Case Studies

The goal of all Ad Council campaigns is to make a measurable difference in our society. Here are some examples of campaigns that have made an impact throughout the years.

Adoption from Foster Care (2013)

Since the 2004 campaign launch, there have been over 20 million visits to the AdoptUSKids website, over 218,000 inquiries, and more than 20,700 children have been adopted from foster care.

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Autism Awareness (2017)

Autism is the fastest-growing serious developmental disorder in the United States. Today, 1 in 68 children is diagnosed, a nearly 30% increase in just three years. Despite this high prevalence, research shows that many parents of young children have very little knowledge about the signs of autism and are not seeking help early enough.

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Buzzed Driving Prevention (2011)

In conjunction with law enforcement, as well as other national and local public service messages, the “Buzzed Driving” campaign has done a remarkable job in the arena of drunk driving prevention. The “Friends Don’t Let Friends DriveDrunk” message to interveners has been thoroughly ingrained in American culture. The newer “Buzzed Driving is Drunk Driving” message continues to reach Americans by tackling the problem head-on and placing the responsibility to not drive impaired on buzzed drivers.

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Children's Oral Health (2013)

Launched in 2012, the Children’s Oral Health campaign saw high recognition of its advertising, strong engagement online and significant shifts in key behaviors among low-income parents after only a year of being in market. The key message in the PSA campaign—that children should be brushing two minutes, twice a day—was reaching parents, and more children were taking the recommended actions to reduce oral health pain now and in the future.

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College Access (2011)

In 2007, the Ad Council launched a national public service advertising campaign that urged low-income students in middle and high school to learn the necessary steps to prepare for college. After the campaign’s launch, students talking about college increased by 6 percent, and the number of students taking steps to prepare for college increased by 8 percent.

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Diversity and Inclusion (2015)

The Ad Council launched the Love Has No Labels campaign in March 2015 to promote acceptance and inclusion regardless of race, religion, gender, sexuality, age and ability by encouraging people to recognize their own implicit bias.

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Fatherhood Involvement (2017)

86% of dads spend more time with their children today than their own fathers did with them, according to an Ad Council survey. However, a majority of dads (7 out of 10) also reported that they could use tips on how to be a better parent. 

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Foreclosure Prevention Assistance (2013)

The Foreclosure Prevention Assistance campaign has motivated struggling home owners across the country to receive free mortgage assistance through the Making Home Affordable® program.

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Gay and Lesbian Bullying Prevention (2012)

The Think Before You Speak campaign has proven to be an important communications effort to reduce negative attitudes and behaviors towards LGBT teens. When the campaign launched in 2008, it was the only nationwide communications campaign to focus specifically on the use of casual yet harmful anti-LGBT language.

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High School Equivalency (2017)

Opportunities are often limited for adults without a high school diploma. To support themselves and their families, many work multiple jobs with lower pay and less stability. Since 2010, the High School Equivalency campaign has helped connect more than 1 million men and women in all 50 states with free adult education classes so they can earn their GED or other high school equivalency degree.

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Reducing Food Waste (2016)

Each year 40% of food in the United States never gets eaten, translating to $218 billion lost. To raise awareness about the economic and environmental impacts of wasted food and encourage Americans to make simple lifestyle changes like making shopping lists, repurposing leftovers, and learning how to properly store a wide variety of foods to help “Save the Food”.

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Wildfire Prevention (2014)

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 an average of 6.7 million annually today.

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