WASHINGTON, May 10, 2001 (PRIMEZONE) -- Roots of Peace, a California- based, non-governmental organization devoted to the mine action, will launch a major advertising campaign with DIGITAS in Washington, D.C. to coincide with the International Campaign to Ban Landmines Conference (co-recipient of the 1997 Nobel Peace Prize) gathering globally this week.
The three-pronged "pro bono" advertising campaign is designed to raise awareness in the United States regarding the global landmine crisis affecting more than 70 countries where more than 70 million landmines remain silently poised. First, mass transit bus shelters owned by Eller Media in prime downtown Washington, D.C. locations will be carrying messages about the scourge of landmines, echoing similar advertisements that have been carried by Infinity Outdoor in the San Francisco Bay Area since December. Second, Roots of Peace is coordinating print advertisements created by DIGITAS in "US Weekly" and "Saveur" magazines depicting the dangers posed by landmines in roughly one third of the world's nations. All ad space has been generously donated.
Finally, Ambassador Ivan Grdesic of the Embassy of the Republic of Croatia, hosted a private diplomatic reception for Roots of Peace on March 9, 2001 at 7 p.m. to launch an innovative Website, www.rootsofpeace.org, designed by DIGITAS to serve as a focal point for global citizens and organizations interested in the mine action. The evening focused on Roots of Peace's Mines to Vines initiative in Croatia where more than 150 acres of land has been de-mined through the generous contributions of the California wine industry and the U.S. Department of State.
"...you have turned mines to vines by replacing seeds of death with seeds of life ... and you have shown the world that even with modest beginnings, a partnership backed up by persistence can make a real difference." -- UN Secretary-General Kofi Annan -- 2000
The evening featured a "global toast to peace" by Croatian and California vintners cultivating grapevines for more than 2000 years -- not harvesting land mines. Supporting California wines include Croatian-born Napa Valley vintner Miljenko Grgich of Grgich Hills, J Wine Company, Robert Mondavi Winery, Beringer, Geyser Peak, Dry Creek Vineyard, and Kendall-Jackson Winery.
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CONTACT: Roots of Peace
Heidi Kuhn, Media
(415) 455-8884
DIGITAS
Maureen Bailey
(617) 867-1473