Friends of the Earth profile-raising advertising task

Friends of the Earth has appointed Partners BDDH to create an advertising campaign to raise the profile of the charity. The charity has been talking to advertising agencies since last year (MW December 8, 2001).

Friends of the Earth claims to be the largest international network of environmental groups in the world and is represented in 68 countries. It is largely funded by its supporters. More than 90 per cent of its income comes from individual donations, with the rest from special fundraising events, grants and trading.

The controversial charity has recently being involved in the Stop Esso Campaign. Last year its supporters, alongside those of Greenpeace and People Planet, marched on Esso garages. More recently the charity poured scorn on Unilever chairman Niall FitzGerald’s speech on genetically modified food in which he called for the debate on the so-called “frankenstein foods” to be revisited (MW last week).

Last year Friends of the Earth ended its three-year relationship with direct marketing agency WWAV Rapp Collins. The charity said the reason behind the split was that it wanted to explore an integrated approach. The charity recently appointed branding consultancy Lambie Nairn.

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