Smokey Bear Speaks to a New Generation

Smokey Bear is returning to deliver his enduring message, “Only You Can Prevent Wildfires,” to a new generation of Americans.

The center of the longest-running PSA campaign in history, Smokey Bear and his message have helped to significantly reduce the acreage burned by wildfires in our country during the last six decades. Despite the PSA campaign’s success, wildfire prevention remains one of the most critical issues facing our country. Over the past 10 years, an average of 6.5 million acres of land in the United States were burned each year by wildfire. Surprisingly, most people still think lightning starts most wildfires. In fact, more than 88% of wildfires nationwide (nearly 9 in 10) are started by humans. Research shows that a large number of people today are unaware of how they can contribute to the prevention of wildfires.

The USDA Forest Service and the National Association of State Foresters joined with the Ad Council to launch a new series of TV, radio, print, outdoor and Web ads in June to encourage audiences to “Get Your Smokey On.” The PSAs continue to remind Americans about their personal responsibility toward preventing wildfires, but in addition, Smokey Bear has a fresh new look designed to appeal to young adults.

For the first time in the campaign’s history, the PSAs focus on intervention. TV and radio spots feature young adults stepping in when others are acting carelessly. Print ads include a “mask” that can be cut out so you can literally “Get Your Smokey On” and a Q&A interview with Smokey Bear in which he discusses his passions and reflects on being a “modern” bear. Developed in partnership with the Walt Disney Company, a second series of PSAs, including TV, radio, outdoor, and Web advertising, feature scenes and characters from the classic film Sleeping Beauty to promote wildfire prevention.

The PSAs direct young adults to a redesigned website, www.smokeybear.com, which includes wildfire prevention and fire safety tips, and encourages visitors to take a pledge to “Get Your Smokey On.” The campaign also incorporates social media strategies to engage the young adult target audience. Please continue your support of this campaign to help educate and empower a new generation of Americans about their role in wildfire prevention.

Campaign Urges Men to Take Preventive Steps in their Health
Real Men Wear Gowns

In an effort to raise awareness among middle-age men about the importance of preventive medical testing, the Ad Council launched a new campaign in April with the U.S. Department of Health and Human Services’ Agency for Healthcare Research and Quality (AHRQ). Research shows that most men only visit their doctors when they feel sick. Created pro bono by McCann Erickson Detroit, the public service ads encourage men over 40 to learn which preventive screening tests (including cholesterol checks, high blood pressure tests and colonoscopies) they need to get and when they need to get them.

Featuring the tagline “Real Men Wear Gowns,” the TV, radio, print and Web ads incorporate family as a key motivating factor for men to take a more active role in preventive health. The lighthearted ads feature men wearing exam gowns and participating in everyday family activities to show the target audience that being a real man means taking care of yourself (and your health) so you can be there for your families in the future. A second series of ads, created in partnership with ESPN on behalf of the campaign, launched in May with the same goal of increasing preventive medical testing among men.

The TV, radio, print and Web ads urge male audiences to follow their health the way they follow sports. Created pro bono by ESPN and Wieden & Kennedy, the TV and radio ads feature ESPN anchors Mike Golic and Mike Greenberg (Mike and Mike in the Morning), Tony Reali and Woody Paige (Around the Horn), Jim Rome (Jim Rome Is Burning) and SportsCenter’s Stuart Scott.

Both efforts direct men to visit a comprehensive website, www.ahrq.gov/realmen, that provides information on the recommended ages for preventive testing (as well as a list of tests), a quiz designed to test knowledge of preventive health care, tips for talking with doctors, a glossary of consumer health terms, and links to online resources with more medical information.

Please support this new campaign and help encourage men throughout the country to find out which preventive medical tests they need and when they need to get them.

Former President Bush and Barbara Bush
Urging Americans to Reduce Their Cancer Risk

Nearly 11 million Americans are currently living with a previous diagnosis of cancer and the disease is responsible for one in every four deaths in the U.S. today, according to the Centers for Disease Control and Prevention (CDC). However, a recent study found that more than half of Americans are not aware of their role in reducing their own risk of cancer (C-Change, 2008).

In a series of new television PSAs, Former President Bush and Barbara Bush communicate to all Americans that they have the power to significantly reduce their risk of cancer by incorporating small steps into their daily lives. These steps include getting recommended screenings, avoiding smoking and tobacco, improving diet and getting physically active. The new PSAs were developed on behalf of C-Change (www.c-changetogether.org), a national coalition of cancer leaders from the government, business and non-profit sectors, and will be customized by C-Change member organizations throughout the year in an effort to deliver a consistent message to Americans through many credible voices. Members of C-Change include the American Cancer Society, American Legacy Foundation, CDC, Lance Armstrong Foundation and the Prevent Cancer Foundation.

Warriors Challenge Students to Take on the Tough Classes!

While 94 percent of high school graduates from the highest income families enroll in postsecondary institutions, only 54 percent of those from the lowest income families pursue higher education. Partnering with The Lumina Foundation for Education and the American Council on Education (ACE), the Ad Council is continuing to address this issue with new creative work for its KnowHow2GO College Access campaign.

