Impact Highlights

GED® Achievement

GED

More than 34.6 million adults ages 18+ do not have a high school diploma. GED® Achievement demonstrates that "You can take the first step" towards getting your GED®, and directs viewers to a toll-free number and website where they can find free referrals to local GED® programs and information on the GED® Diploma process.

Campaign Results:

  • The toll free number created for the campaign (877-38-YourGED) has processed 38,371 calls (June 2010-March 2012). Call volume exceeded expectations by 30 percent in the first year of the campaign, and is tracking at 25-30 percent above expectations for the second year.
  • In the first year of the YourGED.org site, the Find-A-Center page views  (US/CAN only) totaled 349,005, (17,450 Avg. Monthly), with overall site Unique Visitors: 1,551,603  (77,580 Avg. Monthly) (June 2010-March 2012)
  • Overall, the campaign has garnered $35.8 million in donated media support since launch ($12.6 million in 2010, $23.2 million in 2011) and has ranked among the top Ad Council campaigns each quarter since launch.

Autism Awareness

Autism

Today, one in 88 children is diagnosed with autism, a 1000 percent increase in the past 40 years. Autism Awareness seeks to educate parents about the growing rate of autism in this country and to ultimately increase the level of early detection. To this aim, PSAs encourage parents of young children to visit www.autismspeaks.org/signs to learn the early signs of the disorder.

Campaign Results:

Ad Council tracking conducted between April 2006 and September 2011 found that:

  • 34 percent of parents of young children reported seeing or hearing at least one of the campaign PSAs.
  • Currently, two-thirds of parents of young children (65 percent) believe that autism is somewhat or very common, a significant increase from 2006 (45 percent).
  • The number of parents who have spoken to a doctor, pediatrician, or other healthcare professional about autism increased dramatically compared to the baseline level (8 percent → 17 percent)

The Autism Awareness campaign has won multiple industry awards:

  • “The Odds” campaign received a 2008 Effie Award for advertising effectiveness. 
  • The “Talking to Parents about Autism” video won a 2009 Silver Telly. The Telly Awards honor the very best local, regional, and cable television commercials and programs, as well as the finest video and film productions, and work created for the Web.
  • The campaign won a 2009 One Show Entertainment Merit Award for the Baby Stroller Event.
  • The “Closer to Home” PSA won a 2011 Silver Addy.
  • The campaign won a 2011 Gold Ogilvy. 

Food Safety Education

Food Safety

One in six Americans will get sick from food poisoning this year. The Centers for Disease Control and Prevention (CDC) estimates that 48 million people get food poisoning each year, resulting in roughly 128,000 hospitalizations and 3,000 deaths.

The new Food Safe Families PSAs aim to illustrate safe food handling tips and to convey that food poisoning is a relevant issue. The campaign encourages audiences to visit FoodSafety.gov where they can learn safe food handling tips, ask food safety questions, and stay informed of the latest food recalls.

Campaign Results:

  • The campaign launch kicked off with an exclusive story in the Associated Press, which was syndicated to over 350 media outlets. The story ran on USA Today.com, The Huffington Post, MSNBC, Forbes, Bloomberg and NPR, among others.
  • Broadcast coverage, including the Satellite TV and Radio Media Tour, resulted in over 200 segments reaching more than 13 million people, including national coverage on NPR, Fox News Channel, AP Radio, ABC World News Now, American Urban Radio Network, ABC Radio, FOX Radio, and Wall Street Journal Radio. Additional segments aired in top markets including Boston, New York, Los Angeles, Chicago, Atlanta, and Washington, D.C.  Furthermore, CBS, Fox and CNN developed news packages which were distributed to their affiliates nationwide.
  • As a result of the campaign launch activities, traffic to www.FoodSafety.gov significantly increased. For the month prior to launch, page views ranged from approximately 4,000 to 10,000. On launch day, views spiked to 33,819 (almost a 500 percent increase) and 31,334 views the following day.

Wildfire Prevention

Wildfire

Ad Council’s longest running PSA campaign, Wildfire Prevention, aims to educate Americans about how to protect against wildfires. The latest PSAs, launched in 2011, focus on the role of debris and backyard burning as potential causes of wildfires started by people. 

Campaign Results:

  • Smokey Bear and his famous warning, “Only You Can Prevent Forest Fires,” were introduced to America in 1944.  Since then, he has helped to reduce the number of acres lost annually to forest fires from 22 million to an average of 6.5 million today.
  • 98 percent of adults recognize Smokey Bear on an aided basis, according to a 2011 public opinion survey. Nearly as many (93 percent) recognized his image on an unaided basis. Seven in ten adults are able to recall Smokey’s message of "Only You Can Prevent Wildfires" or a similar iteration without prompting.

Social Media highlights in 2011:

  • Smokey Bear currently has nearly 60,000 likes on Facebook. 
  • Smokey Bear has more than 10,000 followers on Twitter.
  • Campaign PSAs have been viewed more than 168,000 times on YouTube. 

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