Discovery's Launches Campaign

  • June 26, 2009, a Discovery Communications property, is launching a new ad campaign with 17-year-old extreme athlete Aaron "Wheelz" Fotheringham, a wheelchair-bound athlete with spina bifida.

The effort, for the Web and the Discovery Channel, is positioning the site as a place with an answer to any question and includes a cross-promotion with the Spina Bifida Association of America, focused on Fotheringham's story.

The campaign also has spots featuring a skydiving car. The ads, with the theme of "Keep Asking," pose questions ranging from "How are pools filtered?" to "How is the spinal cord formed?"--Karl Greenberg

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