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  • November 1992 (Revised April 1995)
  • Case
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Advertising Council Earth Share Campaign: Strategy, Execution, and Final Campaign

By: V. Kasturi Rangan and Jayne D. Kramer
  • Format:Print
  • | Pages:17
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Abstract

In the several years preceding 1992, there had been a dramatic rise in the public's concern for environmental issues. Yet the Roper Organization reported that fewer than one in ten Americans made personal efforts to help solve environmental problems on a regular basis. The Environmental Federation approached the Advertising Council in New York to develop an advertising campaign to motivate individuals and businesses to modify their actions to restore and protect the environment. The case details three phases of campaign development: research, strategy, and execution.

Keywords

Advertising Campaigns; Social Marketing; Corporate Social Responsibility and Impact; Research; Environmental Sustainability; Welfare

Citation

Rangan, V. Kasturi, and Jayne D. Kramer. "Advertising Council Earth Share Campaign: Strategy, Execution, and Final Campaign." Harvard Business School Case 593-062, November 1992. (Revised April 1995.)
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About The Author

V. Kasturi Rangan

Marketing
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Related Work

    • July 1993
    • Faculty Research

    Advertising Council: Corporate Strategy

    By: V. Kasturi Rangan
    • February 1996
    • Faculty Research

    Advertising Council Earth Share Campaign, The: Strategy, Execution, and Final Campaign TN

    By: V. Kasturi Rangan
Related Work
  • Advertising Council: Corporate Strategy By: V. Kasturi Rangan
  • Advertising Council Earth Share Campaign, The: Strategy, Execution, and Final Campaign TN By: V. Kasturi Rangan
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