Case Studies & Best Practices
Originally kicked off in June 2003 in collaboration with the Department of Health and Human Services’ (HHS) Administration for Children and Families (ACF) and AdoptUSKids to encourage the adoption of children from the U.S. foster care system, this campaign has consistently delivered award-winning creative and impressive real-world results.
BBDO, the pro-bono agency on our Autism Awareness campaign, created a video case study to highlight the effectiveness of the award-winning PSAs. Since the launch of the campaign, parents are 160% more likely to be aware of the prevalence of Autism and 93% are more likely to recognize at least one key sign of Autism.
Drunk driving is one of the most frequently committed crimes in the United States, killing someone approximately every 48 minutes. In 2009, nearly 11,000 people died in highway crashes involving a driver or a motorcycle operator with a blood alcohol concentration of .08 or higher, representing nearly 32% of all traffic fatalities. Although significant progress has been made since 1983 when the Ad Council and the National Highway Traffic Safety Administration (NHTSA) first partnered on anti-drinking and driving messaging, there is still a lot of work to be done on this issue.
The Foreclosure Prevention Assistance campaign has motivated struggling home owners across the country to receive free mortgage assistance through the Making Home Affordable program.
In 2007, a national survey from the Gay, Lesbian and Straight Education Network (GLSEN), found that nearly 9 in 10 LGBT teens reported that they had been verbally harassed at school because of their sexual orientation. That same year, the Ad Council partnered with GLSEN to develop a campaign that has raised awareness of the potentially harmful effects of thoughtless language and has planted a message that makes many teens stop and think about their behavior.
More than 34.6 million adults in the United States do not have a high school diploma. The Ad Council partnered with The Dollar General Literacy Foundation to encourage individuals to obtain their GED®. Since the launch of the campaign, 40% of respondents reported that they are either currently taking steps to get a GED® or have started searching for information to do so.
Consistently ranked as one of the Ad Council’s top performers in donated media, and almost universally recognized by American adults, the Wildfire Prevention campaign featuring Smokey Bear has helped to reduce areas burned by wildfires from 22 million acres in 1944 to approximately 6.5 million annually today.