The environmental charity, Earthwatch, is to advertise on
television for the first time and is stretching its limited budget by
recourse to an innovative media strategy.
The campaign, created by Maher Bird Associates, consists of several
two-second ads, each featuring a shot of a different endangered species.
Media planning and buying is by Frontline Media.
The Earthwatch spots, which introduce the strapline, ’Science can save
it’, will be interspersed with other commercials in the break. The last
ad to appear will be a ten-second commercial featuring a contact number
for Earthwatch and urging people to respond. The voiceover is by Toyah
Graham Kerr, the creative director of MBA, said: ’The series of
two-second ads create a ’blipbreak’ and depict a broad range of animals,
insects and environments which Earthwatch’s scientific projects have
Dr Robert Barrington, the executive director of Earthwatch, added:
’Maher Bird Associates has created a campaign that is entirely in
keeping with our broad-reaching environmental projects.’
The campaign will run for about a month from 11 March and will be shown
on cable television channels. The ads were created and directed by Kerr
through Tele Am.