A new PSA campaign was recently launched by the Audubon Society of Rhode Island surrounding the national 2018 Year of the Bird effort. National Geographic, the National Audubon Society, the Cornell Lab of Ornithology, BirdLife International and more than 100 other organizations around the world recently joined forces to celebrate 2018 as the Year of the Bird. They strive to raise visibility of birds and awareness about the challenges that birds are facing and what people can do to help. Climate change is a threat to the survival of more than half of the birds in North America, and nearly 314 species are on the brink.
When the Looney team heard these concerning stats, they wanted to help. The team created a campaign completely different from what they had created in the past and was specifically designed to bring humor to the topic and position birds as being way cooler than humans. The agency believed so much in the cause that it invested more than $50,000 of its own resources in this project.
Looney Advertising decided to pitch the PSA to the Audubon Society. The national organization turned out to already be underway with a Year of the Bird campaign, but encouraged Sean and the Looney Team to pitch the idea to the local chapters, including the Rhode Island chapter, which was interested. As a result, the Rhode Island Chapter is utilizing the PSA-spot on TV and Cable as well as leverage on social media.
Creative Director: Sean Looney
Art Director: Debbie Looney and Michael Paul Raspanti
Producer: Adam Uhl
Account Direct: Christina D'angelo
Editor: Michael Paul Raspanti
Social Editor: Ilana Saltzman
Media: Jen Seaman