Mr. Chairman and distinguished members of the Committee, thank you for asking the Ad Council to testify today. My name is Kate Emanuel and I oversee nonprofit and government affairs for the Ad Council.

Background about the Ad Council

The Ad Council was founded in 1942 when the leading advertising executives of the day were asked to rally both funds and moral support necessary for America to win WWII.  Working in tandem with the Office or War Information, the Ad Council created campaigns such as Buy War Bonds, Plant Victory Gardens, Rosie the Riveter’s “We Can Do it” and “Loose Lips Sink Ships.”  After the war, the Ad Council’s leadership, decided to carry on their mission and help the country tackle peace-time issues.  More than sixty-five years—and thousands of campaigns—later, the Ad Council remains America's leading producer of public service communications.

The nonprofit Ad Council represents a unique collaboration between the advertising, media, and business communities.  Advertising agencies throughout the country lend us their best and brightest talent to develop our campaigns pro bono and the media generously donate their advertising time and space to deliver our messages to the American people.  Their collective donation of volunteer labor and free media is extraordinary:  Last year, the Ad Council received over $2 billion in donated media on behalf of our fifty-plus PSA campaigns.

Through the years, taglines like “Only You Can Prevent Wildfires”, ”A Mind is A Terrible Thing to Waste” and “Friends Don’t Let Friends Drive Drunk” have become part of our society’s vernacular.  And as society has changed, so too has the Ad Council.  Whether it was polio in the ‘50s, the Peace Corps or racial discrimination in the ‘60s, pollution in the ‘70s, AIDS in the 80s, recycling in the ‘90s, the Ad Council continues to address the most pressing social issues of the day.  Today, the Ad Council’s docket includes campaigns addressing childhood obesity, autism, global warming, internet safety, financial literacy, and cyberbullying to name just a few. 

Although most Americans can assuredly recite Ad Council slogans, Ad Council PSAs are not just memorized--they mobilize.  For example:   

-Since its launch, the U.S. Department of Health and Human Services’ Adoption campaign has received $150 million in donated media and more than 13,000 new families have started the adoption process with the hope of giving a child from foster care a permanent home.

-The Ready campaign—which encourages Americans to prepare for all kinds of emergencies--has garnered more than$676 million in donated media over the last 4 ½ years . The Ready.gov website has received more than 27 million unique visitors and 2.1 billion hits. 

-In just the first six months of the Big Brothers Big Sisters’ Mentoring campaign, calls to the hotline increased by more than 2,000%.  Mentoring applications soared from 90,000 a year to 620,000 in nine months, a seven-fold increase.

-The first year of NHTSA’s “Buzzed Driving” campaign generated nearly $80 million worth of donated media support, leading to campaign awareness of at least 4 in 10 members of the target audience nationwide.

Ad Council’s partnership with the Federal Government

The Ad Council is an organization with a rich history of partnering with the Federal government and stepping in when the country is facing a crisis.  Just as the Ad Council created ads shortly after the attacks on Pearl Harbor, the organization created its “I am an American” campaign within days of the 9/11 attacks, providing inspiration, hope and healing to all Americans.  Additionally, PSAs addressing the flu vaccine shortage sought to encourage Americans who weren’t at risk to give others “a shot”.  The Ad Council also joined with former Presidents Bush and Clinton to urge Americans to support the tsunami relief efforts and later, Hurricane Katrina.

Presently, we have 22 campaigns with the Federal government which comprise approximately 50% of our docket.  We work with many of the Federal departments and agencies, including Transportation, Justice, Energy, Treasury, Heath and Human Services, Agriculture, Homeland Security, EPA and Library of Congress.  We address a host of social issues in tandem with these Federal partners, including obesity, gun violence, financial literacy, energy efficiency, wildfire prevention, drunk driving, disaster preparedness and literacy.  A full list of our campaigns and summaries are attached.

The way we work is that our “sponsor”—either the Federal government or a non-profit organization--pays for hard costs to produce the PSA campaign. They also serve as the issue expert.  The Ad Council brings on a pro bono ad agency to develop the creative work and we then distribute the PSAs to the media, via a nationwide network of over 33,000 media outlets (TV, radio, print, outdoor, out-of-home, and Internet). 

