PSA Catalog, Q3, 2013

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Public Service Advertising Catalog
QTR 3, 2013
Saving Money
Can Lead To
Bundles Of Joy.
Feed The Pig.org
Fulfillment | PSACentral.org
Sec2
HEaLtH
How to Support our PSAs
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Materials This Issue
digital Literacy – TV, Radio, Print, OOH, Web Banners (ENG/SPA) ...........................................1
To switch from hard kits to digital delivery, send an email to aanderson@adcouncil.org
Sec3
Fulfillment | 1-800-933-PSaS
Education
NEW
Digital Literacy
Connect2Compete
Low-income and minority Americans disproportionately find themselves on the
wrong side of the digital divide and excluded from the $8 trillion digital economy
and all of its benefits. The EveryoneOn campaign PSAs aim to help the millions of
Americans who do not have the digital literacy skills they need to succeed and help
them understand the relevance the Internet has in their lives.
MATERIALS
For More Information, Contact: Brian Vahaly; brian@everyoneon.org
Website: www.EveryoneOn.org
Volunteer Ad Agency: Y&R
Ad Council Campaign Manager: Dzu Bui
ENGLISH: OOH, PRINT, RADIO, TV,
Web Banners
SPANISH: OOH, PRINT, RADIO, TV,
WEB BANNERS
Financial Literacy
MATERIALS
American Institute of CPAs
Statistics demonstrate that Americans ages 25–34 have financial behaviors that tend
toward debt accumulation, and this is happening during a period of milestone events
such as getting married, having children and caring for aging parents. The Feed the
Pig™ campaign aims to empower this group to take charge of their personal finances
by living within their means and saving for long-term financial security.
ENGLISH: OOH, PRINT, RADIO, TV,
Web Banners
For More Information, Contact: Melora Heavey, Senior Manager, Communication, AICPA,
1455 Pennsylvania Avenue, NW, Washington, DC 20004-1081; (212) 596-6037; mheavey@aicpa.org
Website: www.FeedthePig.org
Volunteer Ad Agency: Turbine
Ad Council Campaign Manager: Ricki Kaplan
GED® Achievement*
MATERIALS
Dollar General Literacy Foundation
Data shows that students who drop out of high school tend to earn less
and have a lower quality of life. While they know they need to get their GED®
diploma, what they really need are simple directions on how to get started.
The campaign shows viewers that they can get the encouragement and
push they may need to get their GED® at yourged.org or by calling
1-877-38-YOURGED. There they can find local GED® programs and information
on the GED® diploma process. In addition, the fulfillment features entertaining
“Pep Talks” from celebrities offering different levels of motivation to the viewers,
reiterating that they can get whatever encouragement and push they may need to
take the first steps towards their GED®.
ENGLISH: OOH, PRINT, RADIO, TV,
Web Banners
SPANISH: OOH, PRINT, RADIO, TV,
WEB BANNERS
For More Information, Contact: Denine Torr, Director, Dollar General Corporation,
100 Mission Ridge, Goodlettsville, TN 37072; DTorr@dollargeneral.com; (615) 855-5208
Website: www.YourGED.org
Volunteer Ad Agency: DDB Chicago
Ad Council Campaign Manager: Jennifer Fritz
* GED® is a registered trademark of the American Council on Education® and may not be used
or reproduced without express written permission of the American Council on Education.
Fulfillment | PSACentral.org
1
Education
High School Dropout Prevention
MATERIALS
United States Army
Each school day, 7,000 young men and women give up on their high school
education and, in many cases, on themselves. The campaign’s goal is to raise
awareness of the dropout crisis and provide people with ways they can support
teens in their community stay in school and graduate. The campaign also includes
a component focused around the issue of student attendance.
ENGLISH: ooh, PRINT, RADIO, TV,
Web Banners
SPANISH: ooh, PRINT, RADIO, TV
For More Information, Contact: James Ortiz, OASA (M+RA),
200 Stovall Street, Hoffman 2 (Room 9S31), Alexandria, VA 22332
Website: www.BoostUp.org
Volunteer Ad Agency: Publicis Kaplan Thaler
Ad Council Campaign Director: Dzu Vien Bui
Reading
MATERIALS
Reading is Fundamental
Research shows that success in school and life starts with literacy. When children
become good readers in the early grades, they are more likely to become better
learners throughout their school years and beyond. In an effort to communicate to
parents the importance of reading to their school-aged children, the Ad Council
teamed up with Reading is Fundamental (RIF), the nation’s largest non-profit
children’s literacy organization, to create a new national public service advertising
campaign, “Book People Unite.”
ENGLISH: tv, radio, print, ooh,
WEB BANNERS
For More Information, Contact: Jay Brown, Director of Integrated Marketing, Reading is Fundamental,
Inc, 1730 Rhode Island Ave. NW, 11th Floor, Washington, DC 20036
Website: www.BookPeopleUnite.org
Volunteer Ad Agencies: Mother NY
Ad Council Assistant Campaign Manager: Zach Kohn
Supporting Minority Education
MATERIALS
United Negro College Fund
By highlighting the leadership and accomplishments of important African
Americans, this campaign asks potential donors to consider the impact of minority
education on their own lives. UNCF encourages all individuals to support
educational opportunities for minority youth today so we do not miss out on the
next big idea tomorrow, because “a mind is a terrible thing to waste.”
