WWF continues controversial ads

WWF-UK is relaunching its campaign against toxic waste five months after the chemical industry succeeded in banning an advertisement by the charity about man-made chemicals.

Images for WWF-UK's Who Cares? campaign were withdrawn in December for being 'unduly alarming' after the Chemical Industry Association complained to the Advertising Standards Authority.

Even though the new ad has a softer edge, the charity is still bracing itself for "stiff resistance".

"We need to be ready for the same reaction from the chemical industry that we received over the last Who Cares? campaign," said Tanya Reed, brand development manager at WWF-UK. "We've obviously hit a nerve and we're prepared to defend our right to tell people about the huge threat that man-made chemicals pose."

New press ads will appear in newspapers and in Sainsbury's shopping magazine. They depict a child and pregnant mother and are accompanied by text on the hazards of chemical toxins.

"Essentially the advertisement says the same thing but the tone is now more like a public information message, and although it's communicated in a slightly more cautious manner the scientific basis of the campaign remains unchanged," said Reed.

The campaign aims to target women and young mothers and raise awareness about the breadth of issues that WWF-UK works on.

"This is an important group to talk to as women and mothers are often tuned to many of our concerns, but may not associate WWF-UK with anything outside of our animal conservation work," said Reed.

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