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BizReport : Advertising : October 06, 2006


Ad and Eco Organizations Partner In Multimedia Ad Campaign

Leading ad and ecological organizations and companies have agreed that Disney’s animated classic The Little Mermaid will feature in a massive multi media ad campaign. The Public Service Advertising (PSA) campaign is created to encourage Americans to protect the oceans from marine debris.

by Angelique van Engelen

Announcing the campaign, the partnership which includes the Advertising Council, says that Little Mermaid’s ocean setting made it ‘the perfect visual foundation’ for this project. The character is the top requested animated Disney DVD title. The campaign also features the classic characters Ariel, Flounder and Sebastian. It aims to communicate to its audience that “life in the oceans depends on you” as a means of promoting people’s responsible disposal of trash.

The campaign revolves around a website called keepoceansclean.org which provides information, games and links for children, families and teachers. The PSA is launched this month. Aside from the online action, it will feature television spots including Spanish language spots and an outdoor campaign. It will be distributed to media outlets nationwide to appear in advertising time and space donated by the media. Over half of all Americans live along the coast, contributing 6.4 million tons of debris to oceans each year both from water and land.

Tags: Disney, multimedia campaign










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