2
ENGLISH: radio, print, WEB BANNERS
Fulfillment | 1-800-933-PSAS
For More Information, Contact: Richard Shropshire, Vice President, Marketing Communications,
8260 Willow Oaks Corporate Drive, FairFax, VA 22031; (917) 843-7598; richard.shropshire@uncf.org
Website: www.uncf.org
Volunteer Ad Agency: Y&R
Ad Council Campaign Manager: Jennifer Fritz
FAMILY & Community
Adoption from Foster Care
HHS’ Children’s Bureau and AdoptUSKids
There are 104,000 children currently in the foster care system waiting for a family.
This campaign aims to significantly increase the awareness of the urgent need for
parents to provide loving, permanent homes for these children.
MATERIALS
For More Information, Contact: Kathy Ledesma, AdoptUSKids, 605 Global Way, Linthicum, MD 21090,
Suite 100; (888)200-4005
Websites: www.adoptuskids.org
Toll-Free Numbers: English: (888) 200-4005; Spanish: (877) 236-7831
Volunteer Ad Agencies: kirshenbaum bond senecal + partners
Ad Council Campaign Manager: Mike Horvath
ENGLISH: TV, Radio, print, ooh,
WEB BANNERS
SPANISH: RADIO, TV
Caregiver Assistance
MATERIALS
AARP
In 2009, 42.1 million caregivers in the U.S. provided an estimated $450 billion
worth of unpaid care to aging relatives and friends. Approximately 3 out of 4
boomer caregivers describe the task of providing care to an older adult as difficult
and many feel they need more help or information, but don’t know where to turn for
support. This new campaign emphasizes the resources available and concludes with
the tagline, “Together, let’s help each other better care for ourselves and the ones we
love.” The PSAs drive to www.aarp.org/caregiving, where caregivers can join a
community and receive practical tips and tools, as well as connect with experts and
other caregivers for advice and support.
ENGLISH: TV, Radio, print, ooh,
Web Banners
SPANISH: OOH, PRINT
For More Information, Contact: Elizabeth Bradley, Director of Integrated Communications,
601 E Street, NW, Washington, DC 20049; (202) 434-3796; ebradley@aarp.org
Website: www.aarp.org/caregiving; www.aarp.org/cuidar
Volunteer Ad Agency: Butler, Shine, Stern & Partners
Ad Council Campaign Director: Katie Bishop
Community Engagement
MATERIALS
United Way Worldwide
The Community Engagement campaign works to motivate and inspire people from
all walks of life to get engaged and become a partner with United Way in the efforts
to advance the common good. Education-focused PSAs featuring star NFL players
support United Way’s goal to recruit one million volunteer readers, tutors
or mentors. The PSAs allow viewers to see themselves as having a role in creating
real, long-lasting changes, and understand that they could be the difference between
a graduate and a dropout. Viewers are encouraged to go to www.UnitedWay.org to
take the pledge to be a volunteer reader, tutor or mentor and learn how they can
make a difference in the life of a child.
ENGLISH: tv, radio, print, ooh,
Web Banners
SPANISH: PRINT, RADIO
For More Information, Contact: Gabriella Madden Shuskey, Director, Advertising;
United Way Worldwide; 701 N. Fairfax St. Alexandria, VA 22314; (703) 836-7112 x328
Website: www.unitedway.org
Volunteer Ad Agency: McCann Erickson New York
Ad Council Campaign Manager: Hannah Blatt
Fulfillment | PSACentral.org
3
FaMiLY & coMMunitY
discovering nature
MATERIALS
U.S. Forest Service
The time U.S. children spend outdoors has declined 50% in the past 20 years.
However, there are many benefits to kids who spend time out in nature. Time
spent in nature gives kids the ability to explore, use their imaginations, and engage
in unstructured and adventurous play. This campaign aims to inspire tweens and
their parents to discover the joy of exploring nature, develop a love for the land and
ultimately to understand the importance of conservation. The PSAs direct them to
DiscoverTheForest.org and DescubreelBosque.org, where they can search for nature
locations and download activities to do outside when they go.
ENGLISH: TV, RADIO, OOH,
Web bANNeRs
SPANISH: TV, RADIO, OOH,
Web bANNeRs
For More Information, Contact: Katie Armstrong, Public Affairs specialist, U.s. Forest service,
1621 North Kent street Arlington, VA 22209; (202) 205-1028; karmstrong@fs.fed.us
Website: www.DiscoverTheForest.org | www.Descubreelbosque.org
Volunteer Ad Agencies: Totality, Turbine
Ad Council Campaign Manager: Ricki Kaplan
Energy Efficiency
MATERIALS
U.S. Department of Energy
Energy use is on the rise around the world. The Energy Efficiency campaign aims
to reach practical homeowners who are looking for ways to save money and
demonstrate the long term savings of energy efficient actions in the home. The
campaign calls out that “Saving Energy Saves You Money” and directs viewers to
EnergySaver.gov to find energy efficient actions they can take in their homes.
ENGLISH: TV, RADIO, OOH,
Web bANNeRs
For More Information, Contact: sarah Lynch, U.s. Department of energy, 1000 Independence Avenue,
sW, Washington, DC 20585; (202) 247-1767
Website: www.energysaver.gov
Volunteer Ad Agency: GsD&M
Ad Council Campaign Manager: Mike Horvath
Fatherhood involvement
MATERIALS
HHS’ Office of Family Assistance; National Responsible Fatherhood Clearinghouse
Eighty-six percent of dads spend more time with their children today than their own
fathers did with them. However, a majority of dads (7 out of 10) also reported that
they could use tips on how to be a better parent. The campaign PSAs communicate
to fathers that their presence is essential to their children’s well-being and encourage
dads to play an active role in their children’s lives. The campaign also serves as a
resource for fathers by directing them to visit www.fatherhood.gov or to call
1-877-4DAD411 for parenting tips, fatherhood programs, and other resources.
