Media Planning
Welcome to our resource for Ad Council’s trusted media partners to explore and access our latest and upcoming PSAs. Below you’ll find the newest campaigns and creative launches to reach segmented audiences, along with a guide for key moments to run these important messages throughout July, August, and September. With the support of partners like you, these PSAs reach millions of Americans and help them live safer, healthier and happier lives.
See other seasonal campaigns in Q3
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New Creative in Q3
Child Car Safety
Motor vehicle crashes are a leading cause of death for children under 13. With families driving more over the summer, remind parents to ensure their children are safe and protected in the right car seat for their age and size.
To ensure parents and caregivers are properly securing their children in the best car seat restraint for their age and size, they can visit NHTSA.gov/TheRightSeat or NHTSA.gov/Protegidos.
Who to Target: Parents and caregivers with children ages 0-14 years old. In addition to general market, this campaign also targets Latino segments.
To ensure parents and caregivers are properly securing their children in the best car seat restraint for their age and size, they can visit NHTSA.gov/TheRightSeat or NHTSA.gov/Protegidos.
Who to Target: Parents and caregivers with children ages 0-14 years old. In addition to general market, this campaign also targets Latino segments.
Available:
Early July
English
OOH, Digital Banners & Radio
Spanish
OOH, Digital Banners & Radio
Gun Safety
Access to a firearm triples the risk of death by suicide, and in moments of temporary crisis, safe firearm storage can prevent fatal outcomes.
End Family Fire is releasing a new suite of testimonial-style assets which will feature the stories of real gun owners who have come close to gun suicide and know the importance of safe gun storage. These assets will encourage gun owners to take action to prevent gun suicide by storing all of their firearms locked, unloaded, and away from ammunition.
Who to Target: Gun owners and those living in gun-owning households, ages 18+
End Family Fire is releasing a new suite of testimonial-style assets which will feature the stories of real gun owners who have come close to gun suicide and know the importance of safe gun storage. These assets will encourage gun owners to take action to prevent gun suicide by storing all of their firearms locked, unloaded, and away from ammunition.
Who to Target: Gun owners and those living in gun-owning households, ages 18+
Available:
Early July
English
Video, OOH, Radio, Banners, Digital Experience
Distracted Driving Prevention
According to NHTSA, in 2021, seven percent of drivers 15 to 20 years old involved in fatal crashes were reported as distracted.
Project Yellow Light is a video, billboard, and radio competition for high school and college students to create compelling stories, designs, and audio to convince their peers to avoid distracted driving, specifically the use of a cell phone while driving. The project was created by the family of Hunter Garner to honor his memory after his death in a car crash at age 16. Run PSAs to remind drivers not to drive distracted.
Who to Target: Drivers ages 16-34
Project Yellow Light is a video, billboard, and radio competition for high school and college students to create compelling stories, designs, and audio to convince their peers to avoid distracted driving, specifically the use of a cell phone while driving. The project was created by the family of Hunter Garner to honor his memory after his death in a car crash at age 16. Run PSAs to remind drivers not to drive distracted.
Who to Target: Drivers ages 16-34
Available:
July
English
TV, Radio, OOH, Online Video
Wildfire Prevention
Nearly 9 out of 10 wildfires nationwide are caused by people and could have been prevented.
Run PSAs to celebrate Smokey and remind viewers to protect the lands they love by preventing wildfires. By following correct wildfire safety precautions, we can all do our part to prevent wildfires from happening.
Who to Target: All (General Market)
Run PSAs to celebrate Smokey and remind viewers to protect the lands they love by preventing wildfires. By following correct wildfire safety precautions, we can all do our part to prevent wildfires from happening.
Who to Target: All (General Market)
Available:
July - OOH & Digital
September - TV
September - TV
English
TV, OOH & Digital
Alzheimer's Awareness
Hispanics are 50% more likely than non-Hispanic Whites to develop Alzheimer’s disease and are projected to have the steepest increase in Alzheimer's disease diagnoses of any ethnic group over the next 40 years. The small changes in a loved one can easily be mistaken for normal aging making them wait to act to benefit from early diagnosis.
Run these PSAs to encourage families to notice the signs and the importance of early detection for their loved ones.
Who to Target: Hispanic Pre-Care Partners (Adults 45-65 with a parent or spouse 65 or older)
Run these PSAs to encourage families to notice the signs and the importance of early detection for their loved ones.
Who to Target: Hispanic Pre-Care Partners (Adults 45-65 with a parent or spouse 65 or older)
Available:
Early August
Spanish
TV, OLV, Radio, OOH
Suicide Prevention (Teen and Young Adult Mental Health)
Seize the Awkward inspires young adults to help friends who are struggling with mental health issues (and who may be at risk for suicide) by encouraging them to consistently start and sustain conversations about mental health with their friends.
