Hoping to drive more people to support Hopenhagen, a pro bono mobile campaign from Millennial Media has joined the global effort on climate change.
Hopenhagen is a global marketing and communications initiative created by Ogilvy & Mather for the International Advertising Association to build support for a climate change agreement at the upcoming U.N. Climate Change Conference Dec. 7-18 in Copenhagen. The outcome of the new international global climate treaty has drawn public concern due to the U.S.' refusal to sign the Kyoto Protocol in 2005.
The Hopenhagen campaign urges people to visit Hopenhagen.org, sign a petition demanding their leaders support the climate change agreement and share their messages through social media applications. According to Millennial Media, mobile is an essential element of this outreach.
Citing Nielsen figures, Millennial said there are more than 63 million mobile Web users in the U.S., and its ad network reaches about 80% of these users.