4
ENGLISH: TV, RADIO, PRINT, OOH,
Web bANNeRs
Fulfillment | 1-800-933-PSaS
For More Information, Contact: Patrick Patterson, ICF International, 9300 Lee Highway, Fairfax, VA
22031-6050; (302) 533-6168
Website: www.Fatherhood.gov
Volunteer Ad Agency: Campbell ewald
Ad Council Campaign Manager: Mike Horvath
Hunger Prevention
Feeding America
Hunger is a reality for 1 in 6 Americans, including millions of children, seniors and
working families. Yet even with the recent economic downturn, many people still
separate themselves from the domestic hunger issue with inaccurate stereotypes.
The Hunger Prevention campaign features Matt Damon, Ben Affleck, Ana Ortiz,
Aaron Eckhart, and Abigail Breslin portraying the real stories of hunger in America.
Combating stereotypes about who is hungry in America, these PSAs highlight the
fact that hunger is closer than we all think, but fortunately, so is the solution. All of
the PSAs urge viewers to get involved at FeedingAmerica.org/Hunger and to reach
out to their community’s food bank.
For More Information, Contact: stephanie Rath, Director, Marketing, Feeding America,
National Office, 35 east Wacker Dr., suite 2000, Chicago, Illinois 60601; (312) 629-7236
Website: FeedingAmerica.org/Hunger; FeedingAmerica.org/espanol
Volunteer Ad Agency: Cutwater LLC
Ad Council Campaign Manager: Jennifer Fritz
MATERIALS
ENGLISH: TV, RADIO, PRINT, OOH,
Web bANNeRs
SPANISH: TV, RADIO
“I don’t want to lose my house.”
Making Home affordable
U.S. Department of the Treasury and the U.S. Department of
Housing and Urban Development
Nearly 4 million Americans are more than 60 days behind on their mortgage, and
countless others are only a paycheck away from missing a mortgage payment. The
PSA campaign encourages homeowners to call 888-995-HOPE (4673) and speak
one-on-one with a HUD-approved expert to discuss solutions that are available
based on their individual circumstances. In addition, the campaign directs
homeowners to the program website, MakingHomeAffordable.gov, an online
resource for struggling homeowners to learn about options other than foreclosure.
For More Information, Contact: Amanda bagwill, The Advertising Council
1707 L street NW, suite 600, Washington, D.C. 20036; (202) 558-7203
Website: www.MakingHomeAffordable.gov
Volunteer Ad Agency: schafer Condon Carter
Ad Council Campaign Director: Amanda bagwill
MATERIALS
ENGLISH: TV, RADIO, PRINT, OOH,
Web bANNeRs
If you have mortgage problems, call 888-995-HOPE for
one-on-one expert
from this freePRINT,
government program.
SPANISH:
TV,adviceRADIO,
OOH,
Don’t give up.
Web bANNeRs
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newborn and child Survival
Making Home Affordable
Magazine - English
Full Page
Save the Children ®
Every year, almost 7 million children in the developing world die of largely
preventable or treatable illnesses before reaching age five. These children live in
marginalized areas which lack access to complete healthcare. The bridge to such care
is the local health worker, who is selected from within the community and trained to
assess, classify, and treat, or refer children with signs of infection, disease, and other
life-threatening conditions. By providing support to these workers, Americans can
become part of the solution to newborn and child survival in the developing world.
Printed @ 100% Unless Indicated
For More Information, Contact: Mary beth Powers, Newborn and Child survival Campaign Chief,
save the Children, 54 Wilton Rd., Westport, CT 06880; 203-221-4269
Website: everybeatMatters.org
Volunteer Ad Agency: bbDO New York
Ad Council Campaign Director: Katie bishop
Fulfillment | PSacentral.org
5
FaMiLY & coMMunitY
Shelter Pet adoption
I’VE NEVER UNDERSTOOD
WHY MY HUMAN WON’T LEAVE THE
HOUSE WITHOUT HER LEASH.
I THINK SHE’S AFRAlD OF GETTING
LOST. BUT IT’S OK, I KIND OF LIKE
SHOWING HER AROUND.
MATERIALS
— HARPER
adopted
08-18-09
ENGLISH:
TV, RADIO, PRINT, OOH,
Web bANNeRs
The Humane Society of the United States and Maddie’s Fund
Pet adoption has increased since 2009, despite adverse economic conditions. The
percentage of dogs and cats in homes who were adopted from shelters and rescue
groups has risen from 27% to 29% in the last two years, while the number of healthy
and treatable pets losing their lives for lack of a home has dropped from 3 million to
2.7 million. Bringing that number all the way to zero is the goal of “The Shelter Pet
Project,” which aims to encourage millions of pet lovers to make shelters the first
choice and desired way for acquiring companion animals.
For More Information, Contact: Arzinda Jalil, The Humane society of the United states, 2100 L street,
NW Washington, DC 20037; (301) 258-3071; ajalil@humanesociety.org; Lynn spivak, Maddie’s Fund,
2223 santa Clara Avenue, suite b, Alameda, CA 94501-4416; (510) 337-8979; spivak@maddiesfund.org
Website: www.TheshelterPetProject.org
Volunteer Ad Agency: Draftfcb Chicago
Ad Council Campaign Director: Katie bishop
Wildfire Prevention
MATERIALS
U.S. Forest Service, National Association of State Foresters
The principal causes of human-caused wildfires are unattended campfires,
trash burning on windy days, improperly discarding BBQ coals, and equipment
operated without spark arrestors. This campaign is designed to increase public
awareness and prevention of wildfires by asking people to take personal
responsibility for practicing good fire safety habits and speaking up if they
see someone in danger of causing a wildfire.
