Several Canadian celebrities, from Tonya Lee Williams to Shannon Tweed, appear in a new call-to-action Public Service Announcement for Greenpeace’s KyotoPlus campaign.
The PSA, created and produced by Toronto-based media marketing agency Channel 500, began airing this week on networks across Canada.
The direct response marketing PSA asks viewers across the country to log onto www.greenpeace.ca to sign a petition that urges Canadian lawmakers to strengthen and extend the Kyoto Protocol.
To watch the PSA, visit http://www.youtube.com/watch?v=vVbv8WDrtbM
“The medium of television allows us to reach millions of Canadian quickly,” said Rod Bell, President, Channel 500. “We chose Canadian celebrities to emphatically deliver the call-to-action message to Canadians so viewers understand they can do something to help save the environment – and that is sign the online petition.”
“We are thrilled with the PSA Channel 500 created for this very important environmental issue,” added Paul Mero, Marketing, Greenpeace. “We choose the direct response marketing company Channel 500 to create this spot because we knew they were experts at engaging audiences to act”
Channel 500 produced two different versions of the PSAs.
Each spot features a rotating cast of different Canadian celebrities including Tonya Lee Williams, Shannon Tweed, Dustin Milligan, Melissa Auf Der Maur, Lyriq Bent and Steve Bacic. The spots will air across Canada from now until December 2009 when Greenpeace Canada presents the petition to Prime Minister Harper and to Connie Hedegaard, Danish Minister for Climate and Energy, at the United Nations climate change conference in Copenhagen, Denmark.
Channel 500 is an independent, below-the-line marketing communications agency with roots in DRTV. From content development to media distribution, Channel 500 provides the full spectrum of DRTV services.
Founded in 1993, Channel 500 has worked with leading edge clients including Bank of Montreal, Bell Express Vu, CIBC, British Telecom, BT Cellnet, Cellular One, Christian Children's Fund, Ford, Greenpeace, Guthy Renker, Hewlett Packard, IBM, Kitchen Aid, Mattel, Nokia, Regal Capital Planners, Rogers Wireless, Royal Bank and Star Choice.
Greenpeace is an independently funded organization that works to protect the environment.