How We Work
We build powerful cross-sector coalitions to create innovative social-impact campaigns that accelerate change at scale.
A One-of-a-Kind Model.
For more than 80 years, we’ve played a unique role in American culture as a national, nonpartisan nonprofit using the power of communication to address many of the most pressing issues of our time. Today, we have two dozen campaigns that focus on community and opportunity, early detection and preventive health, gun violence, mental health and safety — every day, we’re educating, uniting and uplifting millions of people across America.
Exponential Impact.
By partnering with leaders across the advertising, tech, media, marketing and philanthropy sectors, we build unique coalitions that create impact exponentially greater than any of us could achieve alone. The power of partnership is at the heart of everything we do.
Best-In-Class Creative
Our collaborative relationships with the country’s best storytellers ensure that we create inspiring messages with impactful calls to action.
This includes several advisory committees that guide our work at every step of the way — we could not do what we do without our incredible partners and our invaluable advisors.
This includes several advisory committees that guide our work at every step of the way — we could not do what we do without our incredible partners and our invaluable advisors.
Critical Cause Partners
We work hand in hand with trusted nonprofit, philanthropic, and government partners nationwide to ground our campaigns in real expertise. These collaborations fuel research and creative development, and amplify the reach needed to drive meaningful change at scale — turning big challenges into collective action and measurable impact.
Emerging Tech
As media consumption evolves, so does our approach. Emerging Media & Tech focuses on building partnerships and technology experiences that reach audiences where and how they engage with media today, from next‑gen platforms to AI‑powered campaign experiences designed around real consumer behavior.
Massive Media Reach
We partner with the country’s entire media ecosystem to secure more than $1 billion in advertising a year — making us one of the top 50 advertisers in America.
For each campaign, we take an audience-first approach to media outreach with targeted plans and the right trusted messengers.
For each campaign, we take an audience-first approach to media outreach with targeted plans and the right trusted messengers.
Top-Tier Brands
We collaborate with the nation's most recognizable brands and platforms to embed our campaigns in the culture — and inform and inspire action.
Trusted Messengers
To meet people where they are, the messenger is just as important as the message. From A-list celebrities and athletes to artists, content creators, subject matter experts and community leaders, we find the right trusted messengers to reach our campaign target audience.
LIVES WE'RE CHANGING
78% of those aware of our Adult Mental Health campaign are prioritizing taking care of their mental health.
71% of parents aware of our Youth Firearm Injury Prevention campaign had a conversation about preventing gun injuries affecting children and teens.
Since the launch of our Skills-First Hiring campaign, 32 states have removed bachelor’s degree requirements from their jobs.
Changing The Conversation Section
Changing the Conversation
Cannes Lions. CES. SXSW. And our Annual Public Service Award Dinner. Wherever the conversations about social impact are happening, you’ll find us there.
Thought Leadership
Change starts with conversations. Connect with us at inspiring, thought-provoking conferences throughout the year, from Cannes Lions and CES to Davos, POSSIBLE and SXSW.
Events
We also go beyond the conferences and festivals to connect with cause-driven leaders across the country — sharing meals and insights while building community.
Public Service Award Dinner
Our annual fundraiser brings together more than 1,500 business leaders and partners to celebrate the impact we’ve created together. It’s the most important and inspiring night of our year.
Even More to Explore
Our work goes beyond our campaigns. Get to know the Ad Council Research Institute, Ad Council Edge and Ad Council Entertainment!
Before you can drive action, you have to understand the public’s knowledge and attitudes. Learn more about how we work with partners to unlock the insights that drive change.
Our consulting arm leverages our decades-long history of impact to advise our clients on how to create inspiring, effective messages.
We recently announced a new foray into longform storytelling, in partnership with Sugar23.
Join Us
Together, we can create impact that is exponentially greater than any of us can achieve alone. Let's talk.