Soul has been picked to convince Londoners that their capital isn't
the filthy and polluted place they believe it to be - and to tell them
what they can do to help improve their environment.
Ken Livingstone's Greater London Authority is behind the initiative,
which will take the form of a poster campaign across the city. The GLA
selected Soul following a pitch involving its two other roster agencies
- BMP DDB and Euro RSCG Wnek Gosper.
Harry Barlow, Livingstone's communications advisor, cited Soul's
"previous experience of social action accounts and combination of media
vision and creative thinking" as the reason for the appointment.
The campaign will cover five subjects - air quality, bio-diversity,
noise, waste and energy-saving.
Duncan Bird, one of Soul's founding partners, said: "The aim is to
convince people that London is a better place than they might think and
to encourage them to participate to make it nicer."
Advertising will begin in the early part of the year on 96- and 48-sheet
posters and on six-sheet London Underground sites. It will herald the
start of an ongoing campaign by the GLA to raise awareness of
environmental issues and initiatives.
The assignment is the latest awarded to Soul by the GLA. The agency's
anti-litter commercial is running in cinemas and it has also produced
campaigns to keep Wembley and to persuade anti-capitalist demonstrators
not to resort to violence.