SOURCE: Datran Media

October 25, 2006 09:00 ET

Ad Council and Datran Media Partner to Increase Awareness of Global Warming Campaign

Public Service Advertising Campaign to Engage Millions Across the U.S.

NEW YORK, NY -- (MARKET WIRE) -- October 25, 2006 -- The Ad Council and Datran Media today announced that the Environmental Defense's "Fight Global Warming" email communication campaign has launched across the U.S. The campaign provides millions of members with access to energy conservation tips to help curb global warming and pollution and to increase awareness of the seriousness of the issue. It is the second time the Ad Council and Datran Media have teamed to promote a public service advertising (PSA) campaign via email.

In 2004, the two organizations released information regarding an Earth Day campaign. The results of the Ad Council's previous work with Datran Media have proven email to be an extremely effective channel to universally communicate PSAs. When the Earth Day campaign launched, the Ad Council reported that combined HTML-rich media emails resulted in a 50 percent open rate within hours of delivery.

Barbara Shimaitis, Senior Vice President of Interactive Services at the Ad Council, says, "The Ad Council is pleased that Datran Media is supporting the 'Fight Global Warming' campaign. Hundreds of millions of Americans are online, and the email channel is an increasingly important part of the media mix. Datran Media's involvement supports our mission to stimulate actions that make a measurable difference in our society."

The Ad Council's "Tick" and "Train" PSAs urge members to consider the energy choices individuals make today and how they will impact the future. The "Tick" spot focuses on the sound of a clock ticking, while the "Train" spot employs a visual of a passenger train and a child on the tracks. Both advertisements are designed to educate the public that if we join together to take action now, we still have time to avert the most dangerous consequences that global warming presents.

Datran Media will help maximize the performance of the "Fight Global Warming" campaign by increasing its reach and audience response. Since Datran Media reports the results of campaigns in real-time, performance of the outreach will be available immediately.

According to Environmental Defense President Fred Krupp, "Reversing the trend of global warming is possible, but it depends on the combined efforts of environmental scientists and researchers, governments of all nations and leaders of business and industry. Equally important, it depends on the daily habits of individuals."

Datran Media Chief Marketing Officer Sean O'Neal concurs, "Environmental concerns and protection efforts are of great importance to the Ad Council and Datran Media. We are proud to support Environmental Defense to help get the community involved."

For more information on "Fight Global Warming," please visit the campaign's website,

About Datran Media

Datran Media is a leading performance-based marketing company with enabling technology that connects marketers to consumers through a comprehensive set of email marketing and digital media services. Datran Media's expertise resides in online list management, customer acquisition, email delivery and compliance solutions. For more information, please visit: and the new Datran Media Journal at

About the Ad Council

The Ad Council is a private, non-profit organization with a rich history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has effected, and continues to effect, tremendous positive change by raising awareness, inspiring action and saving lives. To learn more about the Ad Council, visit

About Environmental Defense

Environmental Defense, a leading national nonprofit organization, represents more than 400,000 members. Since 1967, Environmental Defense has linked science, economics, law and innovative private-sector partnerships to create breakthrough solutions to the most serious environmental problems. To learn more about Environmental Defense, visit

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