US public warned to 'keep it zipped'
BY JAMES BONE (Who??? ggg...pb)
THE US Government plans to update the Second World War message that “Loose lips might sink ships” with an advertising campaign for the computer age that warns the public to “Keep it zipped”.
The slogan is part of an effort by the National Security Agency to alert Americans to the danger after the events of September 11 of releasing information such as the floor plans of New York buildings.
Since the terror attacks, a number of government agencies have already removed data from their websites.
The Nuclear Regulatory Commission, for example, now offers scant information about nuclear power plants; the Environmental Protection Agency is no longer revealing what chemicals are stored at manufacturing plants; and the Transportation Department has taken down maps of natural gas pipelines.
Ad Age, a trade journal, reported that the NSA had hired the Baltimore agency of Trahan, Burden & Charles to draw up the campaign, based on the theme: “Is it something we said?” Neither the NSA nor the agency would confirm the plan, but it is expected to include print and possibly even hoarding advertisements.
The US Administration has begun a broad advertising campaign as it opens a propaganda front in the war on terrorism. The State Department is spending $25 million (£17.5 million) on print and radio advertisements and stickers for a “Rewards for Justice” drive encouraging people to turn in terrorists.
Charlotte Beers, the former Madison Avenue boss recently appointed Under Secretary of Public Diplomacy, has shown planned ads carrying such headlines as: “Information on terrorists. $25 million reward.” Another asks: “Can a woman stop terrorism?” Ms Beers said that the State Department campaign was aimed at providing guidance on what people can do to fight terror. It is due to beginin two weeks, running first as public service announcements on US media.
Tom Ridge, the new Director of Homeland Security, is also reported to be looking for an advertising agency. Ad Age said he was planning to promote the new civil defence volunteer service that President Bush outlined in a speech to the nation last week.
The government advertising spend is not expected to compensate for the large fall in advertising resulting from the September 11 attacks because much of the campaign, from dropping leaflets in Afghanistan to posters in the Middle East, is directed abroad.
Advertising executives have been critical of the Bush Administration’s efforts to present America’s case in the Middle East. At a Congressional hearing, leading figures from the advertising world told the House of Representatives’ Committee on International Relations that the United States could do a much better job of delivering its message of diversity and freedom.
But John Leslie Jr, the chairman of Weber Shadwick Worldwide, said there were limits to what propaganda could achieve. “It is unrealistic and probably counterproductive to suggest that in the short term we can sell America’s values to the Arab street,” he said.
thetimes.co.uk |
