'Redraw the Line' Campaign Raises Climate Change Awareness in Asia

News Release | 7 December 2011

SINGAPORE - Mobilizing a critical mass of people, communities, and cities to drive demand for clean energy, transport, and environmentally sustainable consumption is the focus of a campaign launched today at the Asia Television Forum in Singapore.

"Redraw The Line" is a public awareness campaign created by The Asia-Pacific Media Alliance for Social Awareness (The Media Alliance) and Ogilvy and Mather with the support of the Asian Development Bank (ADB) and the Swedish International Development Cooperation Agency (SIDA) in response to the challenges posed by climate change.

The campaign draws on the participation of the media, entertainment, and advertising industries; private sector sponsors; bilateral and multilateral development agencies; and youth or university students.

"We are still waiting for an international commitment that will drive our nations to respond to the climate challenge as a global community, however, there are agents of change responding to climate change at every level," said David McCauley, ADB's Lead Climate Change Specialist. "Our goal is to mobilize a critical mass of people, communities and cities to take action that addresses the main impacts of climate change."

"Redraw The Line" is an Asian regional initiative that is emphasizing the Philippines, Thailand, and Viet Nam during its first year. Other countries may be added over the next five years.

Under the direction of regional media partners Discovery Networks Asia-Pacific and Viacom International Media Networks, youth teams will produce locally and culturally relevant messages and communication techniques. These will be based on the main climate change concerns of their country, as determined by their national climate change commission and the United Nations Framework Convention on Climate Change.

Selected institutions include Bangkok University's International College Media Lab and Assumption University's School of Mass Communication in Thailand, along with the Academy of Journalism and Communication in Viet Nam. A university in the Philippines is still being selected.

National media companies in the three target countries are being invited to join the awareness campaign. Synovate, a market research company, is supplying pre- and post-measurement support through a climate change market survey on consumer awareness and attitudes.