The Martin Agency provides creative juice behind climate change campaign

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Paula Squires

Climate change campaign 

A $300 million advertising campaign to raise awareness about global warning begins tomorrow and features the work of The Martin Agency based in Richmond. Martin is working with Al Gore’s nonprofit, The Alliance for Climate Protection, on the three-year,  multi-faceted “We” campaign which includes a Web site, print, radio and television ads.  It’s being funded primarily with profits from Gore’s Oscar-winning film, “An Inconvenient Truth,” and the cash component from his Nobel Peace prize.

The first television spot for The We Can Solve It campaign (  begins airing Wednesday, April 2, on network and cable channels. Titled “Anthem”, it shows historic footage from other challenges in American history, such as World War II, segregation, and the race to put a man on the moon. 

In the near future, other television spots will follow showing unlikely alliances joining forces to solve climate change. One spot, showing the Rev. Pat Robertson of Virginia Beach, a well-known conservative, with the Rev. Al Sharpton of New York, a fiery social activist, filmed at the beach last month. 

The Martin Agency signed other big-name national clients last year including Wal-Mart and the X-Games.  The business boosted it from No. 5 to No. 3 in the 2008 annual ranking by Advertising Age magazine of the best advertising agencies in the country. 

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