The Climate Change Business Forum (CCBF) has announced the launch of "What's Your Story", its first awareness campaign, since it was set up in March 2008.
The campaign aims to draw public attention to the adverse impact of climate change and, most importantly, to encourage corporations in Hong Kong to share their best practice and contribute to building a green and more competitive economy.
Leveraging both print and online channels to best spread the messages and raise public awareness about climate change, the thought-provoking and creative campaign from Saatchi & Saatchi Hong Kong launched on 7 February, 2009, and consists of MTR advertisements, a cutting edge microsite (developed in association with wwwins Consulting), press advertisements and a direct mailing effort.
The Climate Change Business Forum (CCBF), an initiative of the Business Environment Council (BEC), aims to provide a unique leadership platform for business and climate leaders to understand and respond to the opportunities and risks brought from climate change, as well as the policies and regulations addressing to the issue.
Funding research on the impacts of climate change to business both in Hong Kong and internationally, as well as how the business should be adapting and reducing their emissions and sharing of best practice are communicated to the business community and to governments to speed up action in emission reduction.
Among its patrons are Cathay Pacific Airways Ltd and Standard Chartered Hong Kong and Hong Kong's second largest bank, Hang Seng Bank, majority owned by HSBC.
Saatchi & Saatchi has also designed a new corporate identity for the forum: a leaf in the shape of a graph that depicts the change that the CCBF strives for.