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Millennial Media Adds Mobile Support to Hopenhagen Global Effort

As a campaign that is using social media to connect the people of the world with their leaders, mobile is an important element

“Hopenhagen,” a global marketing and communications initiative created by Ogilvy & Mather on behalf of the International Advertising Association to support climate change at December’s United Nations Climate Change Conference in Copenhagen, is expanding its social media and interactive outreach efforts with the addition of Millennial Media to the list of companies providing marketing support.

The Hopenhagen campaign urges citizens of the world to visit the Hopenhagen.org website, sign a petition demanding their leaders support climate change, and share their messages of hope through social media applications. As a campaign that is using social media to connect the people of the world with their leaders, mobile is an important element of this outreach, Millennial Media has been selected to drive reach and awareness to the Hopenhagen campaign to mobile internet users throughout the U.S. Millennial Media, the largest mobile advertising network in the U.S., will deliver 10,000,000 impressions from November 7th through December 7th in support of the campaign.

“We chose Millennial Media for their unique ability to target both a wide ranging audience and to target young adults and healthy living specifically. Their vast array of mobile tools and solutions, including their PSP inventory, attracted us to them. We are certain Millennial Media will expand the Hopenhagen movement and empower grassroots movements,” said Seth Farbman, Managing Director of OgilvyEarth, Ogilvy & Mather’s global sustainability effort.

“We are honored Ogilvy & Mather has chosen us to support the mobile component of the Hopenhagen campaign. Both companies have a strong background in supporting their communities. This project allows Ogilvy and Millennial Media to combine our strengths for a great cause,” said Erin (Mack) McKelvey, vice president of marketing, Millennial Media. “Cause-based mobile advertising is on the rise, as, like brand advertising, it drives significant campaign awareness and consumer engagement.”

The Hopenhagen movement, overseen by the International Advertising Association in conjunction with Ogilvy & Mather, represents support for the United Nations, which calls for a climate treaty that is “ambitious, fair and effective in reducing emissions.” Through the support of the IAA and a coalition of the world's leading advertising, marketing and media agencies, Hopenhagen will become an empowering platform, giving voice to global citizens in the climate change dialogue and helping voice their opinions to the leaders from 192 countries attending the conference. The outcome of the new international global climate treaty has garnered public concern due to the U.S. refusal to sign the Kyoto Protocol in 2005.

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