Tavik and Surfrider have partnered up to air a public service announcement at gas pumps about the importance of clean beaches and a clean environment. The PSA is set to be broadcast on more then 500 gas pump TVs all over the west coast. The spot will run regularly throughout the summer and over the next few years.
The problem with this campaign is that I don’t think it will effectively reach the right demographic at the right time in order to make the intended impact. Don’t get me wrong, I’m all for going green and nothing gets under my skin more than a dirty beach or litter floating past me as I’m waiting for a set. I just don’t think gas pumps are the right place for this kind of ad. A message that talked about alternative fuels and the evils or big oil would be much more effective. But then again they’d also have a snowballs chance in hell of showing up at a gas station.
The point I’m trying to make is this campaign would probably have a better effect if it reached people as they were participating in some kind of beach/ocean related activity. Regardless, this is a valiant effort from both Tavik and Surfrider and they deserve credit for doing the right thing and trying to make a positive impact.