To create awareness for the issue of global warming, I propose that we create a full-page advertorial that looks like a 2050 front page of a newspaper. The advertorial would wrap around the actual present-day morning news, to be distributed on New Years Day 2008. This would be the campaign kick-off and then followed by web banners, ads, billboards, etc. It could be a massive campaign that has potential to be local, national or global.
Why New Year's Day? Readers are in the mindset of making resolutions at this time. Readers also have the day off and would be likely to have time to read the newspaper. It also would be a good time for readers to be "time-warped" into the future to 2050.
This approach would definitely shed some light on the issue for many people, creating awareness on a great level since readership of newspapers crosses so many demographics. The reader would continue to read these 2050 scenarios throughout the advertorial and would see the Go Green sign-off at the bottom.
Once the reader takes action and logs onto the web site, they will be given some simple steps on what they can do now to start going Green. There could also be a directory of the plethora of Green web sites and organizations that are all over the web right now. This directory would be a comprehensive list and a reader could choose his or her favorite site for more information or to get involved.
I feel particularly excited about this idea for an awareness campaign because it has so much potential, flexibility and the possibilities are endless.
Sources are listed in articles on advertorial. I can send a PDF.