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California advertising campaign success
1 September 1999
A recent advertising campaign in southern California backed by renewables companies-and featuring wind prominently-has been declared a preliminary success. The "Go Green" campaign, spear-headed by the non-profit group Global Green USA of Santa Monica, included high profile television advertisements, produced by a film company involved in the Oscar winning film "Shakespeare in Love," as well as direct mail and educational materials. The TV ads depicted a stunning contrast between a smokestack spewing effluent and wind turbines on a ridge top and the slogan: "Turn off Dirty Power." Viewers were referred to a free phone number for information or to a web page. Initial response to a direct mail campaign has been as high as 3%, about twice as high as for most such campaigns, says the group's Jamil Khan. Global Green, the American affiliate of Green Cross International, the Geneva-based group founded by Mikhail Gorbachev after the 1992 Rio Summit, is also working on a state-wide campaign with the Center for Energy Efficiency and Renewable Technologies, of Sacramento in California, and the Renewable Energy Marketing Board.
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