Greenpeace launched its first paid advertising campaign on Aug. 10.

The multi-media campaign, involving tv, radio, newspaper and outdoor, is designed to counter an effort by the pulp and paper industry to undermine the Ontario government’s pre-election promise to ban the dumping of chlorine by-products.

The Media Foundation, a non-profit media literacy group based in Vancouver, developed and produced the tv and radio portion of the campaign. It also bought the campaign’s $11,000 in tv media time.

The Media Foundation, which is composed largely of filmmakers, is best known for publishing Adbusters, a magazine critical of advertising and the commercial media. Last year, in an effort to expand its reach, it set itself up as a non-profit ad agency to service organizations pushing for social change.

The foundation is working on a tv spot for Greenpeace in the u.s. The spot, ‘No Car Future’ will run in North America and Europe. PA