News & Press
Datran Media and Zinio Partner With the Ad Council to Launch EARTH DAY NOW
Sustainable Media Campaign and Public Service Advertising to Engage Americans in Digital Dialogue about Environmental Awareness
SAN FRANCISCO and NEW YORK--(PRNewswire - April 14, 2008 - In celebration of Earth Day on April 22nd, the Ad Council (http://adcouncil.org), Datran Media and Zinio (http://www.zinio.com) have partnered to launch EARTH DAY NOW, a digital media campaign focused on raising environmental awareness across the United States. The campaign provides millions of Americans with email access to energy conservation tips and offers simple suggestions to care for the earth; all without using one piece of paper. Beyond raising awareness, the goal of EARTH DAY NOW is to ensure that future generations inherit a healthy world.
Datran Media (http://www.datranmediasurvey.com) has been supporting the Ad Council in its efforts to raise awareness about important social issues since 2005. This year, its support will focus on promoting Earth Share, a federation of America's leading non-profit environmental conservation organizations. As an extension of the Ad Council and Earth Share's ongoing public service advertising campaign, the campaign messages will be distributed via Datran Media Communities publications, a series of e-newsletter and web communities that include environmental awareness and conservation titles like MyGreenClick.com and MyCarbonClick.com. The PSAs will reach as many as 5 million U.S. residents that have indicated an interest in environmental topics. Post-campaign, Datran Media will publish the results on http://www.zinio.com/press?pr=67.
According to Datran Media (http://success.datranmedia.com) Vice President of Marketing, Lana McGilvray, "Datran Media's contribution is the ideal combination of sustainable marketing and environmental awareness advocacy. We are excited to again partner with the Ad Council and widen the circle to include our partners at Zinio. With Jeanniey Mullen on board at Zinio, we expect the campaign to have much wider reach than in the past. She has already recruited several more partners to help us all make an investment in our collective future. Since Earth Share promotes environmental education and charitable giving through workplace giving campaigns, it's the perfect partnership."
"We are excited to further the reach of our conservation messages through this partnership," said Barbara Shimaitis, senior vice president of interactive services at the Ad Council. "Through the EARTH DAY NOW campaign, Earth Share's message will reach the millions of Americans who are online every day, and encourage them to take part in sustaining our natural resources."
To further the impact of the messages sent on behalf of the Ad Council, Zinio is working to organize a critical extension to the EARTH DAY NOW campaign by enlisting the support of many industry service providers, including the Email Experience Council (EEC), the email marketing arm of the Direct Marketing Association (DMA), Datran Media, Yoga Journal, Vegetarian Times and VIV Magazine. Together they will offer members an Earth Day Celebration Package. This offer includes a free subscription to VIV magazine (the exclusively digital, interactive magazine for women), free access to Zinio's digital classics library (which includes more than 100 literary classics), and free Earth Day, online only issues of the Yoga Journal and Vegetarian Times magazines. This is the first of many initiatives Zinio will launch to increase awareness about the significance of living greener lives.
"There's no better way to celebrate Earth Day than to offer readers a way to personally reduce their carbon footprint by choosing fully digital, paperless publications," said Jeanniey Mullen, executive vice president and CMO for Zinio. "Not only does digital reading make a positive impact on our environment, but it also enables the younger, more digital generations to stay connected with the high-quality editorial content contained traditionally in print magazines and books. We are excited to be able to do something good for the Y-generation and the planet at the same time, and see this as a long-term commitment to the future."
For more information on Earth Day Now, please visit: http://www.zinio.com/press?pr=67