ENGLISH: TV, RADIO, PRINT, OOH,
Web bANNeRs
SPANISH: TV, PRINT
For More Information, Contact: Helene Cleveland, Fire Prevention Manager,
U.s. Forest service, Fire & Aviation Management, Yates building, FAM-2 sW,
1621 N. Kent sreet Arlington, VA 22209; (202) 205-1488
Website: www.smokeybear.com
Volunteer Ad Agencies: Draftfcb Irvine
Ad Council Campaign Manager: Ricki Kaplan
Go digital Go Green
In an effort to offer quality broadcast materials and be environmentally friendly,
Ad Council offers digital delivery. If you are a TV or radio station currently
receiving BETAs, CDs, DVDs, DVCPro or any other form of hard copy and would
prefer to change to digital delivery, please let us know. Email your local contact
listed on page 17 and we can make that change.
6
Fulfillment | 1-800-933-PSaS
Health
Autism Awareness
Autism Speaks
Autism is the nation’s fastest-growing serious developmental disorder, with 1 in 88
children diagnosed each year. This campaign aims to raise awareness of and increase
parental knowledge about autism, and to empower parents to take action if their
child is not meeting certain developmental milestones.
MATERIALS
For More Information, Contact: Autism Speaks, 1 E. 33rd Street, 4th fl., New York, NY 10016
Website: www.autismspeaks.org/signs
Volunteer Ad Agency: BBDO New York, LatinWorks
Ad Council Campaign Director: Megan Sigesmund
ENGLISH: tv, radio, print, ooh,
WEB BANNERS
Spanish: TV, radio, OOH,
Web banners
Childhood Asthma
U.S. Environmental Protection Agency
Nearly 13 million American children miss school days each year due to asthma.
The campaign encourages parents to learn simple tips on how to eliminate asthma
triggers and prevent asthma attacks by visiting NoAttacks.org.
MATERIALS
For More Information, Contact: Kristy Miller, Public Affairs Officer,
1301 L Street NW, Washington, DC 20005; (202) 343-9441
Website: www.NoAttacks.org
Volunteer Ad Agency: Campbell Ewald
Ad Council Campaign Director: Megan Sigesmund
ENGLISH: tv, radio, print, ooh,
WEB BANNERS
Spanish: tv, radio, print, ooh,
WEB BANNERS
Children’s Oral Health
MATERIALS
Partnership for Healthy Mouths, Healthy Lives
Dental decay is the single most common chronic disease of childhood, with 16.5
million children suffering from untreated tooth decay. The mouth is the gateway
to a person’s overall health and an unhealthy mouth can be associated with obesity,
diabetes and even heart disease. The Children’s Oral Health campaign aims to
improve children’s oral health by educating parents and caregivers about the
importance of a healthy mouth and motivating them to modify their children’s
behaviors through simple, low-cost, preventive strategies. The PSAs help
communicate the importance of taking time to brush for two minutes, twice a day
to prevent tooth pain later.
ENGLISH: tv, radio, print, OOH,
WEB BANNERS
Spanish: TV, radio, print
For More Information, Contact: Gary Price, Secretary and CEO, Dental Trade Alliance Foundation,
4350 N. Fairfax Drive, Arlington, VA. 22203; (703)-379-7755
Website: 2min2x.org, 2min2x.org/espanol
Volunteer Ad Agency: Grey New York, Wing
Ad Council Campaign Director: Megan Sigesmund
Fulfillment | PSACentral.org
7
HEaLtH
Food Safety Education
MATERIALS
U.S. Department of Agriculture, Food Safety Inspection Service (USDA-FSIS), U.S.
Food and Drug Administration (FDA), Centers for Disease Control and Prevention (CDC)
The Centers for Disease Control and Prevention (CDC) estimates that 48 million
Americans (1 in 6) will get food poisoning each year, resulting in roughly 128,000
hospitalizations and 3,000 deaths. The English and Spanish Food Safe Families PSAs
feature specific safe food handling steps, communicate the risk of food poisoning, and
encourage parents and caregivers to help protect their families from food poisoning by
checking their food safety steps at FoodSafety.gov.
ENGLISH: TV, RADIO, PRINT, OOH,
Web bANNeRs
SPANISH: TV, RADIO, PRINT,
Web bANNeRs
For More Information, Contact: bob Tuverson, Director, Food safety education staff,
Office of Public Affairs and Consumer education, UsDA-FsIs, 5601 sunnyside Avenue,
Maildrop 5268, beltsville, MD 20705, Robert.Tuverson@fsis.usda.gov, 301-344-4744
Website: Foodsafety.gov and Foodsafety.gov/espanol
Volunteer Ad Agency: JWT New York
Ad Council Campaign Director: Megan sigesmund
Stroke awareness
MATERIALS
American Stroke Association
The goal of this PSA campaign is to increase immediate stroke recognition and
response (call 9-1-1) among potential victims and bystanders by showing the many
things body language can tell a person, such as the often subtle signs of a stroke. The
campaign uses the acronym F.A.S.T. (F = Face drooping, A = Arm weakness, S =
Speech difficulty, T = Time to call 911) to educate audiences on the importance of
recognizing and calling 9-1-1 at the first signs of a stroke.
