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Eleven to Promote Coastal Cleanup in California

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After an informal review of California agencies, Eleven has been selected to handle a pro-bono account aimed at enlisting thousands of volunteers to help clean up the state's coastline.

The California Coas tal Commission wanted a shop willing to handle more than advertising. "We felt we needed a complete marketing partner," said Judi Shils, marketing director of the nonprofit public-interest group.

The San Francisco agency will promote the annual Coastal Cleanup Day, slated for Sept. 15, when volunteers scour California beaches for trash. Along with creating TV, radio and print ads to run on donated media, the agency is helping with sponsor promotions, public relations, direct mail and collateral materials. Sponsors include Sprint, Oracle and Bank of America. Ads are due to break at the end of July.

Through much of the '90s, advertising was handled by FCB, San Francisco. "It's a very visible event, and we've been fortunate that a number of agencies want to work on it," said Shils.

Heading Eleven's effort is creative director and co-founder Rob Price. "We like this project because it revolves around a one-time event and the results are measurable," he said. "The client is also committed to a wide range of media," which Price said plays to the agency's strengths.

Agency co-founder Jordan Warren said the assignment is an effective way for staffers to flex their strategic-planning muscles for a cause that excites them.

A key piece of the marketing will be an arty poster series, similar to work Price and partner Paul Curtin did while they were design directors at Goodby, Silverstein & Partners.

Now in its 17th year, the project is tied to a global effort to spruce up coastline areas. Last year, about 43,000 people collected nearly 265 tons of garbage in California.

Commission officials said they want the message to extend beyond the one-day collection and motivate people to keep litter out of gutters and streets year-round because so much of it ends up on the coastline.