Pew Wilderness Center Announces Start of Nine-Year Public Education Effort

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FOR IMMEDIATE RELEASE:

Pew Wilderness Center Announces Start of Nine-Year Public Education Effort

Unveils New Ad Campaign Narrated by Television X-Files Star

DISTRICT OF COLUMBIA, WASHINGTON, Apr. 24 -/E-Wire/-- A press briefing this Thursday will officially launch the Pew Wilderness Center and unveil a major television advertising campaign to raise public support for expanding and protecting the nation's wilderness. The ad campaign features a commercial narrated by X-Files star David Duchovny.

The Pew Wilderness Center was established to elevate public awareness of the need to protect the nation's remaining wilderness. The Center will have a lifespan of 10 years; the three-week-long ad campaign is the center's first effort to educate the public about the need for increased wild lands protection.

The television commercial depicts a lighthearted juxtaposition showing an activity that millions of Americans enjoy, family camping, but in a rather surreal spot for this pastime: the middle of a major metropolitan area, on the only place left â the median of a major Interstate highway. The commercial will run for three weeks in 10 markets: Boise, Denver, Des Moines, Duluth, Fargo, Las Vegas, Lincoln, Little Rock, St. Louis and Salt Lake City.

The commercial was produced by SloGraffiti, a division of Palomar Pictures in Los Angeles, and directed by Peter Berg, who starred as Dr. Billy Kronk in the CBS series "Chicago Hope" and who created the ABC series "Wonderland." Berg is also the writer and director of the movie "Very Bad Things." The spot was created and developed by North Woods Advertising Agency, a Minneapolis marketing communications firm best known for launching Mall of America, helping elect Gov. Jesse Ventura of Minnesota and creating Ralph Nader's national advertising.

For more information on wilderness issues, go to www.pewwildernesscenter.org, which features information regarding wild places, the wilderness concept and the 105-million-acre National Wilderness Preservation System.

What: Press Briefing to Launch Pew Wilderness Center, Ad Campaign Who: Mike Matz, Executive Director, Pew Wilderness Center

Where: Willard Hotel, 14th St. and Pennsylvania Ave., Taft Room

When: Thursday, April 26, 10 a.m.

Call In: Reporters outside of Washington can call 1-[REDACTED-PHONE] code 66791

Environmental Media Services

http://www.pewwildernesscenter.org

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