While most of our campaigns attempt to raise awareness, inspire action or change behaviors, we do have some historic campaigns that were created to promote awareness of Federal benefits.  For example, in 2003, we partnered with the National WIC association to generate awareness of the WIC program and communicate its benefits to women and children who are in need of assistance.  We also partnered with HHS on a campaign to raise awareness about the SCHIP program in the early 1990’s.

Somewhat related,  we partnered with the Department of Defense’s Employer Support of the Guard and Reserve (ESGR) on a campaign that targeted employers to continue their support for their employees in the Guard and Reserve during training or active duty periods. This nine-year campaign encouraged employees to learn their rights and responsibilities for their active duty employees.  

Ad Council’s Best Practices

Whether its promoting awareness about a social issue or a Federal benefit, the Ad Council recommends the following best practices for creating effective, sustainable and motivating PSA campaigns.

• Identify a Core Target Audience:   In the world of advertising, there is nothing more important than knowing your audience and public service advertising is no exception.  A successful media campaign must know what the target audience thinks about the issue and the most effective way to communicate its message.  In addition, a PSA should stick to one target audience and not try to be all things to all people. This entails gathering all credible and existing research about the campaign subject matter and obtaining new information through focus group research.  This research will guide strategic development, help determine breakthrough language, and ensure the creation of a message that resonates with the target audience.  In addition, target-audience attitudes and behaviors should be tracked before and throughout the course of any campaign to measure its impact.  

• Know the PSA Proposition:  A good PSA is one that takes a complex issue and drills it down to an individual action that is achievable.  So, for example, we know that a PSA campaign can’t eliminate health disparities, discrimination, poverty or global warming.  But, if done right, a motivating and simplified campaign can encourage someone to speak out against racism, lead a healthy lifestyle, reduce their carbon footprint or mentor a child. And recognize when a PSA campaign is not the best way to go.   Some issues simply don’t work well with PSAs—messages that only affect a small percentage of the population, are time sensitive or messages that advocate.

•  Stick to One Idea:  An effective PSA—whether it’s a TV or radio spot, newspaper or print ad, web banner or billboard--should say one thing.  The most reliable way to ensure focused advertising is to start with a single-minded creative brief which serves as the strategic blueprint for your campaign. It should address these core elements: 1) background (why are we advertising?); 2) target audience (who are we talking to?), 3) strategic Insight (what will get their attention?); 4) main message (what should the advertising say?); 5) support (why should they believe us?); 6) call to Action (what do we want them to do?)

• Let your website do the heavy lifting:  Keep your PSA message single-minded and let your “back end” (i.e. your website and collateral materials) convey in-depth information about your issue.  All PSAs should include a concise and easy to remember url that links to a website that is easy to navigate and entertaining yet instructive.  Make sure the website keeps to the campaign’s message and doesn’t overwhelm the user.  Typically, the Ad Council creates separate campaign websites for our Federal government partners so that the public is directed to a very user-friendly website.   Please find attached screen grabs of the homepages of a handful of the Ad Council’s campaigns with the Federal government, including the U.S. Department of Health and Human Services (www.smallstep.gov), U.S. Army (www.boostup.org), U.S. Patent and Trademark Office (www.inventnow.org), EPA (www.noattacks.org),  USDA (www.mypyramid.gov), U.S. Forest Service (www.smokeybear.com),SAMHSA (www.whatadifference.org) and U.S. Department of Homeland Security (www.ready.gov).

      Finally, allocate the proper resources for site updates and maintenance and refresh the content as often as you can.

