The Fish And Wildlife (And The Trillion Dollar Local Economy) Benefit From Commemorative Plate Sales

I’m far from a metrics freak, but I do enjoy learning about advertising that works. Therefore, I’m interested in the Hooray for the Bay campaign for Chesapeake Bay Trust by The Cyphers Agency in Annapolis, Maryland.

The campaign sought to educate about Maryland’s Bay Plate, a license plate that consumers can buy for $20 whose proceed go to restoration, protection and education programs for the Chesapeake Bay.
Cyphers’ passion for the subject helped fuel a 53% increase in sales of the plate. As a result:

• 223 tons more trash to be removed from streams in 2011
• 34 more acres of wetland, oyster reef, stream-side buffers to be restored in 2011
• 3511 more linear feet of living shorelines to be installed in 2011