Finance/Insurance/Government/Corporate/Real Estate Winner

TITLE: Change Climate Change
AGENCY: Bellamyhayden
CLIENT: The Climate Institute

Sponsored by

OBJECTIVES
The challenge was to make climate change a key issue during the 2007 federal election.

CAMPAIGN
The solution was to influence the political agenda through widespread PR. A fictional political party, “The Futures Party”, was created. At the helm was a nine-year-old, Jack Simmons. The campaign started with a TV address to the nation, from the young leader. Party supporters were then recruited through radio and online and one-to-one campaigning on the street. Fittingly, the election vehicle was an ice-cream van.

RESULTS
The campaign generated an estimated $1.5 million worth of PR. Research concluded that climate change became a key voting issue –70% of ALP voters in marginal seats considered climate change was a key policy difference between the ALP and the Coalition. One of the first initiatives undertaken by the new ALP government was to ratify The Kyoto Protocol.

Judge's Comments
The entry demonstrated a truly unique approach to get climate change on the agenda in the lead- up to the federal election. The entry was a clear
winner for the following reasons:

Generated a huge amount of PR
A comparatively tiny budget
A smart community-led channel strategy
Clever engaging ideas

This media strategy brought to life the elements of a great quality political campaign with a twist.

The Climate Institute

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