UITP and the United Nations Environment Programme (UNEP) have launched a joint television campaign to encourage individuals to take public transport - a mobility choice that can help reduce the carbon emissions that contribute to climate change.
The advertisement, called ‘The voice of reason (Aged 6)’, is in the style of a child’s drawing and views the world through a little girl’s eyes. This gives it 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.’
Initially developed in English, French, German and Spanish and produced by McCann Erickson – it has run across major international stations in February 2008 -for its official launch- and in June 2008, in the frame of the World Environment Day. BBC World, CNN, EuroNews, CNBC, Sky News, Bloomberg, Eurosport, Fashion TV and E! Entertainment have all kindly donated airtime.
View the ad
Download the ad (format .WMV)
The Voice of Reason (Age 6)’ picks up two prestigious awards.
The ‘Green Awards’ recognise and reward creative work related to corporate social responsibility, sustainable development and ethical best practice in any sector and across any marketing discipline. The ad was prized under the category ‘Best international Green Campaign’.
With the ‘CARE Awards’, the European Association of Communications Agencies (EACA) highlights the most successful and creative social marketing campaigns and salutes excellence in promoting care for people, resources and the environment. The ad won an award under the category ‘Non profit organisations and non governmental bodies’.
An international team effort
UITP has rallied its worldwide network of public transport operators, authorities, industry and national associations to spread the message around the globe. Other organisations that do not belong to the public transport sector have also passed the message. As a result, over 60 companies and organisations have adapted the ad (which is now available in 12 additional versions) and use it in a number of different ways:
Broadcast television campaigns (Belgium, Denmark, Greece…)
Displayed on their Internet and Intranet (Airbus, First Group PLC, Veolia …)
Use on educational tools (Veolia, Scouts international, ACUTA…)
Displayed on board vehicles (Athens, Barcelona, Beijing during the Olympic Games, Berlin, Budapest, Shenzhen …)
Internal television (Porto, Hannover…)
Events (Kowloon Motor Bus from Hong Kong, Thales…)
Do you want to make the voice of reason even louder?
This spot is available to use FREE OF CHARGE and COPY-RIGHT FREE. Please contact Géraldine Dumonceau to get information on the conditions of use and the procedure for translation and/or adding your own logo.
The original campaign
The first UNEP/UITP joint campaign ‘The world is your home. Look after it’ was launched in February 2005. This TV advertisement was the first of its kind and coincided with the coming into force of the Kyoto Protocol.
The ‘Green Awards’ recognise and reward creative work related to corporate social responsibility, sustainable development and ethical best practice in any sector and across any marketing discipline. The ad was prized under the category ‘Best international Green Campaign’.
With the ‘CARE Awards’, the European Association of Communications Agencies (EACA) highlights the most successful and creative social marketing campaigns and salutes excellence in promoting care for people, resources and the environment. The ad won an award under the category ‘Non profit organisations and non governmental bodies’.