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.
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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

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About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.