On july 1, The Ontario Science Centre will begin doing its bit for the environment with the unveiling of its newest exhibit, The Living Earth.

The Living Earth, which required two years to develop, comprises six exhibit themes: Rain Forest, Great Lakes Watershed, Underground – Ontario Limestone Cave, Ocean Ecosystems, Atmosphere and Waste.

The exhibit represents an attempt by centre employees to recreate a selection of self-sustaining ecosystems as they appear in the natural environment.

Jennifer Martin, the centre’s director of research and exhibit planning, says The Living Earth marks a departure for the Don Mills, Ont. facility in that this is the first time a substantive focus has been placed on the dynamics of the world’s ecosystems.

Martin says past exhibits, such as the Science Arcade and the Space exhibit, have primarily highlighted different aspects of classical physics.

She says The Living Earth is designed to ‘engage people by creating unique sensory environmental experiences.’

Jody Bishop, the centre’s director of marketing and development, says The Living Earth’s environmental theme is something growing numbers of people are interested in, adding it is hoped the exhibit will attract new audiences.

Toronto ad agency Axsmith McIntyre Wicht (formerly Camp Associates), hired last fall as the centre’s agency-of-record, has created a radio, transit shelter and superboard campaign to promote the new exhibit.

The campaign, which is running across Metro Toronto, began June 14 and will run for about six weeks.