Digitas Breaks New Antimine Ads

Digitas has debuted its first pro bono campaign for Roots of Peace that seeks to raise awareness of the destruction caused by land mines.

The work, from the Boston-based agency’s San Francisco office, includes print, outdoor and a new Web site. The ads mark the first national effort for the organization, founded in 1997 to de-mine vineyards and other farm able land in Croatia and other war-torn spots.

Eight print ads depict the dangers posed by mines in about one-third of the world’s countries. One shows images of a vintner and tanks rumbling through a war-torn street with the copy, “Producing a great vintage is always a struggle. In this case, it was a matter of life and death.” The ads are running in magazines such as U.S. Weekly and Saveur.

Bus-shelter posters appearing in the Washington and San Francisco areas show horrifying images of people injured by mines. One reads, “Walking to school may result in death or injury”; another notes, “Warning: Jogging may be fatal.”

The campaign’s tagline: “Help us turn land mines into grapevines.”

“This is [a] way to connect to the community and contribute to a global cause,” said Michael Jacobs, creative director of Digitas in San Francisco.

The idea, said Heidi Kuhn, founder and president of San Rafael, Calif.-based Roots, is to bring the antimine message to tourists and other citizens.

Roots sponsors include Croatian-born vintner Miljenko Grgich’s Northern California winery Grgich Hills and the U.S. State Department.