Nature Conservancy Encourages a Conversation Through Innovative Ad Campaign in Chicago
09.28.07
Chicago, IL (Sept. 28, 2007) — The Nature Conservancy (TNC) in Illinois is encouraging people to start a conversation on important topics related to protecting nature and preserving life through an integrated, multi-channel advertising and awareness campaign created by Stone Ward of Chicago. The campaign breaks the week of October 1 through display boards at Ogilvie and Union Train Stations and continues in the month of October with print advertisements in Crain’s Chicago Business among others, as well as online banners in Crain’s online and the ChicagoTribune.com. All advertising directs you to the campaign micro-site, StartOneConversation.org.
Stone Ward Director of Account Management Tom Lillig, who heads up Stone Ward’s Chicago office at 440 N. Wells, says the campaign will serve the dual role of heightening awareness and building support for TNC and its mission of protecting nature and preserving life.
“The Nature Conservancy is committed to the long-term survival of nature and people all over the world. This campaign seeks to give a wake-up call to our target audiences and provide them with the information and motivation to start conversations with their friends, colleagues and family members,” said Lillig, a former Leo Burnett advertising executive who also worked on the client-side at the Peace Corps to re-launch their brand in 2003.
Director of Field Marketing for TNC in Illinois Tom Eisenhart says protecting nature and preserving life is all about finding creative alternatives to the way we are currently doing things.
“My hope is that these creative ads will spark conversations which will increase awareness about critical conservation issues and communicate what TNC is doing to address those issues,” said Eisenhart.
The advertisements pair visually compelling photographs with unexpected headlines. Ads and out of home displays draw viewers to the campaign website www.StartOneConversation.org. The micro-site will take the conversation starters seen in the print ads one step further by providing them with more information on all of the different conversation topics, but also providing them an outlet to share their perspective. Visitors can post comments, participate in polls and offer their own conversation starters.
In conjunction with the word of mouth campaign, TNC will also partner with the University of Chicago’s Graham School of General Studies to hold a special series of discussions. In honor of TNC’s 50th anniversary, the series will bring together scientists, scholars and concerned citizens to discuss issues such as, “Our Future on a Warming Planet,” “Making Economic Growth Sustainable,” and “The Future of Conservation.”
In addition to Lillig, Stone Ward personnel working on the campaign included Account Executive Micah Strand, Executive Creative Director Larry Stone, Associate Creative Director & Copywriter Danny Koteras, Senior Art Director Mark Fonville and Director of Digital Strategy Jason Marlin.
NOTE TO EDITOR
Interesting Tidbits / Sidebars:
Stone Ward (stoneward.com), the agency selected to provide support, embraces social marketing as a core competency. The agency’s brand platform is centered on the idea of “Building Good.” Building Good is the lens through which Stone Ward views the world. The agency is committed to telling authentic brand stories for its clients and contributing to the marketing of products and services that have a positive effect on our communities, our nation and our world.
Stone Ward provided its services in a partial paid / pro-bono manner.
Stone Ward has offices in Chicago and Little Rock. The agency represents several national clients including Snap-on Tools, Global Explorers, Meineke Car Care Centers, EverBank and Sport Clips.
About The Nature Conservancy in Illinois
Since it was founded 50 years ago, The Nature Conservancy in Illinois has preserved and restored grasslands, savannas, forests, wetlands and freshwater habitat throughout the state. The Conservancy in Illinois has protected nearly 80,000 acres of natural areas, and has had a far-reaching impact on regional and global conservation efforts.
The Conservancy in Illinois is part of The Nature Conservancy, the leading conservation organization working to protect the most ecologically important lands and waters around the world for nature and people. To date, the Conservancy and its more than one million members have been responsible for the protection of more than 15 million acres in the United States and have helped preserve more than 102 million acres in Latin America, the Caribbean, Asia and the Pacific.