I'm sure that all of the readers of this blog are aware of the threats polar bears are facing with the decline of arctic sea ice. The Center for Biological Diversity (CBD) has pressed the issue not only through legal and decision-making channels but also through the media.
Much attention is being placed nowadays on "new media" which includes avenues like blogs and other social media and online sites. They are certainly coming into their own, but good public relations strategy incorporates all media channels - and that includes "traditional media" (believe or not, but not all people get their news and information from the Internet; I know, shocking but true).
The Center for Biological Diversity, with the help of media supporters, produced two public service announcements about polar bears for television that have, to date, reached over 90 million viewers. Here's CBD's commentary, followed by one of the two ads:
Save the polar bear? We’re doing it. Not just in court and in the papers — also in the homes of millions of people across the country. Our polar bear TV ads, showing the stark reality of warming’s effects on the bear and its habitat, have educated 90.7 million and counting, in both English and Spanish, from Alaska to New York to Arizona. Since launching, the ads have ranked 13th most popular of all public service announcements nationwide, creating the groundswell of public fervor that helped us deliver 94,000 petitions telling the Obama administration we won’t let climate change doom our polar bears, planet, and selves.
You can check out both ads and learn more about what you can do by clicking here.