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					Press Release
PUBLIC TRANSPORT GETS A GLOBAL BOOST THROUGH A CAMPAIGN BY MCCANN ERICKSON
19 February 2008 McCann Erickson World Group has a created a global TV campaign for UNEP (United Nations Environment Programme) and UITP (International Association of Public Transport). The aim is to encourage motorists around the world to switch to public transport – a mobility choice that can have an immediate and positive impact on climate change. The 30 second TV commercial will launch on Eurosport, CNN, EuroNews, BBC World, CNBC, E! Entertainment, Sky News, Bloomberg and TV5, who have donated air time to the good cause. Media was planned by Universal McCann, and UITP is in discussions with a number of national TV channels. To broaden the reach of the campaign businesses have also been approached about sponsorship opportunities. The commercial, called ‘The Voice of Reason (Aged 6)’, views the world through a child’s eyes, providing an innocent backdrop to a serious message. “To effect a behavioral change amongst motorists is challenging, but by appealing to them emotionally the campaign hopes to achieve its aim of cutting carbon emissions in urban and suburban areas” says Will Shepherd, Creative Director. UITP estimates that at least 50% of all urban car trips are less than 5km in distance, which puts city motorists in a pole position in protecting the planet by reducing carbon emissions from cars. This is echoed in the sign-off of the commercial, ‘The world is your home. Look after it.’ The ad is being officially launched at UNEP’s 10 Governing Council / Global Ministerial Environment Forum in Monaco on Thursday 21st February 2008 and starts airing on TV from the 22nd February 2008 for a period and again from June 1st onwards to coincide with World Environment Day. It has so far been translated into French, German, Spanish and Japanese, and further languages follow as the campaign spreads into new markets. McCann Erickson is increasingly active in climate change communications around the world. To connect all its experts in the field it has created a global community called Planet McCann, consisting of individuals from 30 markets with experience in sustainability issues. The commercial was animated by Tandem.
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McCANN ERICKSON ADVERTISING LTD. Registered in England No . 1372305. Registered Office: PO Box 348 London WC1N 1QJ McCann Erickson House, 7 Herbrand Street, London WC1N 1EX. Tel: 020 7837 3737. Fax: 020 7837 3773

Press Release
Notes for editor:  UITP is the international network for public transport authorities and operators, policy decision-makers, scientific institutes and the public transport supply and service industry. It is a platform for worldwide co-operation, business development and the sharing of know-how between its 2,900 members from 90 countries. UITP is the global advocate for public transport and sustainable mobility, and the promoter of innovations in the sector. For more information on UITP and public transport, visit www.uitp.org or contact Cara McLaughlin on 0032 2 6636639 UNEP is the voice for the environment within the United Nations system. UNEP acts as a catalyst, advocate, educator and facilitator to promote the wise use and sustainable development of the global environment. www.unep.org Planet McCann is a community with McCann Erickson which identifies best communication practices and promotes forward looking brand strategies relating to the low carbon economy and sustainability. For more information about Planet McCann please contact Mike Longhurst on 020 7961 2321.

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McCANN ERICKSON ADVERTISING LTD. Registered in England No . 1372305. Registered Office: PO Box 348 London WC1N 1QJ McCann Erickson House, 7 Herbrand Street, London WC1N 1EX. Tel: 020 7837 3737. Fax: 020 7837 3773

Press Release
Background
Project name The voice of reason (Age 6) Client United Nations Environment Programme and the International Association of Public Transport (UNEP and UITP) Brief Make mobility choices that are better for the environment Creative agency McCann Erickson World Group Copywriter Will Shepherd Art director Ian Boyle Planner (creative) Jeremy Davis Media agency Universal McCann Media planner Cedric Amiot Media spend Undisclosed Agency Producer Susanna Neal Animation Tandem nd th st th Exposure Burst 1: 22 February – 30 March 2008. Burst 2: June 1 to July 5 2008 on Eurosport, CNN, EuroNews, BBC World, CNBC, E! Entertainment, Sky News, Bloomberg and TV5.

Client: United Nations Environment Programme and the International Association of Public Transport (UNEP and UITP) Project/ Campaign: The voice of reason (Age 6) Client Name & Job Title: Heather Allen - Sustainable Development Manager, UITP Brief: Make mobility choices that are better for the environment Creative Agency: McCann Erickson World Group Media Agency: Universal McCann Director/Photographer Writer: Will Shepherd Media Planner: Cedric Amiot Editor: Art Directors: Ian Boyle Animation Company: Tandem Retouching: Planner: Jeremy Davis Agency Producer: Susanna Neal

Breaking Date & Exposure: Burst 1: 22 February – 30 March 2008. Burst 2: June 1 to July 5 2008 on Eurosport, CNN, EuroNews, BBC World, CNBC, E! Entertainment, Sky News, Bloomberg and TV5.
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McCANN ERICKSON ADVERTISING LTD. Registered in England No . 1372305. Registered Office: PO Box 348 London WC1N 1QJ McCann Erickson House, 7 Herbrand Street, London WC1N 1EX. Tel: 020 7837 3737. Fax: 020 7837 3773