ENGLISH: TV, RADIO, PRINT, OOH,
Web bANNeRs
For More Information, Contact: Julie Grabarkewitz, American stroke Association,
7272 Greenville Avenue, Dallas, TX 75231; (214) 706-1134
Websites: www.strokeAssociation.org
Volunteer Ad Agencies: Grey New York
Ad Council Campaign Manager: Catherine suarez
unplanned Pregnancy Prevention
MATERIALS
The National Campaign to Prevent Teen and Unplanned Pregnancy
Young unmarried women in the United States ages 18 to 29 report that more than
7 in 10 of their pregnancies are unplanned—one of the highest levels in the entire
developed world. The significant consequences of unplanned pregnancy include
fewer opportunities to complete education or achieve other life goals; more health
risks for mother and child; lower likelihood of stable families; and higher likelihood
of poverty. This campaign aims to reduce high rates of unplanned pregnancy in the
U.S. by encouraging unmarried young women (18 to 24) to find the best method of
birth control for them, and use it more carefully and consistently. The PSAs direct
to Bedsider.org.
8
ENGLISH: TV, RADIO, PRINT,
Web bANNeRs
Fulfillment | 1-800-933-PSaS
For More Information, Contact: bill Albert, Chief Program Officer, The National Campaign to Prevent
Teen and Unplanned Pregnancy, 1776 Massachusetts Avenue, NW, suite 200, Washington, DC 20036
Website: www.thenationalcampaign.org
Volunteer Ad Agencies: Havas Worldwide New York
Ad Council Campaign Director: Trace Della Torre
safety
Bullying Prevention
MATERIALS
More than 80% of high school students in the U.S. report that they witness bullying
at least once a week. Research shows that when parents talk to their kids about
bullying, their children are more likely to take action to stop bullying. The objective
of this campaign is to raise awareness about the seriousness of bullying, and
encourage parents to talk to their children about the safe steps they can take to be
more than a bystander in a bullying situation, like tell a trusted adult or help the
person being bullied get away from the situation. Parents are directed to
stopbullying.gov where they can hear advice from experts, students and other
parents on how to empower their children to be more than a bystander and help stop
bullying nationwide.
For More Information, Contact: Adrienne Ziluca, The Advertising Council, 815 Second Avenue,
9th Floor, New York, NY 10017
Websites: www.stopbullying.gov
Volunteer Ad Agencies: DDB NY
Ad Council Campaign Manager: Adrienne Ziluca
ENGLISH: TV, RADIO, Print,
web banners
Buzzed Driving Prevention
U.S. Department of Transportation’s National Highway Traffic Safety Administration
Many people believe that their driving is not impaired if they only consume a few
drinks. In 2010, over 10,000 people were killed in alcohol-related crashes with a
driver having a BAC of .08 or higher. The purpose of this campaign is to inspire
dialogue on and recognition of the dangers of “buzzed driving.”
MATERIALS
For More Information, Contact: Kil-Jae Hong, Consumer Division, Office of Communications and
Consumer Information, 1200 New Jersey Avenue SE, Washington, DC 20590; (202) 493-0524
Websites: www.nhtsa.gov/stopimpaireddriving; buzzeddriving.adcouncil.org
Volunteer Ad Agencies: Merkley + Partners, The Vidal Partnership (Spanish)
Ad Council Campaign Director: Katie Bishop
ENGLISH: tv, radio, print, ooh,
WEB BANNERS
SPANISH: TV, radio, PRINT
Child Passenger Safety
CHOOSE CAR SEAT:
BY AGE & SIZE
THE ONES
WHO
ACTUALLY
DO.
THE NUMBER
OF PEOPLE
WHO
THINK
THEY HAVE
THEIR CHILD
IN THE RIGHT
SEAT.
KNOW FOR SURE
IF YOUR CHILD IS IN THE RIGHT CAR SEAT.
MATERIALS
VISIT SAFERCAR.GOV/THERIGHTSEAT
ENGLISH: tv, radio, print, ooh,
WEB BANNERS
SPANISH: tv, radio, print, ooh,
WEB BANNERS
U.S. Department of Transportation’s National Highway Traffic Safety Administration
In 2010, on average, almost 2 children (age 12 and younger in a passenger vehicle)
were killed and 325 children were injured in motor vehicle traffic crashes each day.
This fatality rate could be reduced by about half if the correct child safety seats were
always used. This new campaign urges parents and caregivers to make sure they have
their child in the right car seat.
For More Information, Contact: Elizabeth Grasiozi, Consumer Division, Office of Communications and
Consumer Information, 1200 New Jersey Avenue SE , Washington, DC 20590; (202) 366-3587
Website: safercar.gov/therightseat; safercar.gov/protegidos; 1-888-PROTEGIDOS Volunteer Ad Agency: Gotham Inc., Casanova Pendrill (Spanish)
Ad Council Campaign Director: Katie Bishop
Fulfillment | PSACentral.org
9
Health
SAFETY
Dating Abuse Prevention
MATERIALS
Futures Without Violence, Office on Violence Against Women
Unfortunately, many teens experience abuse and violence in their young relationships,
and digital dating abuse is increasingly becoming a serious problem unique to this
millennial generation of teens. In an effort to prevent teen dating abuse, this
campaign helps teens acknowledge that controlling behavior online or by cell phone
can be forms of abuse and encourages teens to draw their own line about what is, or
is not, acceptable relationship behavior. All campaign elements, including the PSAs,
will drive traffic to www.ThatsNotCool.com where teens can learn about the issue
and equip themselves with the tools to talk about it.
