NEW YORK -- If Earth had an ad budget, it would hire Earth Advertising, or at least that was my assumption when I invented the agency in 1999, originally eFlicks Media. “Earth needs a good ad agency,” Walter Cronkite had suggested to me back then.
Here on the eve of Earth Day, there is tremendous pressure to share what it’s been like over the past 13 years since Earth Advertising hatched in Soundtrack Studios. It’s been up and down. The fisheries went down, the trash went up. Water down. Temperature up. Species down. Chemicals up.
But, Earth Day is a day of celebration, not mourning. Although not the kind of celebrating we’re used to. Celebrating without plastic balloons, stirrers, straws, cups, bottles, bags, plates, forks, spoons and other harmful substances. We can celebrate by refusing single use disposable plastic on Earth Day. I know I’ve given up all these addictions, including on special occasions. Believe me, I fall off the wagon. But I get right back on. You can even take a pledge. Go to http://plasticpollutioncoalition.org/support/pledge/
But I digress. If Earth did have a budget for an ad campaign clearly nobody would ever agree on which agency to hire anyway. And should it be positive or negative?
With the help of Stuart Ross, an advisor to Earth Advertising, we brainstorm the idea via social media. His ideas arrive by simple text, “What if there was an RFP?” I text him back that I love it. “Help Wanted. Mid-sized terrestrial planet seeking immediate advertising support.”
Objective? Long-term sustainable relationship with inhabitants.
Single Most Important Message? Help Wanted.
Most Valuable Available Asset? Unlimited intellectual capital.
Single Most Limiting Factor? Natural resources.
Single Biggest Challenge? Old habits.
Metrics for Success? Cleaner atmosphere. Fresher water. Healthier people. Abundant fisheries. Fertile land. Swimmable oceans. Peaceful co-existence.
As the world turns its attention to Rio+20, the 20-year anniversary of the first global Earth Summit, an RFP from Earth is a novel idea. World leaders need our community’s help right now. They need a collective RFP.
Submit your creative ideas today for a two-page RFP from Earth to firstname.lastname@example.org.
Connect with us on Twitter: @earthadv.