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New PSA Uses Kids to Bring the Message Home
Posted
by Karen Egolf
on
11.06.09
@ 02:51 PM
In an effort to make the subject of global climate change more personal, two Canadian organizations have teamed up with marketing agency zig in a new campaign, "Moms Against Climate Change." The effort includes a public service announcement and a Web site,
TakeActionOnClimateChange.com that encourage parents to take action leading up to the United Nations' Climate Change Summit in Copenhagen in December.
The effort, led by Environmental Defence Canada and ForestEthics, is designed to make parents aware of the effects that changes in the Earth's climate could have on their children in the future. To help get their voices heard, people are asked to upload their children's photos to the Web site. The images will be included in a projection appearing on Parliament Hill in Ottawa that will be headlined with a message to the Canadian prime minister: "Stephen Harper: Remember who you're representing in Copenhagen."
"This issue is one that could affect future generations profoundly, yet it doesn't currently factor into the steps parents take to prepare their kids for the future," says Lorraine Tao, a partner and copywriter at zig. "We felt that the concept of our children's futures being at risk was moving and motivating, so we targeted the campaign at parents, especially mothers. The campaign aims to affect the outcome of the summit by getting moms -- voters -- to let Stephen Harper know the issue is important to them."
Company Launches Gift Card That Gives Twice
Posted
by Karen Egolf
on
11.05.09
@ 04:30 PM
With gift cards topping the list of what people want
for Christmas this year, American Express is teaming up with United Way to offer a card that gives twice: Once to the recipient and once to charity.
Under the program launched this week, the $3.95 purchasing fee that American Express normally charges for gift cards will be donated to United Way with each United Way Charity Gift Card purchased
online.
According to American Express, the charity element makes the gift card more meaningful. "We're delighted to partner with United Way to launch the American Express United Way gift card. It's a great way to give twice -- by giving a gift card to friends [and] family, and giving to a great cause through United Way," says Marina Hoffmann Norville, director-public affairs, for American Express Corp. "It also perfectly aligns with one of American Express' core values -- good citizenship."
Cause Marketing Forum's Master Series to Focus on Establishing the Marketer-Nonprofit Relationship
Posted
by Karen Egolf
on
11.05.09
@ 01:35 PM
Sometimes a bad first impression is all it takes to ruin a beautiful friendship between a nonprofit and a marketer looking to get involved in a cause. On Nov. 10, Scott Pansky, co-founder and managing partner of Allison & Partners, will offer some practical advice for getting past this critical first step as part of the Cause Marketing Forum's Master Series teleconference.
Mr. Pansky will offer case studies, with lessons his company has learned through implementing its Cause Marketing Accelerator tool. Companies will learn how to evaluate nonprofit organizations before and during first meetings, while nonprofits will get a better understanding of the corporate mindset.
Green Design Should Be as Innate as Good Kerning
Posted
by Zack Shubkagel
on
11.04.09
@ 10:09 AM
When it comes to going green, designers can take on a much bigger role than many might think. Zack Shubkagel of Willoughby Design challenges designers to create Living Communications – here's how.
We designers struggle with sustainability. Creating desire for product is inherently a wasteful venture. Whether the end product is paper, plastic, metal -- anything you can touch with your hand -- it is likely to eventually make its way to a landfill.
Our desire is to produce a six-color UV printed book with French-folds, foil-stamped covers, spot aqueous coated images and perfect binding. We'd like to think that the recycled paper we throw into the piece, along with the recycled, Forest Stewardship Council and wind-powered icons will give us credit for doing our part in saving the planet. But we all know better.
We need to design beyond the edges of the page and consider our choices throughout the process.
Sometimes Hitting It Big in Advertising Just Isn't Enough
Posted
by Brian Mullaney
on
11.02.09
@ 11:12 AM
Working for years in advertising, Brian Mullaney opened his own shop and rode the crest of the mid-1990s technology wave. After selling the $100 million shop, though, he had to figure out what to do next. Here's what he found.
They told me there's no such thing as a boring product.
And I believed them.
Brian Mullaney is the co-founder of the Smile Train.
I was fresh out of college, a junior copywriter trainee at Young & Rubicam. I worked on everything: Jell-O, Birds Eye, Ford, Ruffles, Burger King, Miller beer, Kodak, Ronzoni.
Single and determined to improve my $15,000 a year starting salary, I worked every night, every weekend trying to become the next David Ogilvy. I traveled everywhere -- to factories, focus groups, stores, conventions, trade shows, sales meetings, farms, paper mills, shopping malls -- trying to learn everything I could about every product I ever tried to sell. I learned why some potato chips have green spots, why Miller beer is darker than Bud and what the inside of a nuclear power plant looks like.
