C40 launches ad campaign to highlight climate action in megacities

The C40 Cities Climate Leadership Group (C40) has debuted its first ad for #CitiesAreKey, a global pro bono advertising campaign designed to emphasise the leadership role mayors and urban citizens are playing to tackle climate change.

To kick off the campaign, a 30-second animated video was broadcast on Clear Channel Outdoor’s (CCO) iconic Piccadilly One digital billboard site in London’s Piccadilly Circus, which reaches an estimated two million people every week.

“#CitiesAreKey highlights the key actions being taken in cities to reduce greenhouse gas emissions and climate risks, and ultimately aims to ensure that the importance of cities and city actions are not overlooked at COP21 next month,” a C40 spokesperson told Cities Today. “The campaign aims to help governments and decision makers realise that cities are stepping up and taking action, and aims to encourage nations to pursue more stringent and ambitious targets; if cities can work together, set targets and adhere to agreements, such as the Compact of Mayors, nations can learn from this and work together in the same way.”

On site to launch the video was Matthew Pencharz, Deputy Mayor of London for Environment & Energy, and William Eccleshare, Chairman & CEO, Clear Channel International. The video showcases the 10,000 climate actions that C40 cities are taking, such as creating bike lanes and planting trees, which directly impact and benefit urban citizens by making cities more liveable.

The billboard space is provided on a pro bono basis courtesy of Clear Channel Outdoor, a C40 partner on the campaign and outdoor advertising company. CCO will also continue to run the campaign throughout many C40 member cities via its international network of digital outdoor screens in cities such as Barcelona, Madrid, New York, and Rio de Janeiro in the lead-up to COP21 in Paris.

“Outdoor advertising has long formed the fabric of urban environments, but thanks to digital and interactive technology, it now provides a vital communication channel that enables cities to better engage with its citizens and improve city life,” saidWilliam Eccleshare, Chairman & CEO of Clear Channel International.

#CitiesAreKey builds upon C40’s existing campaign launched in June of this year on the iconic ‘Grand Screen’ digital billboard at Cannes Lions International Festival of Creativity.

In addition to digital billboards, the campaign will be featured in print and television ads, and rolled out on a variety of digital and social media platforms using the hashtag #CitiesAreKey. Other sponsoring and creative partners on the #CitiesAreKey effort include International Advertising Association (IAA) and DM9 Jayme SyFu creative agency.

“In the same way that UN-Habitat’s ‘I’m a City Changer’ Campaign aims to foster a global community and act as a platform for the sharing of best practices and ideas, which is also part of C40’s mission, #CitiesAreKey creates a platform to engage citizens, and generate awareness of the climate actions being taken in cities across the globe,” added the C40 spokesperson.