Vancouver Aquarium conducts frog awareness campaign
The Vancouver Aquarium has begun a marketing campaign to promote its new exhibit, "Frogs Forever." The campaign, called, "If Frogs Go Extinct, You'll Notice," is intended to raise awareness of the issue of amphibian extinction. The creative seeks to link the ongoing decline in the worldwide frog population to the effects it will have on humans. The campaign, developed by Taxi Vancouver, consists of television, radio and newspaper advertising from mid-March until early April. Transit and cinema ads began this week and will continue until the end of May. An online game will be added to the aquarium's website next month. The campaign is running in English, Chinese and Punjabi in the Vancouver area. Media buying and planning was handled by TalyorMade Media. "Launching a new exhibit, especially one centering on animals as engaging and fascinating as frogs, is not particularly challenging," said Dave Calder, marketing vice-president at the aquarium. "Ensuring that the Vancouver Aquarium raises awareness of how significant the crisis facing amphibians worldwide is exponentially more difficult. Taxi has worked extremely hard to make sure our conservation and direct action message cuts through, while making it clear that we have a new, compelling, amazing exhibit to visit."