"Since we have a number of clients who are very engaged in climate change and in green business and sustainable solutions, we thought it would be a great opportunity for us to also engage in communication and creating a groundswell around this Copenhagen Climate meeting," Albinus said. "We create[d] a strategic partnership where we could help the cause and also help the Copenhagen Climate Council create awareness around the activities they are doing to advance climate change solutions."
The campaign launched I Speak Earth on November 25, a video and Web site featuring actress Cate Blanchett, and is also using Twitter and Facebook to interact with consumers. Porter Novelli is also doing traditional media outreach, using its offices and worldwide network. The campaign is also working with green bloggers to spread the word, Albinus said.
"We feel that engaging consumers is the next very important wave we'll see," Albinus said. "Regardless of what comes out of Copenhagen, now we should move forward into implementing a global treaty, [and] the other part of it is what does it mean to our daily lives and how can we change so we all do a better job of curbing climate change?"