Media Planning

Welcome to our Media Planning page, a 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 our media partners, 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 PSAs in Q3

Discovering Nature

New creative highlights the power of music to inspire meaningful experiences in nature, where families can deepen their connection with each other and the outdoors. PSAs encourage parents and caregivers, with an emphasis on reaching Black and Latino parents and caregivers, to “feel the beat of nature” and experience the outdoors firsthand with their families.

Who to Target: Parents and caregivers of tweens (8-12), with an emphasis on reaching Black and Latino parents and caregivers
Launches on Available Now
English TV, OOH, Print, Radio
Spanish TV, OOH, Print, Radio

Diversity & Inclusion

New creative combats bias, discrimination, and injustice among communities most marginalized by promoting love and inclusion. The PSAs feature real, everyday people who demonstrate that tragedy and hate can lead to love; and Love Lives On through our individual and collective actions.

Who to Target: All audiences - armchair supporters
Launches on Available Now
English TV, OLV, Print, OOH, Digital

Ending Hunger

In 2020, 1 in 5 people turned to the charitable food sector for help. The pandemic presented a perfect storm with long-lasting impacts: disruptions to the supply chain and increased need for help. This year, 42 million people (1 in 8) including 13 million children (1 in 6), may experience food insecurity. The lingering effects of the pandemic and increasing food prices are adding to the stress on food banks and forcing families whose budgets are tight to turn to food banks to make ends meet.

Who to Target: Millennial and Gen X Caregivers
Launches on Available Now

Gun Safety

The End Family Fire campaign highlights the importance of safe gun storage and introduces the term “family fire,” giving a name to any shooting that involves an improperly stored or misused gun found in the home. Unintentional shootings, suicide, and intentional shootings are all forms of family fire.

Now, more than ever, storing guns safely – locked, unloaded, and separately from ammunition – can keep our families and communities safe.

Who to Target: Gun owning parents
Launches on Available Now
English TV, Online Video

Veterans Crisis Prevention

New creative focuses on female Veterans and 55+ Veterans. The PSAs acknowledge their unique experiences and encourage them to reach out for support with life challenges of any kind.

Who to Target: Female Veterans and Veterans 55+
Launches on August

Youth Vaping Prevention

Thousands of kids start vaping every day, but many parents are unaware of the dangers of youth vaping. New creative will encourage parents of kids ages 10-14 to #DoTheVapeTalk, and proactively talk to their kids about the dangers and health effects of youth vaping. This messaging is especially vital during the back-to-school period as kids are returning to the peer pressure associated with the school environment, that might lead to vaping.

Who to Target: Parents of kids 10-14
Launches on August 9
English TV, Online Video, Radio, Print, OOH, Digital

Emergency Preparedness

New creative will encourage Black Americans to create a legacy that lasts by taking steps to prepare themselves and their loved ones for natural disasters. The creative will also highlight the importance of staying connected and creating a family communication plan for when disasters strike.

Who to Target: Black/African American parents and guardians
Launches on Late August
English TV, Radio, Print, OOH, Digital

Wildfire Prevention

For more than 75 years, Smokey Bear has protected our forests and promoted wildfire prevention. His powerful message, “Only you can prevent wildfires,” is at the heart of America’s longest-running PSA campaign.

Smokey’s message remains relevant today, as nearly nine out of ten wildfires nationwide are caused by humans and can be prevented. Additionally, during these unprecedented times, spending time outdoors has never felt more valuable. Whether we’re passing the time in public lands or in our own backyards, we all have a role to play in keeping our safe places safe by acting responsibly and doing our part to help prevent wildfires.
Launches on Late August

Adoption from Foster Care

Currently, more than 117,000 youth in the U.S. foster care system are awaiting adoption. Teens never outgrow the need for family, but only 5% of all children adopted in 2020 were between the ages of 15 and 17. New creative is inspired by real, heartwarming stories of adoption. Showcasing the rewards of adopting a teen from foster care, the TV and digital video remind prospective adoptive parents "You can't imagine the reward" and encourage them to learn more about adopting a teen.

Who to Target: Adults ages 35-60
Launches on September 13
English TV, Online Video

Shelter Pet Adoption

New creative will encourage audiences to support pets in their community by demonstrating that there is no gesture too small or too big—whether it’s donating a bag of kibble, sharing a post of a lost pet, or welcoming a foster pet into your home.

Who to Target: Adults aged 18-65+ (Pet Owners + Pet Lovers)
Launches on September
English TV, Online Video, Radio, Print, OOH, Digital

July - BIPOC Mental Health Month

There are 48 million unpaid family caregivers in the United States. Most caregivers are family members or friends who are working, managing their own families and caring for their loved ones at the same time. For many, the caregiving role doesn’t start all at once—it starts with simple things like scheduling a doctor’s visit or helping with daily errands, then gradually expands until it becomes a major commitment. On average, caregivers provide 23 hours of care a week, the equivalent of an unpaid, part-time job.

