World Wildlife Fund Canada begins new awareness campaign
By Adnews Staff
World Wildlife Fund Canada broke a new advertising campaign on Friday encouraging Canadians to oppose oil drilling in the Arctic National Wildlife Refuge in Alaska. The campaign consists of a television commercial, a radio ad and three print ads, created by FCB Canada. The creative makes use of a spokescharacter from a fictitious lobbying group called the National Association for Progress. This character offers satirical pro-drilling arguments such as, "There are over a hundred species of birds with soft downy feathers, perfect for soaking up oil spills." The ads direct viewers to a website at <http://www.donotdrill.ca> to sign a petition urging the Canadian government to argue against drilling with the American government. "We're an organization dedicated to saving all of nature, not only animals," said Pam Davis, the fund's marketing director. "We do it by working in partnership with people who share our passionate interest in the health of our planet. In this campaign, we're partnering with the Canadian people by giving them a voice on this issue. We're also partnering with the Canadian government. The federal government is opposed to drilling in ANWR. We're lending our support to their position."