Rupert Bear to be kids' green ambassador

Rupert Bear is to become an environmental ambassador for pre-school children, as part of a PR campaign devised by licensing company Entertainment Rights.

Bear will be environmental ambassador
Bear will be environmental ambassador

'There is currently no pre-school brand championing environmental issues in the UK and we plan to make Rupert Bear an eco ambassador, firmly planting green matters on the radar of families and preschoolers,' said head of group communications Simon Avis.

77 PR has been hired to spearhead the activity, after a four-way pitch involving Launch Group, Mantra PR, Noble PR.

Avis added that activity will include working with charity the Woodland Trust to support its 'Ancient Tree initiative'.

Entertainment Rights is also in talks with a number of public sector organisations about eco awareness campaigns.

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