Yum Serves Up Facebook Icons to Help U.N. Food Campaign
Posted
by Karen Egolf
on
10.30.09
@ 12:26 PM
Facebook users can feed the hungry while e-feeding their friends with Yum Brands' Food for Food app. For $1, Facebook users can send a virtual gift to a friend, an icon from the menus of Yum Brands' KFC, Pizza Hut and Taco Bell, with all proceeds going to the United Nations World Food Programme in support of Yum's World Hunger Relief campaign.
The effort was created pro bono by digital marketing agency Mindblossom, an Aegis Media company and part of digital marketing network Isobar, as a contribution to the World Hunger Relief effort.
According to Louisville, Ky.-based Yum, the World Food Program is the largest humanitarian organization fighting hunger worldwide, working in 110 countries to raise awareness, volunteerism and funds for the U.N. program and other relief agencies. Since it began in 2007, the program has donated more than $36 million to world hunger efforts, providing about 160 million meals to 4 million people.
American Heart Association, Ad Council Promote Life-Saving Technique
Posted
by Karen Egolf
on
10.29.09
@ 03:23 PM
A different type of life-saving emergency treatment, hands-only CPR, is being promoted in a new PSA campaign from the American Heart Association and the Ad Council. The effort, which was launched this week, encourages bystanders to use this form of cardiopulmonary resuscitation when an adult collapses and is unresponsive.
The campaign, created pro bono by Gotham, New York, promotes the two-step technique that involves calling 911 and pushing hard and fast in the center of the victim's chest until professional help arrives. The effort includes TV, radio, print, outdoor and web PSAs that direct people to HandsOnlyCPR.org for information and an instructional video on the technique.
Web site visitors can also download a free application for their smartphone that teaches the technique. The app is available for the Android (Google), BlackBerry, iPhone, iPod Touch and Palm Pre platforms.
DraftFCB Launches Microsite to Help City Harvest
Posted
by Karen Egolf
on
10.27.09
@ 04:59 PM
In an effort to draw people's attention to a serious issue, DraftFCB is offering humorous videos to encourage people to rescue food for New York's City Harvest. The agency launched a microsite,
Rescue Food, that features animated vignettes created pro bono by top animators to solicit funds and food.
"To make the City Harvest brand distinct and relatable, we focused on its unique mission," said Keith Loell, executive creative director, in a statement about the campaign. "With this in mind, we amassed a diverse and immensely talented group of animators, directors, writers and musicians who donated their time to bring the vision to life. What resulted was a collection of adventurous, short animations."
Global PSAs Push for Action on Climate Change
Posted
by Karen Egolf
on
10.26.09
@ 10:56 AM
A United Nations public service program is asking people to sign an online petition through SealtheDeal2009.org, urging world leaders to take action on climate change when they meet for the U.N.'s global summit that starts Dec. 7 in Copenhagen.
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Advertising Age Embedded Player
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The PSAs, available for
online viewing or for
broadcast, were shot in six locations across four continents and were directed by Jeffrey Nachmanoff, co-writer of "The Day After Tomorrow," a science fiction film depicting the catastrophic effects of global warming.
The U.N. effort features actor and producer Don Cheadle, Animal Planet presenter Philipe Cousteau, wildlife filmmaker Saba Douglas-Hamilton, U.N. messenger of peace Midori Goto, Nobel Peace Prize winner Wangari Maathai and Maldives President Mohamed Nasheed.
'Care Tag for Our Planet' Encourages People to Donate Unwanted Apparel
Posted
by Karen Egolf
on
10.22.09
@ 05:18 PM
Levi Strauss & Co. and Goodwill are working together on a new initiative to save billions of pounds of unwanted clothes and put them to good use. In "A Care Tag for Our Planet," the product care tags on Levi's clothing in the U.S. will include messaging encouraging people to donate their unwanted clothing, with the project expanding to global markets in fall 2010.
According to Goodwill, about 23.8 billion pounds of clothing end up in U.S. landfills each year. Currently, 166 community-based Goodwill organizations in the U.S. and Canada divert more than 1.5 billion pounds of clothing and textiles a year from landfills and, in the process, create job-training opportunities for more than 1.5 million people annually.
The initiative was created by BBDO West, Goodwill of San Francisco's pro bono agency, which came up with the idea of using care tags to communicate this message. According to the companies, the partnership combines the values of each organization: Levi Strauss & Co.'s goal to reduce the environmental impact of its products and Goodwill's commitment to help communities recycle usable items while helping those in need.
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