IYB shirts to help fund biodiversity programs in Africa

22 Apr '10

4 min read

PUMA unveiled a series of advertisements featuring Cameroon footballer Samuel Eto'o. The campaign is part of the 'Play for Life' partnership, which PUMA and the United Nations Environment Programme (UNEP) formed in January of this year to support the 2010 International Year of Biodiversity.

The purpose of the partnership is to raise awareness about habitat and species conservation among football fans and the general public during worldwide football events, including the FIFA World Cup 2010.

The campaign will be seen globally in print, out of home, in-store and on-line and will run through the end of 2010. With 12 African football team sponsorships to its name and a history of innovation with Africa, PUMA is uniquely positioned to help drive this effort with UNEP.

"In 2010, Africa will be at the centre of the footballing world and all eyes will be on the continent," said Jochen Zeitz, Chairman and CEO, PUMA AG. "This is a unique opportunity for the 'Play for Life' campaign and the public service announcements to create a powerful statement to help support biodiversity initiatives in Africa and around the world. Biodiversity and valuing and protecting all life on our planet is a huge issue in Africa. We are proud to partner with UNEP to raise both awareness and funds to help these causes."

Satinder Bindra, UNEP's Director of Communications, said: "2010 is the International Year of Biodiversity. Through this powerful partnership with PUMA, we are reaching out to millions of football fans around the globe to spread the message: we can all do our part to protect our planet's animals, plants, insects and ecosystems."

In keeping with the PUMA brand DNA, the campaign takes on a tongue-and-cheek tone, offering a fresh alternative to the conventional, serious public service announcement format. Samuel Eto'o is pictured in a colorful field filled with flowers, wild animals and rainbows with pithy sayings such as, 'If crocodiles could speak, they'd say "support biodiversity and come swimming. Ignore the swimming part.'; 'I shall stop climate change so season tickets never become ordinary tickets.'; 'For every fallen tree, I will build a new one out of wood.' ; and 'Murphy's law says earth is doomed. Eto'o's law says don't listen to Murphy'. The ad campaign was created by PUMA's lead advertising agency Droga5.

David Droga, Droga5's Creative Chairman added: ""The 'Play for Life' campaign demonstrates you can convey a very important message and be playful at the same time."

To complement the public service announcements, PUMA's key fundraising lever for the 'Play for Life' campaign is the revolutionary new Africa Unity Kit - the world's first 'continental football kit' designed to be worn by all the 12 African football national teams that PUMA sponsors throughout 2010, leading up to the World Cup. By supporting the Africa Unity Kit, African teams are not only uniting as a powerful force in world football, but also raising awareness of the importance of environmental issues.

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