DEFRA 'muck in4life' by M&C Saatchi

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M&C's latest campaign for the Department for Environment, Food and Rural affairs attempts to promote conservation volunteering as the perfect antidote for summer holiday boredom.

Aimed at parents and children, the campaign borrows branding from the agency's successful 'change4life' campaign for the Department for Health.

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Released: 13 July 2009

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Credits

Brief
To re-position conservation volunteering from being something ‘greenies’ give up their free time for, to being a fun and adventurous activity families can get involved in this summer.

Creative director
Graham Fink

Copywriter
James Lowther and Alex Bingham

Art director
Bill Gallacher and Conrad Swanston

Planner
Emma Batho

Exposure
Regional press and radio

Media agency
MediaCom

Media Planner
Gilly Fieldsend

Director/photographer/illustrator
Astroman

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