Digitas Helping to Raise Awareness of Land Mines

Digitas has created a pro bono campaign for Roots of Peace, which raises awareness of the death and destruction caused by land mines.

Michael Jacobs, creative director of Digitas’ San Francisco office, learned a few years ago about Croatian-born vintner Miljenko Grgich’s efforts to de-mine vineyards in his home country. Jacobs contacted the Grgich Hills winery in Northern California, which put him in touch with Roots of Peace and its “Mines to Vines” campaign. The result is an effort that includes print ads, bus-shelter posters and a Web site promoting the organization’s cause.