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New Clean Air TV Ad Campaign Kicks Off

Two energetic, animated commercials ask citizens to take simple steps to improve air quality.

Denver, Colo. (June 10, 2005) – As part of its public education campaign to raise awareness of ground-level ozone and encourage citizens to take action to help improve air quality along the Front Range, the Regional Air Quality Council (RAQC) is kicking off a television advertising campaign on June 13.

The campaign, which runs through mid-August, features two animated television commercials. Because automobiles and gas-powered lawn equipment are major contributors to ozone-causing emissions, the two spots speak to people who drive and who mow their lawns.

The first, titled “If you drive,” features a car zooming through a red landscape with the narration: “If you drive and you breathe the air, this message is for you.” The commercial asks viewers to take three easy steps to improve air quality this summer: “refuel after 5 p.m.; keep your vehicle maintained; and avoid unnecessary idling.”

The second spot, titled “If you mow,” features three lawnmowers zooming over a green landscape with the narration: “If you mow your lawn and you breathe the air, this message is for you.” The commercial asks viewers to: “mow after 5 p.m.; keep your equipment well-maintained; and use an earth-friendly mower or trimmer.”

The television commercials were developed and produced by Denver-based Launch Advertising and will run on the following stations: KWGN, KUSA, KMGH, KDVR, Comcast and Channel 8 Public Access Stations.

“The purpose of this advertising campaign is two-fold. First, we want to let the public know about the Front Range’s summertime ozone pollution challenge. Secondly, we hope to inspire action by providing simple, easy steps people can take to make a difference. And we aimed to keep the tone of the campaign energetic, simple and straightforward,” said Ken Lloyd, executive director of the RAQC.

The advertising campaign also includes billboards posted throughout the Denver-metro area and premiere radio traffic sponsorships, also running through mid-August.

“It’s exciting for us to utilize the tenets of solid advertising for the greater good. Our job is to educate and inspire the public to action. We feel we can accomplish that with work that is respectful, fresh and inventive. We’ve made it hip and easy for people to get involved in reducing ozone pollution,” said Martha Peck, creative director, Launch Advertising.

To view the television commercials, please visit: www.ozoneaware.org/newsroom.html

For additional information on ground-level ozone and the advertising campaign, please visit www.OzoneAware.org or the RAQC’s Web site at www.raqc.org or call (303) 629-5450.

About Regional Air Quality Council
The Regional Air Quality Council (RAQC) is the lead air quality planning agency for the seven-county Denver metropolitan area. In existence since 1989, the Council’s main purpose is to develop plans and programs to keep the region in compliance with federal air quality standards, with significant input from area citizens, business, and local governments. The RAQC also oversees the development and implementation of air quality outreach and education programs throughout the region.

About Launch
Launch Advertising is a Denver based advertising partnership focused on consumer products, public initiatives and transportation issues. Launch is a full service advertising agency, specializing in broadcast advertising. Recent campaigns included FasTracks Yes!, Hickenlooper for Mayor, and branding and product launches for Keller Homes and Revolution Cleaners. For more information about Launch Advertising, please call Betsy Bartholomew at 303-433-4126 or visit www.launchadvertising.com.

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