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An Interactive Campaign Focuses on Just the Facts

The Reality Coalition Touts Figures to Dispute 'Clean Coal'

By Published on .

I think most of us agree that advertising can be most effective when it delivers product news and facts from the brand's point of view to build a case for our product (or even facts comparing our product to its competition).

The provocative campaign for The Reality Coalition, a group of non-profits advocating against clean coal, does a nice, simple job making important facts a little interactive with a canary that keeps dying -- but you can save it, which prompts another fact, then another one. Within the "This is Reality" site experience, the facts follow the canary.

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