ENGLISH: tv, radio, OOH,
WEB BANNERS
For More Information, Contact: Brian O’Connor, Director of Public Communications,
Futures Without Violence, 100 Montgomery Street, The Presidio,
San Francisco, CA 94129-1718; (415) 252-8900; boconnor@futureswithoutviolence.org
Website: www.ThatsNotCool.com
Volunteer Ad Agency: R/GA
Ad Council Campaign Manager: Adrienne Ziluca
Emergency Preparedness
MATERIALS
Federal Emergency Management Agency
The Ready Campaign recommends taking four steps towards preparedness: 1) get an
emergency supply kit, 2) make a family emergency plan, 3) be informed about the
different types of emergencies that could occur and their appropriate responses, and
4) get involved by finding opportunities to support community preparedness. The
new PSAs illustrate the importance of preparing for tomorrow as “you never know
when the day before a natural disaster is the day before.” They direct audiences to
Ready.gov/today, where Americans can find local disaster preparedness information,
a downloadable family emergency plan, emergency kit checklists, and other
preparation resources.
ENGLISH: tv, radio, print, ooh,
WEB BANNERS
SPANISH: tv, radio, print, ooh,
WEB BANNERS
For More Information, Contact: Darryl Madden, Director, Ready Campaign,
Office of External Affairs, (202) 646-3988
Websites: www.ready.gov; www.listo.gov
Volunteer Ad Agencies: Leo Burnett; The Vidal Partnership
Ad Council Campaign Manager: Mike Horvath
Emergency Preparedness–Business
Federal Emergency Management Agency
MATERIALS
The Ready Business campaign encourages small business owners and managers to
reduce their risk of losing their business after a disaster by taking steps to prepare
and plan for an emergency. The PSAs direct to Ready.gov/Business, which links to a
free business preparedness assessment tool that provides business owners with a clear
picture of the preparedness level of their business and what further steps they need
to take to get ready. With an emergency plan in place, businesses can better adapt,
recover and stay in control.
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ENGLISH: tv, radio, print, ooh,
WEB BANNERS
Fulfillment | 1-800-933-PSAS
For More Information, Contact: Darryl Madden, Director, Ready Campaign,
Office of External Affairs, (202) 646-3988
Website: www.ready.gov/business
Volunteer Ad Agency: Brunner
Ad Council Campaign Manager: Mike Horvath
Gay and Lesbian Bullying Prevention
MATERIALS
Gay, Lesbian and Straight Education Network
The campaign’s goal is to reduce and prevent the use of homophobic language in an
effort to create a more positive environment for lesbian, gay, bisexual and transgender
(LGBT) teens. The PSAs are designed to raise awareness among straight teens about
the prevalence and consequences of anti-LGBT bias and behavior in America’s
schools. The campaign also aims to reach adults, including school personnel and
parents, because their support of this message is crucial to the success of efforts to
change behavior among the target age group.
ENGLISH: TV, Print, ooh,
Web Banners, Mall Posters,
Viral Videos
For More Information, Contact: Daryl Presgraves, Gay, Lesbian and Straight Education Network,
90 Broad Street, Second Floor, New York, NY 10004; (646) 388-6577; dpresgraves@glsen.org
Website: www.ThinkB4YouSpeak.com
Volunteer Ad Agency: Arnold NYC
Ad Council Campaign Director: Dzu Vien Bui
Hurricane Sandy Relief
MATERIALS
Ad Council
In response to the devastation wrought by Hurricane Sandy, the Ad Council
launched a campaign to encourage Americans to make financial contributions to
organizations conducting relief operations. These PSAs illustrate the benefits of
monetary donations and highlight that even a small donation can make a big impact.
They direct audiences to Sandy.AdCouncil.org, which includes links to donate to
relief organizations providing the most relevant and necessary supplies and services
to those in need.
ENGLISH: tv, radio, print,
WEB BANNERS
SPANISH: radio
Website: Sandy.AdCouncil.org
Volunteer Ad Agency: Free Range Studios & RadioFace
Ad Council Campaign Manager Adrienne Ziluca
Texting and Driving Prevention
MATERIALS
National Highway Traffic Safety Administration
Eighty-two percent of young adult drivers (16 – 24) have read a standard text
message while driving. Young adults live in a connected world where multitasking is
the norm. This manifests in the car where they recognize texting and driving is
dangerous, but do it anyway. The PSAs communicate to teens and young adults that
when you text and drive, you are not multitasking, but essentially driving blind. By
taking your eyes off the road, even for a few seconds, you are making the road less
safe for you, your passengers, and other drivers.
ENGLISH: tv, radio, ooh,
WEB BANNERS
SPANISH: tv, radio
For More Information, Contact: Kil-Jae Hong, National Highway Traffic Safety Administration,
Office of Communications and Consumer Information, 1200 New Jersey Ave. SE, Washington, DC 20590
(202) 493-0524
Website: www.StopTextsStopWrecks.org
Volunteer Ad Agency: The Concept Farm; RPA
Ad Council Campaign Director: Amanda Bagwill
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11
SaFEtY
Wildfire Preparedness: Fire adapted communities
MATERIALS
U.S. Forest Service
Nearly 70,000 communities nationwide are near or within a fire-prone ecosystem.
For many of these communities wildfire is not a matter of if, but when. This
campaign encourages residents nationwide to prepare their homes and communities
in advance for the inevitable event of wildfire. The PSAs drive viewers to
www.FireAdapted.org where they can get Fire Adapted by learning tips, tools
and resources to prepare their communities for wildfire.
ENGLISH: TV, RADIO, PRINT, OOH,
Web bANNeRs
For More Information, Contact: Pam Leschak, Fire Adapted Communities Program Manager, Us Forest
service, National Interagency Fire Center, 3833 s. Development Ave, boise, ID 83705, (208) 387-5612
Websites: www.FireAdapted.org
Volunteer Ad Agencies: Draftfcb Irvine
Ad Council Campaign Manager: Ricki Kaplan
adLibbing.org
Subscribe to AdLibbing, the Ad Council’s
blog on all things social marketing. Here
you’ll find social media best practices,
research & evaluation insights, successful
media partnerships, cutting edge fundraising and cause marketing practices, all
written by the Ad Council’s dedicated
staff and expert guest bloggers.
