Press Release

Ad Council Announces Creators for Good, A Partnership with Leading Digital Content Companies, Google and Top Creators to Benefit Social Causes

Creators including Grace Helbig, Joey Graceffa, Meghan Rienks, iJustine, and The Fine Bros to address social issues such as bullying and teen dating violence prevention

New York, New York, April 27, 2015 The Ad Council, the national non-profit organization behind public service communications programs featuring Smokey Bear, “Friends Don’t Let Friends Drive Drunk” and “Love Has No Labels,” announced today that it is partnering with leading digital content companies and top creators to launch Creators for Good. Through this unprecedented effort, some of the most popular creators on YouTube and other social platforms will develop content to further the Ad Council’s campaigns and play a role in moving the needle on social causes. Digital content partners including Fullscreen, AwesomenessTV, Collective Digital Studio, DEFY Media, Maker Studios and StyleHaul and YouTube creators and digital influencers including Grace Helbig (Fullscreen), The Fine Bros (Fullscreen), MyLifeAsEva (Fullscreen), Meghan Rienks (AwesomenessTV), Joey Graceffa (StyleHaul), iJustine (StyleHaul), Josh Leyva (AwesomenessTV), Meg DeAngelis (AwesomenessTV), Alba Garcia (StyleHaul), Meghan Camarena (Maker Studios) and LuzuGames (Maker Studios), among others, have joined Creators for Good.

The announcement was made this morning during MediaLink’s breakfast kicking off the Interactive Advertising Bureau’s fourth annual Digital Content NewFronts marketplace in New York City by Medialink’s CEO Michael Kassan.

“YouTube creators connect with their audiences on such a personal level,” said Lisa Sherman, President and CEO of the Ad Council. “We’re thrilled to join the leading content companies, along with their influencers, to create content that inspires social change and engages a new generation. This partnership will have a lasting impact on so many critical causes.”

The Ad Council produces more than 40 national fully integrated campaigns addressing issues including Diversity and Inclusion, Shelter Pet Adoption, Recycling, Autism Awareness, Underage Drinking and Driving and Hunger Prevention. Each public service campaign is developed by creative agencies in partnership with a leading non-profit organization or a federal government agency, such as Autism Speaks, Feeding America or the U.S. Department of Health and Human Services. The PSAs are distributed to media outlets nationwide and are run in donated media, exceeding $1.6 billion annually.

The Ad Council is working closely with the world’s largest digital content partners to identify creators that are highly influential and have a commitment to social causes. As part of Creators for Good, each influencer will select one Ad Council campaign that they are passionate about and produce content that is native to their channels throughout the upcoming year. Google will provide support for the production of the videos, giving creators access to film in the YouTube Space. Ad Council campaign partners will cover production costs for the video content, as well as possibly a PSA for distribution and promotion by the Ad Council to their national network of media supporters.

“Creators are always seeking ways to make an impact on causes they’re passionate about,” said Ezra Cooperstein, Fullscreen President and newly elected member of the Ad Council Board of Directors. “Working with the Ad Council gives them an incredible platform to engage audiences around important issues and spread social awareness within their communities.”

“As a YouTube creator, I have been given an amazing platform to reach so many people around the world with my videos,” said Justine "iJustine" Ezarik, who has 2.2 million YouTube subscribers on the StyleHaul network. “When I first heard about Creators for Good, I immediately wanted to be part of it and create content that gives back to the communities who have given so much to me.”

Additional creators will be added to Creators for Good throughout the upcoming year. The creators will meet quarterly with the Ad Council, including a kick-off meeting in Los Angeles to precede Vidcon in July, and a second in-person meeting in New York City on November 11 to coincide with the organization’s Annual Public Service Award Dinner.

The Ad Council 
The Ad Council is a private, non-profit organization with a rich history of marshaling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of public service campaigns addressing the most pressing social issues of the day, the Ad Council has affected, and continues to affect, tremendous positive change by raising awareness, inspiring action and saving lives. To learn more about the Ad Council and its campaigns, visit Adcouncil.org, like us on Facebook, follow us on Twitter or view our PSAs on YouTube.

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Media Contact: 
Ellyn Fisher
The Ad Council
212-984-1964
efisher@adcouncil.org

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