Anti-poverty charity Christian Aid is harnessing the global buzz around the 2024 Paris Olympic Games as it encourages the public to ‘join the race against the climate crisis’.
Developed by creative agency Impero, the campaign is centred around a 30-second hero film reminding the public that – despite repeated promises – the goals set out in the 2015 Paris Accord are not being met.
Accompanied by a sports-style voice-over, the charity’s film intersperses live sports footage with newsreels of climate change-related devastation around the world, spotlighting how that too will break records this summer.
“The last time representatives from every nation descended on Paris was the UN climate summit in 2015 where the Paris Agreement was signed,” Christian Aid’s director of fundraising and supporter engagement, Nick Georgiadis said.
“It’s terrible that nine years later that agreement is under serious threat with both carbon emissions and global temperatures continuing to rise causing ever more dramatic and record-breaking climate events.”
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“With all eyes on Paris for the 2024 Olympics games, we hope our campaign can raise awareness of the dangers we face and inspire the collective action the world now needs.”
Running for the entire length of the games, the campaign will also include pre-roll videos across Olympics content on Sky Sports VOD, on climate content on Sky News VOD, as well as in-feed videos on X.
There will also be a Sky homepage takeover on the days of the men’s 100m and women’s 200m finals.
Impero joint ECD, Alastair Mills, added: “Climate change is already impacting sport. Deadly summer heatwaves have become the norm in continental Europe, so it was inevitable they’d be in the headlines in the run up to the Paris Olympics.
“The campaign joins in with this narrative in a powerful and compelling way that engages our target audience – a group who, as mid-lifers, care deeply about how their actions set an example to their community and their families – and motivate them to act.”
