The Advertising Council and Environmental Defense Launch National PSA Campaign to Combat Global Warming
March 23, 2006
NEW YORKThe Advertising Council, in partnership with Environmental Defense, announced today the launch of a national public service advertising (PSA) campaign designed to motivate Americans to participate in activities that will help combat global warming. Created pro bono by ad agency Ogilvy & Mather, New York, the PSAs are being distributed nationwide this week. According to Environmental Defense, our nation’s most distinguished science community agrees that global warming is an urgent problem, we are causing it and we have time to avoid the most dangerous consequences, which could happen in our children’s lifetime. By practicing simple measures of conservation and becoming energy-conscious, families can reduce their global warming pollution by over 35,000 pounds per year. This new multi-media campaign includes TV, radio, and Internet PSAs which convey the urgency that global warming is happening but there are things that all Americans can do to become more active in reducing greenhouse gas pollution. All of the PSAs direct the audience to visit www.fightglobalwarming.com, a new website which features interactive tools where people can calculate their personal contribution to the climate change problem, and a series of simple energy-saving tips, such as replacing light bulbs with energy efficient ones that will last for years.“From encouraging Americans to buckle their seat belts to preventing a friend from driving drunk or stamping out campfires the Advertising Council has a rich history of educating Americans about simple things they can do to improve their lives and their communities. We are proud to partner with Environmental Defense on this new effort to educate Americans about the simple things they can do to reduce our annual carbon dioxide emissions. I’m confident that these compelling PSAs, developed pro bono by Ogilvy & Mather, will go a long way to inspiring Americans to incorporate simple behaviors into their daily lives that will help to combat Global Warming,” said Peggy Conlon, President & CEO of the Advertising Council. “We’ve launched this campaign as a wake-up call,” said Fred Krupp, President of Environmental Defense. “Global warming is the most serious environmental challenge of our time. It is more urgent and its dangers are more fundamental than most Americans realize. This campaign seeks to educate Americans about how quickly we must act, and give concrete steps that people can incorporate into their lives to fight global warming – today.”“It’s clear that most people think global warming is real, so our mission was and is to get people to act. With so many messages appearing in the media about global warming, we needed a different way in. We need to jolt people a bit. To think that a child today will have to bear the consequences of our apathy in years to come should be shameful and scary. If this doesn’t hit everyone right where it hurts, nothing will.” said Josh Tavlin, Group Creative Director, Senior Partner, Ogilvy & Mather.Per the Ad Council model, the PSAs will be distributed to media outlets nationwide and will run and air in advertising time and space that is donated by the media. Environmental DefenseEnvironmental Defense is a nonpartisan advocacy organization that represents 400,000 members. It seeks innovative, equitable and cost-effective solutions to pressing environmental problems, by working directly with businesses, governments and communities. For more information, visit www.environmentaldefense.org. Ogilvy & Mather WorldwideOgilvy & Mather Worldwide (www.ogilvy.com), a subsidiary of WPP Group plc (NASDAQ: WPPGY), is one of the largest marketing communications networks in the world, with 497 offices in 125 countries, specializing in advertising, relationship and interactive marketing, public relations, sales promotion, and related services. The agency services Fortune Global 500 companies including American Express, BP, DuPont, Ford, GSK, Gillette, IBM, Kimberly-Clark, Kodak, Kraft, Mattel, Morgan Stanley, Nestlé, Unilever, and YUM. The hallmark of the agency’s brand-building capabilities is 360 Degree Brand Stewardship®, a holistic look at communications, using what is necessary from each discipline to build a brand.The Advertising CouncilThe Ad Council is a private, non-profit organization with a rich history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has effected, and continues to effect, tremendous positive change by raising awareness, inspiring action, and saving lives. To learn more about the Ad Council and its campaigns, visit www.adcouncil.org.
