The Ad Council campaign on global warming launched today in partnership with Environmental Defense with the objective to give Americans an emotional connection to global warming and a sense of urgency to personally take actions to reduce green house gas emissions.
Our research revealed that while Americans are aware of global warming, they don't think its consequences will affect them in their lifetime. They also don't believe they can personally do anything about it. To break through the cluttered media environment, the creative is powerful and compelling. I invite you to view the television spots Tick and Train that were created pro bono by Ogilvy New York. Other campaign elements can be seen on www.adcouncil.org.
Consumers exposed to these PSA report they are motivated to act. So the call to action is to visit www.fightglobalwarming.com and learn what you can personally do to stop global warming. Actions can be a s simple as utilizing energy saving light bulbs and turning down the thermostat in the winter to purchasing energy efficient appliances and fuel efficient cars. The website also helps people understand how their personal action can have significant impact. For example, if every family in America replaced their three most used light bulbs with a compact fluorescent, that would be like taking 3 1/2 million cars off the road.
While global warming is often politicized, this campaign is non political. It is not designed to influence policy or legislation but to give Americans things they can personally do to address this critical environmental issue. And just as our messages over the years have reduced littering and encouraged recycling, increased seat belt use and reduced drunk driving. I know this campaign will mobilize people to do their part to stop global warming.
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