Since 2011, we have encouraged caregivers to care not only for their loved ones, but also for themselves. To date, the campaign has targeted several audiences: general market women age 40 to 60, male caregivers age 35 to 60, and Hispanic/Latino and African American/Black caregivers with an emphasis on women ages 35 to 60.

The campaign directs viewers to AARP’s Family Caregiving site, where caregivers can find free Care Guides, self-care tips, planning resources, legal and financial guidance, and more.
There is a mental health crisis among our country’s youth. Young adolescents (10-14) are experiencing increased rates of mental health challenges and youth of color, in particular, face the additional trauma of systemic racism and greater challenges in accessing the support they need.

Sound It Out uses the power of music to help parents and caregivers have meaningful conversations with their middle schoolers about emotional wellbeing. We paired middle-school aged kids and their caregivers with musical artists, like KAMAUU, Tobe Nwigwe, Empress Of, and Lauren Jauregui, to create an album of exclusive songs inspired by the emotions in their conversations. The album is available at SoundItOutTogether.org and EscuchandoSentimientos.org, where caregivers can also access free, expert-vetted resources to guide conversations with their child about emotional wellbeing.
Young adulthood is a critical time, when many people experience mental health issues and significant stress from life transitions like moving from home and beginning college or a career.

Seize the Awkward empowers 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.

The new iteration of the campaign, “Whatever Gets You Talking,” showcases the variety of ways young people can start and continue those conversations with their friends, whether that be through a GIF, emoji, call or text.

The campaign drives to SeizeTheAwkward.org, where visitors can explore resources and tools to help them start a conversation with a peer around mental health.

Upcoming Campaign Launch

TRANSFORMING HIRING & DIVERSIFYING TALENT

The U.S. labor market has a perceived shortage of qualified workers, yet millions of workers with in-demand skills are being overlooked, undervalued, and filtered out before even being considered. We call these over 70 million workers STARs: workers Skilled Through Alternative Routes. STARs make up 50% of the U.S. workforce and have developed valuable skills through community college, workforce training, bootcamps, certificate programs, military service, or on-the-job learning, rather than through a bachelor’s degree. The false assumption that no degree means no skills has had a severe, negative impact on STARs. The wage gap between STARs and workers with bachelor’s degrees has doubled over the last 40 years. STARs now earn less – when adjusted for inflation – than they did in 1976.

Research has found that STARs face a "paper ceiling" – the invisible barrier that comes at every turn for workers without a bachelor's degree. Lack of alumni networks, biased algorithms, degree screens, stereotypes, and misperceptions all contribute to the paper ceiling, creating barriers to upward economic mobility for STARs, even though they have demonstrated skills for higher-wage work.

The campaign shifts perceptions and redefines the meaning of a “skilled worker” – a term that is overly associated with having a bachelor’s degree – to unlock STARs as an overlooked and undervalued talent pool. STARs are missing out on opportunities for upward mobility that could change their careers, lives, and communities. By screening workers out based on a bachelor’s degree, employers are missing out on a diverse, skilled talent pool and might not realize they are the solution to the talent shortage they are trying to solve.
Who To Target:

1. Employers – Hiring influencers and decision makers at small, medium, and large businesses in the U.S.

2. STARs – Rising STARs, the 30 million workers in the U.S. who have the skills to transition to an occupation in the next highest wage category.
Launches on Available Now
Q3 Seasonal Calendar

July

Summer

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Summer is a key time of year for outdoor adventure and family bonding.
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Summer Hunger
Who to Target: Parents, 25 - 55

August

Summer

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Summer is a key time of year for outdoor adventure and family bonding.
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Summer Hunger
Who to Target: Parents, 25 - 55

Back-to-School

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Who to Target: Middle school girls ages 11-15
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Who to Target: Adults 25-35 without a high school diploma
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Who to Target: Parents and Caregivers of Middle Schoolers (Ages 10–14), with an Emphasis on Black and Hispanic/Latinx Caregivers
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With thousands of kids starting to vape every day, this messaging is especially vital during the back-to-school period as kids are returning to the peer pressure associated with the school environment, that might lead to vaping.

September

Child Passenger Safety Month

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Child Passenger Safety Week is September 18th - 24th.

Hunger Action Month

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Who to Target: Millennial and Gen X Caregivers

National Preparedness Month

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Who to Target: Black/African American parents and guardians

Back-to-School

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Who to Target: Middle school girls ages 11-15
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Who to Target: Adults 25-35 without a high school diploma
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Who to Target: Parents and Caregivers of Middle Schoolers (Ages 10–14), with an Emphasis on Black and Hispanic/Latinx Caregivers
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This messaging is especially vital during the back-to-school period as kids are returning to the peer pressure associated with the school environment, that might lead to vaping.

Welcoming Week (9th - 18th)

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Welcoming Week is the largest national event focused on bringing together neighbors of all backgrounds to build strong connections and affirm the importance of welcoming and inclusive places in achieving collective prosperity. The theme for the 10th anniversary of Welcoming Week (2022) is "Where We Belong", reinforcing the importance of belonging for immigrant and U.S.-born communities.
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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