The new campaign shows an image of a smoking chimney stack that, through rich media, users can transform into a clean energy wind turbine. The campaign uses the copy "There's no magic wand but by joining Friends of the Earth you can make a difference".
The new advertising will appear on major portals such as AOL, Yahoo!, and MSN, as well as on targeted sites such as New Scientist, The Economist and Channel 4's website.
Peter Taylor, internet fundraising officer at , said: "This online recruitment drive puts Friends of the Earth at the forefront of charity marketing. We want to test online marketing as a method to recruit supporters and this inventive creative will hopefully capture a cold audience's imagination."
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