Rapport, the global out-of-home media buying and planning agency arm of IPG Mediabrands, launched a campaign for Insure Earth, a fictitious Earth insurance brand, to highlight the need for climate action and to drive conversation and raise awareness around Earth Day.
The out-of-home campaign ran across the US and the UK, with respondents directed to the Insure Earth website, where they were greeted with a 404 Error message informing them that Insure Earth is not real, and posing the question: “How will you #InsureTheEarth?” Visitors to the site were asked to share their plans using the hashtag #InsureTheEarth, and were given tips on how to help prevent climate change.
Paul Sambrook, Global Marketing Director at Rapport London, said, “We are extremely proud of this campaign, and excited to see people engage with and react to its strong messaging. We at Rapport are committed to recognizing and addressing our environmental responsibility.”
Rapport recently launched “Rapport Beyond” — billboards and related media products that help offset carbon emissions and in that way help purify the air. In the UK, Rapport is leading the industry by offsetting carbon emissions for its client digital out-of-home (DOOH) campaigns. This initiative aims to offset the GHG emissions arising from DOOH advertising, and to provide a net positive contribution across activity for which renewable energy is already being utilized.