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NATO reaches out to young audiences via Scholz & Friends

International campaign to start on 30 March 2009

Scholz & Friends European Office

3/30/2009, Brussels - To mark the occasion of the 60th anniversary of the founding of NATO (North Atlantic Treaty Organization), the Alliance has contracted the Brussels office of Scholz & Friends (S&F) to develop an online video campaign for the Organization.

The online spots will go live prior to the official celebrations on 3 and 4 April 2009, in which heads of state government from the NATO member states will participate.

The aim of the videos is to illustrate NATO?s significance today, highlighting its role as a key enabler of peace, security and stability.

?Happily, for citizens in Allied nations, the major threats to freedom and stability have receded into the distance over the years,? says Dr. Lutz Meyer, a partner in the Scholz & Friends Group. ?This campaign is designed to reach out to a younger audience who may not know NATO very well. It aims to arouse their curiosity, and remind them that freedom and stability are more precious than they might think. It will also remind them that NATO has made a significant contribution to keeping them safe, and will continue to do so in the future.?

The web-platform for the campaign is the http://www.60yearsnato.info micro-site, which will be promoted internationally by web-banners. The central elements here are three Internet-distributed short films promoting awareness of NATO?s enduring commitment to peace and security. Each of the 45-second spots depicts people in what initially appear to be threatening, potentially violent situations. The scenes each eventually ? and surprisingly ? resolve themselves into normal, everyday situations, closing on relevant taglines:

    People often take freedom and stability for granted. We don?t. Peace and Security.
    That?s our mission.

    You want a life of freedom and stability. So do we. Peace and Security.
    That?s our mission.

    Freedom to do what you want. We help that happen. Peace and Security.
    That?s our mission.

Nico Beyer is the director of the spots, and United Visions produced them. Online implementation is being handled by the S&F-affiliated agency deepblue networks.

Scholz & Friends was selected by NATO as the result of an external international procurement process. Specialist agency Scholz & Friends? European Agenda and its Brussels office are geared towards putting their clients? content and messages on the public agenda in every country in Europe. For example, while Friends agencies in all 27 of the EU member states are responsible for the awareness campaign for the European Election in 2009, Scholz & Friends European Agenda is acting as the lead agency, coordinating the international network of local Scholz & Friends? offices throughout Europe.

Agency: Scholz & Friends European Office
Managing Director: Dr. Lutz Meyer
Consulting: Helge Köhling, Tecla Kohls

Press contact
Markus Mayr
tel +49 (0)40/3 76 81-115
fax +49 (0)40/3 76 81-320
pr@s-f.com
http://www.s-f.com