Join in the dialogue by commenting on
our blog posts and don’t forget to follow
us on Twitter, Facebook and YouTube!
www.twitter.com/adcouncil
www.facebook.com/adcouncil
www.youtube.com/adcouncil
12
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MakinG a diFFEREncE SPotLiGHt
Above: Reagan Outdoor in Austin recently went above and
beyond for the Ad Council’s Reading campaign, posting
22 eco-posters and 5 bulletins for “book People Unite”.
Their timely efforts coincided perfectly with the “Reading
Is Fundamental Conference” held in Austin in early April.
For “booking up” our Reading campaign, Colleen Patchen,
Office Manager, was honored with a Certificate of
Appreciation. President billy Reagan was on hand to help
accept the award and congratulate Colleen.
Above Left: Chicago Mayor Rahm emanuel launched the
Ad Council’s everyoneOn campaign at a local neighborhood
library. Mayor emanuel took an active role in the campaign
by coaching local library patrons in digital literacy. The
Connect Chicago network has more than 250 sites that
offer free digital skills training throughout the City.
Middle Left: Winner of several Marconi Awards, the
legendary Cumulus cluster with 8 stations in Albuquerque
can add a Plaque for Outstanding support of Ad Council
PsAs to its shelf. On hand to accept the Plaque were, Pat
Frisch, AM Operations Manager, and Jim Christoferson, the
cluster’s new Market Manager recently promoted from
Abilene, Texas.
Bottom Left: The Ad Council DC Leadership Committee is
planning a media blitz focused on education issues.
Reading, High school Dropout Prevention and supporting
Minority education will be targeted for increased donated
media throughout the year. Pictured: Committee members
and representatives from the offices of the DC Public
schools Chancellor and the Deputy Mayor for education.
If you think you deserve to be spotlighted, send a note to: jstocks@adcouncil.org
13
EndoRSEd caMPaiGnS
city Year:
MATERIALS
#makebetterhappen
“The only thing worse than kids giving up on school, is if we give up on them,”
tweeted Zena Patel, one of 2,500 City Year corps members serving in 24 U.S. cities.
City Year, an education-focused nonprofit, unites young people for a year of full-time
service in schools to help keep students in school and on track to graduate. Through
their service, they’ll impact at-risk students, changing the course of those lives forever.
Simultaneously, corps members will develop leadership skills, positioning them for
future successes. The PSAs leverage tweets showing how City Year helps students
and schools succeed, and drive young people to #makebetterhappen on Twitter and
cityyear.org to learn more.
ENGLISH: TV (:60, :30, :15);
RADIO (:60, :30); PRINT (horizontal
and vertical); OUTDOOR; Web/DIGITAL
SPANISH: TV (:30,:15); RADIO (:60, :30)
For More Information, contact: Nichole Herring, nherring@cityyear.org
Phone: 617.927.2434
Ad Agency: Allen & Gerritsen
Website: www.cityyear.org
Skin cancer detection and
Buzzed driving Prevention
Channel Digital Network in Los Angeles ran “breathaPrevention
inspiringClear
america’s
students to learn to code
lyzer” 24 hours a day on 30 of these Premiere (12x25) size
MATERIALS
Men over 50 are at a higher risk for developing skin cancer,
Code.org
Digital boards from December 21 through December 31.
including melanoma, the deadliest form of skin cancer.
Learn
about a new “superpower” that isn’t being taught in 90% of US schools. This
“Golf,” a TV and radio PsA, uses humorous golf course
short PSA starring Bill Gates, Mark Zuckerberg, will.i.am, NBA all-star Chris Bosh,
hazards to show the missed hazard of a spot on a person’s
and other tech heroes inspires students to learn computer programming. Over 1
skin could actually be a killer.
million of the highest-paying jobs in the US risk going unfilled over the next decade,
creating a $1/2 trillion opportunity across all US industries (tech, banking,
“born,” the Academy’s other TV PsA, asks the question: At
entertainment, retail, etc). And even if your child wants to grow up as a lawyer or
what age is the color your skin was meant to be no longer
doctor, learning to code is a valuable basic skill for the 21st century. The PSA’s
beautiful? showcasing the beauty of skin from infants to
compelling message asks viewers to visit Code.org, and encourages students to learn
teens, this PsA asks women to stop tanning. Melanoma
is or in their local neighborhood.
online
the second most common form of cancer for people 15-29
years old.
For More Information, contact: Code.org Founder Hadi Partovi, hadipartovi@code.org
ENGLISH: TV (:60)
Phone: (931) 996-2633, Fax: (206) 902-4392
FOR MORe INFORMATION, CONTACT:
American Academy of Dermatology
Allison sit, asit@aad.org
930 e. Woodfield Road, schaumburg, IL 60173
Phone: (847) 330-0230
AD AGeNCY: Houlihan Madison Most
Arbor Day Foundation
WebsITe: www.aad.org/psa
WhenTVyou think of our National Forests, there’s something you may not think
AVAILAbLe MATeRIALs: “Golf” TV (:60/:30/:15), “born”
about...the water you drink. More than 180 million Americans have abundant
(:60/:30/:15), “Golf” Radio (:60)
healthy drinking water thanks to our forests that help keep our rivers, lakes, and
reservoirs clean. The Arbor Day Foundation’s new PSAs use dramatic film to inspire
people of all ages and all walks of life to help in replanting our National Forests.
