Where creativity and cause converge
The Ad Council has created some of the most iconic campaigns in advertising history. Smokey Bear. Friends Don’t Let Friends Drive Drunk. A Mind is a Terrible Thing to Waste. Love Has No Labels. We also have a long history of leading life-saving communications in times of national crisis, from World War II to September 11th, from Hurricane Katrina to COVID-19.
Read all about the history of the Ad Council, which stretches back decades to our WWII-era founding.
The History of Our COVID-19 Vaccine Education Initiative
Read all about how our unprecedented effort, involving more than 300 partners, unfolded in real time.
HOW WE WORK
The Ad Council is the only organization that uses communications to solve social issues at scale. We’re committed to strengthening the health, education and safety of our country. Our proven model amplifies our partners’ reach and investment, exponentially maximizing our collective social-good impact. Here’s how we work on our adoption from foster care campaign.
We identify a critical cause with our nonprofit, government agency and brand partners.
We use a research-based strategy to develop the right approach and message for the right audience.
We partner with the most creative companies in the world — advertising and marketing; linear and digital media; entertainment and tech — to develop world-class creative content.
We work with media, talent and tech to reach the right audience at the right time.
With every issue-based campaign, we create a lasting impact on American life.
How we decide what to work on
How do we create meaningful change? Our vetting process begins well before we take on a cause.
- We are nondenominational and nonpartisan, and we don't lobby or influence legislation.
- An Ad Council issue is national in scope, with a message that’s relevant to communities throughout the country.
- An Ad Council issue warrants donated time and media space.
- We establish clear objectives that can be met and measured.
- We don’t just spotlight an issue—we show people direct actions they can take immediately.
As vocal supporters of the Ad Council in their own businesses and communities, our Board of Directors and Leadership Council are crucial for the Ad Council's impact.
Creating change at scale is only possible due to our vast, one-of-a-kind network of partners across media and tech, marketing and advertising, entertainment, government, foundations, and the nonprofit world.
The Ad Council is a team of passionate people dedicated to driving social change. That starts with our leaders.