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Leading direct marketing specialist Watson Phillips Norman (WPN) has created the first ever DRTV campaign for Friends of The Earth. The campaign airs this month.

The advert will run on the following digital channels: Challenge, Five Life, ITV 3, Movies for Men, Paramount, UKTV Documentary, UKTV Drama, UKTV Food, UKTV Gardens, UKTV Gold and UKTV History. Griff Rhys Jones kindly offered his voice to the advert, waiving his fee.

The aim of the advert is to raise awareness of the effects of climate change and recruit new financial supporters. The call to action is to contact Friends of The Earth to receive a free guide to "Save cash and save the planet". This will be available by email and in print. Callers will be asked to become a regular giver (£5 per month ask) or if not, to make a one off cash donation.

Maria Phillips, Creative Director of WPN, comments: "The creative idea for this ad is extremely visual. It dramatises ways to save on our energy consumption, as well as the financial savings to be made. Friends of the Earth were keen to appeal to members of the public who are interested in the environment, but not currently engaged or involved in their work. Therefore the suggestions made in the free guide reflect this and can be implemented by anyone."

In a bold attempt to produce an outstanding ad, the WPN creative and TV production team secured the services of Director John O'Driscoll. One of the most experienced Directors working in the Direct TV market today. John brings a fresh perspective to the creative idea suggesting that the advert be filmed using a miniature model (an approach used to great effect in the Harry Potter films), which was produced by top class model makers.

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Note: It is the first time FOE have been able to advertise on TV, due to the shift in the balance of activities from the Ltd Company to the Trust.