WWAV Rapp Collins has won the Friends of the Earth direct marketing
account and is set to handle the environmental charity’s first
recruitment drive in more than two years.
The agency’s remit is to raise the number of FoE members and to boost
the profile of the charity’s donation scheme, Living Planet.
The focus of the campaign will be on relevant, day-to-day environmental
issues including asthma, pollution and genetically modified foods.
Previous campaigns have focused on global issues such as
Simon Bernstein, the director of communications and fundraising at FoE,
said: ’Global environmental issues are now firmly on the agenda. Our
task is to educate people on how they can take responsibility for
improving their own environment and quality of life.’
The campaign, which breaks in the autumn, will be mainly direct mail,
backed by some doordrop and insert activities.
WWAV won the account after a three-way pitch.
Bernstein said: ’While we have used freelancers on an ad hoc basis, we
have not worked closely with one direct marketing agency for a number of
years. I am hoping that WWAV will provide fresh ideas for our
fundraising campaigns and strategic input in our communications with the
Suzanne Partridge, the WWAV client services dir-ector, commented: ’We
will be having a hard look at the FoE membership database to determine
who are the most profitable members, those people who are likely to make
more regular donations.’
She added: ’By refining both the targeting and relevance of creative
messages, we are hoping to deliver a more tangible agenda to the public
to make them feel they can have some influence.’