Written by Eliot Beer, Monday, 07 December 2009
The IAA’s “Hopenhagen” effort has managed to drum up more than $10 million-worth of pro-bono advertising from UAE media outlets, the association announced today.
Hopenhagen is a world-wide push by the IAA to raise awareness of climate change in the run up to the UN summit on climate change, starting today, in Copenhagen – hence the name.
(Hopenhagen is like Copenhagen, except with a ‘H’ instead of a ‘C’, turning it into “Hope-nhagen”, conveying the message of… eh, forget it. If you don’t understand by now, there’s no hope for you anyway.)
“There has been a real momentum to the local campaign, because we have been able to engage with our key media partners who understood this is a critical issue of our time. Their support has helped generate mass awareness and mass exposure,” said Hermann Behrens, chairman of the IAA UAE chapter’s communications committee (and otherwise head of The Brand Union in the Middle East), in a press release.
“The IAA is extremely grateful to all our media partners for their proactive support and I believe as an industry we can be proud of our efforts in driving positive action through communication, in support of a concrete and I hope ultimately successful plan for sustained, climate management,” he added.
The IAA elsewhere in the region has also been active, with the Kuwait chapter, under the leadership of anti-scam fanatic Louai Alasfahani, bringing significant players in the Kuwaiti media industry on board, including Kuwait Times, Arab Times, Al Rai, Kuwait National Cinema Company, and many others.
Continue reading ‘IAA squeezes $10m from UAE media for Hopenhagen’
NOSPEC.COM
Paragon Marketing Communications
Recent Comments