Medium and message: Friends of the Earth

Friends of the Earth is targeting students with a campaign that puts prophylactics on big polluters.

Friends of the Earth hopes to get students talking about climate change with a new advertising campaign that depicts condoms covering sources of air pollution. The adverts, which have the tagline 'Protection against climate change', can be seen on posters and table tops at 30 universities across the UK.

"Students are a very important audience," says a spokesman for Friends of the Earth. "Many of them are likely to be the decision makers of tomorrow."

The aim of the campaign is to make students aware not only of the climate change problem, but also of the solutions available. Friends of the Earth says it created the ads to be interesting and amusing as well as hard-hitting and thought-provoking.

"We wanted to engage students in a way that would get them to talk about climate change amongst themselves," the spokesman says. "We thought a bland advert would be ignored."

The adverts are part of The Big Ask campaign, funded by the Department for Environment, Food and Rural Affairs. The campaign is supported by a website, www.climatesafe.co.uk, where students can play a game to win two InterRail tickets donated by Rail Europe.

Friends of the Earth also sponsored a survey conducted by The Student Panel, which found that 95 per cent of students agree that climate change is an important issue. "It's a big issue for students - it should be for everyone," says Friends of the Earth.

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