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“Who Do We Trust With Our Lives?: The Trusted Messenger Study” is the First Public Report from the Newly Formed Ad Council Research Institute

“It’s Up to You” Vaccination Education PSA to Premiere During “56th Academy of Country Music Awards™" Broadcasting Live from Nashville on Sunday, April 18 at 8 p.m. ET/7 p.m. CT on CBS

Purpose-driven marketing is a strategy used by an organization to center its external communications efforts around a social cause that aligns with its core values. The goal of purpose-driven marketing is for an organization to develop a deeper rapport with their consumer base by creating authentic connections based on shared values.