Who to Target: Teens and young adults ages 16-24, with emphasis on Black and Hispanic/Latino communities
Who to Target: Teens and young adults ages 16-24, with emphasis on Black and Hispanic/Latino communities
Available:
Late August
English
Video, Digital, OOH, Audio
Veterans Crisis Prevention
Veterans are at higher risk for suicide compared to the general population. But there is hope – resources are available and suicide is preventable. In the new “Don’t Wait. Reach Out.” campaign PSA, we hear from Veterans who encourage other Veterans to reach out for help before their challenges become overwhelming.
Who to Target: Veterans of the U.S. Armed Forces
Who to Target: Veterans of the U.S. Armed Forces
Available:
Early September
English
Video, Radio, Print, OOH, Digital Banners
Emergency Preparedness - NYC
Run new PSAs encouraging New Yorkers to sign up for free customized emergency, mass transit, and weather alerts from Notify NYC. For more information and to sign up, visit NYC.gov/NotifyNYC or call 311.
Who to Target: 18-25 year-olds in the 5 NYC Burroughs; English + Spanish speakers
Who to Target: 18-25 year-olds in the 5 NYC Burroughs; English + Spanish speakers
Available:
September
English
TV, Radio, Digital Banners, Print, OOH, Social
Spanish
TV, Radio, Digital Banners, Print, OOH, Social
Emergency Preparedness
Run new PSAs encouraging older adults to assess their needs in the event of an emergency.
Who to Target: Older adults, 65+
Who to Target: Older adults, 65+
Available:
September
English
TV, Radio, Digital Banners, Print, OOH, Social
Spanish
TBD
Fatherhood Involvement - #Dadication
New #Dadication PSA features a gay dad sharing his story. The #Dadication campaign highlights the diverse experiences of real dads who share a commitment to being there for their kids.
Who to Target: Fathers of children ages 0 – 18
Who to Target: Fathers of children ages 0 – 18
Available:
Late September
Summer & Back-To-School PSAs
Buzzed Driving Prevention
The Buzzed Driving Prevention campaign reminds young men to plan ahead and catch a sober ride when they are not okay to drive and lets viewers know that driving buzzed can be just as dangerous as driving drunk.
Prevent Hot Car Deaths
Pediatric vehicular heatstroke is the leading cause of non-crash, vehicle-related fatalities for children aged 14 and younger. Parked cars get hot, fast – and can be deadly. A child’s body temperature rises 3-5 times faster than an adult’s does, and even at temperatures as low as 60°F, a child that has been forgotten or left behind or gained access to a parked car can be at risk of heatstroke within minutes. This campaign reminds families with children that these tragedies can happen to anyone, but they are always preventable.
To learn more about how to prevent heatstroke deaths visit www.nhtsa.gov/heatstroke or www.nhtsa.gov/hipertermia.
To learn more about how to prevent heatstroke deaths visit www.nhtsa.gov/heatstroke or www.nhtsa.gov/hipertermia.
Youth Vaping Prevention
2.5 million kids currently use e-cigarettes, but many parents don't know that vaping can cause irreversible lung damage and lead to lifelong nicotine addiction. This campaign reminds parent of the important role they can play in preventing their kids from vaping, a message especially important during the back-to-school season.
Q3 Seasonal Calendar
July
National Cannabis Oil Day
Although several states have legalized marijuana use, driving when impaired by any substance remains illegal in all 50 states and in Washington, D.C.
Run PSAs to remind males 18-34 that if you feel different, you drive different. Don't drive high. It’s dangerous, and illegal everywhere.
Run PSAs to remind males 18-34 that if you feel different, you drive different. Don't drive high. It’s dangerous, and illegal everywhere.
Hot Weather Month
July, August and September are typically the hottest months of the year, making heatstroke awareness and prevention all the more important. Utilize the new radio, OOH, and banners launched in May.
Minority Mental Health Month
Air PSAs during Minority Mental Health Awareness Month in July and beyond to encourage teens and young adults to check in with their friends about their mental health.
Wildfire Prevention Season
Run PSAs to celebrate Smokey and remind viewers to protect the lands they love by preventing wildfires.
August
Wildfire Prevention Season
Run PSAs to celebrate Smokey and remind viewers to protect the lands they love by preventing wildfires.
Hot Weather Month
July, August and September are typically the hottest months of the year, making heatstroke awareness and prevention all the more important. Utilize the new radio, OOH, and banners launched in May.
