EC launches climate change 'youth' campaign
The European Commission has launched another “youth” campaign – this time to sound the alarm about climate change.
The latest link-up with MTV will put awareness-raising warnings on the music channel in eleven EU countries.
Previous EU-MTV campaigns have involved anti-discrimination television adverts promoting diversity and, most recently, a campaign across the network’s EU stations encouraging young people to vote in June’s European elections.
Now the EU is anxious to get the climate change message through to teenagers - because today’s youth will feel the consequences of any failure today to tackle global warming and rising sea levels and temperatures.
The television spots will highlight the risk of allowing average global temperatures to rise more than two degrees, by cutting greenhouse gases across the EU by 20% by 2020 – and by 30% if other countries agree to do the same.
As well as screening the advertisements, MTV will stage music concerts with climate change themes in Stockholm, Budapest and Copenhagen in the run-up to a crucial climate change summit in Copenhagen in December, which will try to agree strict “green” post-2012 targets.
The Commission climate change website warns: “The successful conclusion of these negotiations is a key priority for the EU.
“Tackling climate change is one of the biggest challenges we face. Unless global action is taken quickly to stabilise the rising temperature of the earth’s surface, there is likely to be irreversible and catastrophic damage.”
