# Misleading Nature Ads This Nature Conservancy Campaign Uses Controversy to Attract Attention By Sarah St.Jules | Published 2013-08-01 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/nature-conservancy-campaign References: [adweek](http://www.adweek.com/adfreak/nature-conservancy-ads-paint-planets-future-eitheror-150818) & [nature.org](http://www.nature.org/ourinitiatives/regions/northamerica/unitedstates/massachusetts/future-of-nature.xml) The delicate nature of our world has become a hot topic in the last decade and people are trying to find ways to go green, and this [Nature Conservancy](https://www.trendhunter.com/trends/nature-is-for-everyone) campaign uses a [controversial format](https://www.trendhunter.com/trends/mwcurated) in order to bring attention to this topic. This ad appears to be expecting viewers to pick a side: Loggers or Forests? Fisherman or Fish? Many people would be offended by this black and white view of the subject, however, that is not what the Nature Conservancy actually means. The website you are directed to, from the ad campaign, demonstrates the ability to have a balance within our environment. Their website instructs that a working economy and a positive approach to taking care of our world will create that balance. This Nature Conservancy campaign is the perfect way to demonstrate that not everything is what it seems. ## Trend Insights (Trend Hunter) - Score: 1.7/10 - Popularity: 24% | Activity: 19% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Key Themes Behind This Trend - **Controversial Advertising:** Controversial advertising campaigns that use controversy to attract attention and create a balanced conversation. - **Balanced Environment:** Policies and campaigns aimed at creating a balance between the environment and economy. - **Green Living:** Increased interest, promotion, and practice of green living across the globe. ### Where This Applies - **Advertising:** Innovations in creating advertising campaigns that use controversy as a means of attracting attention. - **Conservation:** Innovations in creating policies and campaigns that promote and encourage a balance between the environment and economy. - **Sustainability:** Innovations in creating products and services that promote and incentivize green living and sustainable practices. ## Related on Trend Hunter - [Provocative Eco Screensavers](https://www.trendhunter.com/trends/planetsaving-screen-savers.md) - [Irreverent Ethical Soap Campaigns](https://www.trendhunter.com/trends/pure-rush-soap.md) - [History-Centric Advertisements](https://www.trendhunter.com/trends/royal-ontario-museum.md) - [Natural Tresspassing Campaigns](https://www.trendhunter.com/trends/nature-is-for-everyone.md) - [Plant-Based Billboard Takeovers](https://www.trendhunter.com/trends/plant-based-billboard.md) - [Nature-Centered City Campaigns](https://www.trendhunter.com/trends/visit-seattle.md) - [Provocative AR Campaigns](https://www.trendhunter.com/trends/not-so-happy-animals.md) - [Sustainable QSR Litter Adverts](https://www.trendhunter.com/trends/mcdonalds-malta.md) - [Truth-Forward Beauty Campaigns](https://www.trendhunter.com/trends/the-ordinary-x-uncommon.md)