Back to School
Run PSAs to remind parents of the important role they can play in preventing their kids from vaping, a message especially important during the back-to-school season.
September
Hot Weather Month
July, August and September are typically the hottest months of the year, making heatstroke awareness and prevention all the more important. Utilize the new radio, OOH, and banners launched in May.
Suicide Prevention Month
Firearm Suicide Prevention Day, established by Brady and End Family Fire in 2022, is part of Suicide Prevention Month, and was created to educate about America's growing firearm suicide crisis and promote the importance of storing firearms safely and securely as an essential component of suicide prevention.
Seize the Awkward inspires young adults to help friends who are struggling with mental health issues (and who may be at risk for suicide) by encouraging them to consistently start and sustain conversations about mental health with their friends.
September is Suicide Prevention Month. Air PSAs to encourage Veterans to proactively reach out for help for life challenges.
National Preparedness Month
National Preparedness Month is an observance each September to raise awareness about the importance of preparing for disasters and emergencies that could happen at any time.
National Preparedness Month is an observance each September to raise awareness about the importance of preparing for disasters and emergencies that could happen at any time.
Wildfire Prevention Season
Run PSAs to celebrate Smokey and remind viewers to protect the lands they love by preventing wildfires.
Back to School
Run PSAs to remind parents of the important role they can play in preventing their kids from vaping, a message especially important during the back-to-school season.
9/8-9/17: Welcoming Week
Welcoming Week is a time for organizations and communities bring together neighbors of all backgrounds to build strong connections and affirm the importance of welcoming and inclusive places in achieving collective prosperity.
9/12: Firearm Suicide Prevention Day
Firearm Suicide Prevention Day, established by Brady and End Family Fire in 2022, is part of Suicide Prevention Month, and was created to educate about America's growing firearm suicide crisis and promote the importance of storing firearms safely and securely as an essential component of suicide prevention.
9/17-9/23: Child Passenger Safety Week
Target parents and caregivers with children ages 0-14 years old. In addition to general market, this campaign also targets Hispanic segments.
9/23: Seat Check Saturday
Target parents and caregivers with children ages 0-14 years old. In addition to general market, this campaign also targets Hispanic segments.
Some Frequently Asked Questions (And Answers!)
- How does the Ad Council distribute PSAs?
- Through our emails, we distribute our TV, Radio, Magazine and Newspaper materials, all free and ready to run! We've also partnered with Extreme Reach to provide all Ad Council TV and Radio PSAs to Extreme Reach subscribers. Let us know at ACinquiries@adcouncil.org if you'd like to sign up for our emails!
- How do I download Banner/Online Video assets?
- To keep track of our digital placements, banner and online video assets must be "Requested", not "Downloaded." While you can preview our PSAs, requesting assets allows us to begin work on your 3rd party tags. Implementing these tags requires access to an ad network or server such as Doubleclick for Publishers. Our assets are only to be served within the United States. 2-3 assets are recommended per campaign. Typically, tagged assets are available within 24-48 business hours of the request. More than one campaign is recommended for publishers serving a large inventory. Remember to enter the URL where the asset will run and your organization into the request pop-up for the digital content you are requesting.
- How do I find the specific PSA I'm looking for?
- On the Find Assets page, you can search by keyword, select a media type, search by language, issue area, target audience, as well as release and expiration dates. Be sure to select your media type first to see other possible filtering options.
- Why do I need to register to download?
- We would like to provide you with a customized user experience. By logging on to the site, adcouncil.org can store your preferences, maintain your Download Center, and provide you with a record of your site activity and user profile. You can still preview our PSAs without registering!
- Do PSAs have expiration dates?
- Yes! All Ad Council PSAs have an expiration date. After a PSA expires it must be removed from air and online. You can find this information listed next to each asset. Additionally, you can find a personalized expiration list in your account. Simply click your user icon at the top right, when logged in, then select My Activity. You will see expiration dates under the Downloaded and Requested tabs.
- What are the general terms of use for Ad Council PSAs?
- Please refer to our extended Terms of Use page for more detailed information. Basic terms state you may not modify/alter the PSAs in any way unless authorized; the PSAs may only be placed in donated media and not on any media that is purchased; the PSAs may not be placed on any piracy or other illegal sites or media outlets; they also may not be placed on pornographic sites. You may not use the PSA in any manner that would imply an association with any commercial enterprise. Use of the PSAs is only permitted through the applicable expiration period.
- How do I stay up to date on new Ad Council PSAs?
- When you sign up to access our PSAs, there’s a checkbox to sign up for our email updates. Additionally, contact ACinquiries@adcouncil.org to receive our printed materials. You can also regularly check our Find Assets section and search by release date to see what’s the most recent.
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