WWF-UK has today (August 13) launched an outdoor campaign criticising a Shell ad that has made false environmental claims. The attack follows the Advertising Standards Authority’s decision to uphold WWF’s complaint against the Shell press ad.
Kitcatt Nohr Alexander Shaw has created the new campaign for WWF which has launched at Waterloo station where Shell is based. The 20-second ad will run every six minutes on the 48 sheet transvision digital screen. The activity will also be supported by content on WWF’s website. Media planning was carried out by Trinity Communications.
Kitcatt Nohr was asked to create a campaign to raise awareness of Shell’s misleading advertising and the damaged caused by its oil production in the Canadian oil sands.
The ASA today upheld two complaints from WWF about the press ad, which described Shell’s exploitation of Canadian ‘oil sand’ deposits, tar-soaked sand and shale, and development of a refinery in the US as “sustainable” (MW August 14).
The ruling will have implications for other advertisers about how they promote green credentials in their campaigns. David Norman, director of campaigns, WWF-UK says: “The ASA’s decision to uphold WWF’s complaint sends a strong signal to business and industry that greenwash is unacceptable.”