Digitas Effort Roots for Peace

Digitas has created a pro bono campaign for Roots of Peace designed to raise awareness of the death and destruction caused by land mines.

Michael Jacobs, creative director of the marketing company’s office in San Francisco, was reading Newsweek in an airport years ago when he came across an item about Croatian-born vintner Miljenko Grgich’s efforts to de-mine vinyards in his home country.

Jacobs’ interest in these efforts led him to contact the Grgich Hills winery in Northern California, which put him in touch with Roots of Peace and its “Mines to Vines” campaign.