Digitas Helping to Raise Awareness of Land Mines | Adweek Digitas Helping to Raise Awareness of Land Mines | Adweek
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Digitas Helping to Raise Awareness of Land Mines

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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. The tagline is, "Help us turn land mines into grapevines."

"This is an interesting way to connect to the community and contribute to a global cause," said Jacobs. "It allows us to be global and local at the same time."

Print ads will appear in magazines such as Us Weekly and Saveur. Posters will appear on bus shelters in Washington, D.C., and San Francisco. The idea, said Roots founder and president Heidi Kuhn, is to bring the message to tourists and everyday citizens.

One poster reads, "Walking to school may result in death or injury"; another says, "Warning: Jogging may be fatal." Digitas also designed the organization's Web site, www. roots ofpeace.org.

"We're extremely grateful to Digitas for their generosity," said Kuhn.

Digitas, based in Boston, kicked off the campaign a few weeks ago with a reception in Washington hosted by Ivan Grdesic, the Croatian ambassador to the U.S.