The PSAs’ compelling message asks people to go to the Foundation’s website,
arborday.org, to learn why clean water tomorrow depends on planting trees today.
Replanting our national Forests
Hunger Prevention
MATERIALS
Lenox square Mall, Atlanta, Georgia
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ENGLISH: TV (:60, :30, :20, :15, :10),
PRINT
SPANISH: TV (:60, :30, :20, :15, :10)
Fulfillment | 1-800-933-PSaS
For More Information, contact: sean barry, sbarry@arborday.org
Phone: (888) 448-7337 Fax: (402) 474-0820
Ad Agency: J. Greg smith, Inc.
Website: www.arboday.org
Skin Cancer Detection and Prevention
American Academy of Dermatology
Men over 50 are at a higher risk for developing skin cancer, including melanoma,
the deadliest form of skin cancer. “Golf,” a TV and radio PSA, uses humorous golf
course hazards to show how the missed hazard of a spot on a person’s skin could
actually be a killer.
MATERIALS
“Born,” the Academy’s other TV PSA, asks the question: At what age is the color your
skin was meant to be no longer beautiful? Showcasing the beauty of skin from infants
to teens, this PSA asks women to stop tanning. Melanoma is the second most
common form of cancer for people 15-29 years old.
ENGLISH: “Golf” TV (:60/:30/:15),
“Born” TV (:60/:30/:15),
“Golf” Radio (:60)
For More Information, contact: American Academy of Dermatology, Allison Sit, asit@aad.org
930 E. Woodfield Road, Schaumburg, IL 60173
Phone: (847) 330-0230
Ad Agency: Houlihan Madison Most
Website: www.aad.org/psa
Your baby has you. You have text4baby.
MATERIALS
Text4baby, a service of the National Healthy Mothers, Healthy Babies Coalition
Did you know that the United States has one of the highest infant mortality rates
among all developed nations? This is due to lack of health information and access to
health care. Text4baby helps address these issues by providing free critical health
information in an easy-to-use format – text messaging. The PSAs show women how
to sign up for this service to receive messages personalized to baby’s birth date. By
promoting text4baby, you are helping more moms make healthy decisions that lead to
better health for them and their babies.
ENGLISH: TV “Baby Pictures PSA” (:30)
TV “Belly to Belly PSA” (:30)
SPANISH: TV “Baby Pictures PSA” (:30)
TV “Belly to Belly PSA” (:30)
For More Information, contact: Tamara Grider, tgrider@hmhb.org
Phone: (571) 366-7469 Fax: (703) 664-0485
Ad Agency: Plowshare
Website: www.text4baby.org
Fulfillment | PSACentral.org
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ouRSaFEtY
onLinE PSa LiBRaRY
PSa central–nEW!
The new PSACentral.org offers instant preview &
download access to our entire PSA library across all
media types.
• Broadcast quality HD + SD TV spots
• Air-ready Radio spots and Live Announcer scripts
• Print-ready Magazine and Newspaper ads
• Web Banners, Mobile Banners and Streaming
Audio & Video
• Preview and mail order Out Of Home Paper inventory,
with free shipping
• Search PSAs by media type, length or size, issue
area, target audience and more
ECW
al
N
entr
A
S
P
• Cart feature with options to bulk download PSAs
from cart, email PSAs from cart, or save PSAs to
your FTP server
FirstSpin
• Another great way to access our radio PSAs which have
been posted in the last 6 months
• Search by campaign with your station’s user name and
password or enter with ours:
Username: ADACPSAFM
Password: PURPLE
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Fulfillment
llment||1-800-933-PSaS
1-800-933-PSaS
Contacts
Regional Contacts
Western Region
Southern CA, TX, AZ, NM, HI
John Boal
(818) 848-2376
jboal@adcouncil.org
Southern Region
GA, AL, FL, NC, SC
Nicole Husband
(404) 347-8872
nhusband@adcouncil.org
Northwestern Region
Northern CA, WA, OR,
UT, NV, NE, MT, WY, ID,
AK, ND, SD, CO
Sarah Kayson
(415) 262-3532
skayson@adcouncil.org
Midwestern Region
IL, MN, MO, WI, OK, AR,
IA, KS, TN, MS, LA
Karen Volkman
(312) 220-3425
kvolkman@adcouncil.org
Central Region
MI, OH, IN, KY, DE, MD, VA,
WV, Washington D.C.
Susan Hiltz
(586) 558-6009
shiltz@adcouncil.org
Eastern Region
MA, CT, RI, NH, VT, ME
Ashley Giombetti
(212) 984-1966
agiombetti@adcouncil.org
Eastern Region
NY & Northern NJ
Laurie Keith
(212) 984-1919
lkeith@adcouncil.org
Eastern Region
PA & Southern NJ
Kelly Apostolidis
(212) 984-1931
kapostolidis@adcouncil.org
Media: National Accounts, Media Marketing and interactive serviCES
Beth Ellard
EVP, Media
bellard@adcouncil.org
Laurie Keith
Director, National Accounts
lkeith@adcouncil.org
Angela Hui
VP, Digital Media
ahui@adcouncil.org
James Baumann
SVP, Media
jbaumann@adcouncil.org
Lynn Conran
Director, Media Marketing
lconran@adcouncil.org
Rebecca Hotaling
Assistant Media Manager
rhotaling@adcouncil.org
Kelly Apostolidis
VP, National Accounts
kapostolidis@adcouncil.org
Janet Stocks
Manager, Media Marketing
jstocks@adcouncil.org
Amanda Anderson
Assistant Media Manager
aanderson@adcouncil.org
Ashley Giombetti
Director, National Accounts
agiombetti@adcouncil.org
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