From the Publisher

By Louis A. Weil III

When TIME chose Endangered Earth as Planet of the Year for 1988, the magazine's inquiry into the global threat of environmental disaster was also intended to be, in the words of our editors, an "agenda for urgent action." That mission has now been joined by TIME's publishing side. In April, I challenged the country's advertising agencies to create Earth-saving messages, and offered to provide a national showcase for the winners. More than 325 firms submitted entries, and a 13-member panel of art directors and copywriters picked the best 10. The winners were chosen from eight regions, corresponding to TIME's branch advertising-sales offices, plus two "at large" selections. The ads were displayed at the Plaza Hotel on Oct. 10 during an awards luncheon, with TIME and the Advertising Club of New York as hosts. Here is our gallery of the finest, each of which will appear in TIME's pages in the coming months.