Created pro bono by Publicis in New York, the new PSAs use humor to encourage low-income and first-generation students to take the necessary steps to prepare for college. The highly imaginative PSAs feature memorable warrior characters that personify “Algebra II,” “Biology” and “Foreign Languages” challenging students to take difficult classes. Print ads feature boxing gloves and punching bags to motivate students to take on these challenges. New radio advertising created specifically for the Hispanic community is also available. The PSAs direct audiences to visit www.KnowHow2GO.org, a dynamic new website where students can take a virtual tour of a college campus, allowing them to explore in a safe and fun environment.

The interactive site is also equipped with tools that enable teens to challenge their friends to take tough classes via email. In addition, the website features biographies of the PSA’s fictional characters, who also have their own personal MySpace and Facebook profiles. Please continue your support of this important campaign.

The Little Mermaid
Inspires Americans to Protect and Preserve Our Oceans

Marine debris poses a serious threat to the marine environment, as well as our health and safety. In an effort to raise awareness about how our actions affect the health of the oceans, the Advertising Council has launched a new round of PSAs in partnership with the National Marine Sanctuary Foundation (NMSF), the National Oceanic and Atmospheric Administration (NOAA), the Department of Interior, and Walt Disney Studios’ Buena Vista Home Entertainment.

Created pro bono by Buena Vista Home Entertainment, the new PSAs incorporate clips from Disney’s The Little Mermaid: Ariel’s Beginning. Disney’s iconic animated characters capture the energy of life under the sea and deliver the critical message in a way that effectively speaks to 2–12-year-olds and their families.

Initially launched in 2006, this campaign is already having an impact. In an August 2007 nationwide tracking survey of kids ages 6–12, those respondents aware of the campaign advertising were significantly more likely than those unaware to say that they are interested in learning more about what they can do to help protect the ocean (68% vs. 41%). Please continue to help us raise awareness of this important issue by supporting these PSAs.

New Ads Encourage Parents to Feed Their Kids the Arts

The Ad Council and Americans for the Arts have launched a new extension of their “Arts. Ask for More.” campaign. The ads feature a new creative strategy in which parents “feed their kids the arts” with breakfast foods like “Raisin Brahms” and “VanGoghurt” that will help improve math and creative problemsolving skills. The new ads debuted in May at Advertising that Changed a Nation, an exhibit at the New England Institute of Art in Brookline, Massachusetts.

An overwhelming majority of school superintendents and employers agree that creativity is increasingly important in the workforce and that an arts training is crucial to de-veloping creativity. This campaign encourages parents to get involved in increasing their children’s experience in the arts in order to enhance their education. The PSAs direct parents to visit the campaign website, www.AmericansForTheArts.org, where they can find ten simple ways to include the arts in their children’s lives. With continued support of this campaign, parents all over the country will help promote the arts in their children’s lives, which will enrich their education and their future.

Please support this campaign and give children the education in the arts that they need. For additional campaign information, visit www.AmericansForTheArts.org.

Advertising That Changed a Nation

The New England Institute of Art developed a wonderful exhibit showcasing the Ad Council’s rich history of public service advertising this spring. Underwritten by Boston-based ad agency Mullen, the exhibit featured a series of print, outdoor and television ads from the Ad Council’s 65-year history, highlighting the impact of memorable campaigns, including Wildfire Prevention (Smokey Bear), Crime Prevention (McGruff the Crime Dog), Pollution (The Crying Indian) and Drunk Driving Prevention (“Friends Don’t Let Friends Drive Drunk” and “Buzzed Driving is Drunk Driving”).

Ready Business Campaign
Urges Small Businesses to “Define Their Day After”

The U.S. Department of Homeland Security and the Ad Council are reaching out to small businesses with a new round of creative work for the Ready Business campaign, developed to educate owners and managers of small to medium-sized businesses about preparing their employees, operations, and assets in the event of an emergency.

More than one-half of all Americans are employed by small businesses, according to the U.S. Census Bureau. However, research by the Institute for Business and Home Safety indicates that one in four U.S. businesses never recover or reopen after a disaster.

Created by the Neiman Group, this new installment of the campaign, entitled “Procrastination,” seeks to encourage small business owners to “define their day after” by putting emergency preparedness at the top of their to-do list. The PSAs tap into the natural tendency for small business owners to put off making plans for another day.

The ability of small businesses to survive and recover quickly from both natural and manmade disasters directly benefits employees, customers, and the community, as well as the local and national economy.

Please continue your support for this campaign and help us make a difference.

Live United Today

The Ad Council, in partnership with United Way, launched a new series of PSAs designed to inspire Americans to partner with United Way in its efforts to advance the common good. The new PSA campaign, created pro bono by McCann Erickson, includes television, radio, outdoor, print and Internet PSAs and invites the audience to engage with United Way and encourages people to “Give. Advocate. Volunteer. Live United.” The common objectives of United Way’s nationwide campaign include helping children and youth achieve their potential, promoting financial stability and independence and improving health across the country. The goal is to create lasting positive change by addressing the root causes of these problems.