• Think beyond your website:   Once a PSA has been seen, heard, read or clicked, it needs to provide information so that the public can find out where to get help or offer their support.  Depending on your target audience, you may want to go beyond just a website and have a comprehensive fulfillment program (i.e 1-800 number, collateral materials, curriculum, posters, etc)   

• Strive for Creative Excellence:   Great creative can strike a chord and motivate people to change.  When creating PSAs, keep in mind these general creative themes:

• Talk to the audience as you would a friend
• If possible, entertain them
• If needed, make them uncomfortable…to a point
• Once you’ve got them, don’t ask for too much (ie. “Visit a website to learn more”, “Speak to your kids about their friends”, “Take the keys from a drunk driver”)

Highly motivational and creative advertising not only inspires consumers, but it’s more likely to motivate the media (i.e. a PSA or community affairs manager) to donate their time or space.  Establishing a review panel of experts from the advertising industry can help ensure first-rate creative messages.  For example, to maintain its top quality creative work, the Ad Council has an advisory group comprised of the top creative minds in the advertising industry that reviews each campaign at specific points in the campaign development cycle (strategic development, concept development and rough cuts) in order to ensure the best execution of the research-based strategy. 

• Think Long Term:  Effective public service media campaigns require a sustained level of advertising—over the long term—to effect change.  In the Ad Council’s experience, in order for any campaign to penetrate the American collective consciousness and change overall behaviors, a PSA effort must be at least three years in duration and is most effective over five years or more.  In fact, the Ad Council’s most effective PSA campaigns are the longest running: “Smokey Bear”, “McGruff the Crime Dog”, “Friends Don’t Let Friends Drive Drunk”, “A Mind is A Terrible Thing to Waste”, and “Vince and Larry, the Crash Test Dummies”.

• Seek regular and frequent exposure:  The most compelling PSA is powerless without regular public exposure, which is increasingly challenging in today’s cluttered media PSA environment.  Thus, creating a media outreach strategy and forming innovative partnerships with media outlets are critical to maximizing a PSA’s exposure.  In addition, conducting local and community media outreach greatly enhances a campaign’s media support. 

Another factor contributing to high levels of donated media support is the number of options provided to media outlets.  Ideally, PSAs should be produced in as many lengths or sizes as possible.  This gives the PSA Directors the flexibility to run spots that target their specific audiences, and fit within their programming schedule needs.   

•  Rely on Multi-Media outlets:  A PSA campaigns must be able to mold its message to the current media and remain flexible for change.  Campaign messages should be produced and distributed in multiple media formats for maximum success, such as broadcast television, cable, radio, magazine, newspaper, outdoor, internet and theater and other “new” media opportunities.  Therefore, understanding the ongoing changes to the media landscape is essential to communicating effectively. 

In fact, some of the Ad Council’s campaigns that target youth—such as our campaign with the U.S. Army on high school drop out prevention—actually lead with interactive components, not traditional PSAs.  For example, the “Boost up” campaign consists of a virtual community of support for any teen struggling to make it to graduation.  The campaign relies heavily on user-generated content and mobile messaging in addition to the most popular social networking sites--MySpace, YouTube and Facebook.  The website (ww.boostup.org) serves as a hub, facilitating conversations and aggregating support, in addition to serving as a resource to parents and teens. All of these elements are designed to work together to encourage peer discussion about the importance of graduating from high school.

• Venture Outside the PSA Box:  In today's cluttered media environment, you need to think beyond the PSA and employ a host of elements to make sure your message reaches your target audience.  PSAs should therefore be part of an integrated, comprehensive approach that relies on all forms of media as well as new media, public relations, grassroots marketing, community events, cause marketing, etc.  You should also stay on top of innovative communications tools such as podcasting, taxi cab tops, in-school programming and other emerging media outlets such as PDAs, video email, satellite radio and interactive television. 

• Find experienced and well-regarded sponsors:  Partnering with a reputable non-profit or government sponsor, with a strong national grass-roots and community presence, can help secure donated media and further the reach of your campaign.

• Establish clear metrics for success: 

No matter how much donated media a PSA campaign receives, its true success should be measured by behavior change and awareness building.  Establish realistic measures before your campaign launches, including:

• Donated media support
• Press coverage
• Visits to the website
• Calls to the toll-free number
• Changes in awareness levels
• Changes in behavior

The Ad Council conducts extensive research and surveys to measure the impact of all of our campaigns.  Success of a campaign is measured by tracking donated media (via quarterly reports), tracking visits to the campaign’s website or calls to a toll-free number, and conducting pre- and post-campaign launch tracking studies that measure attitudinal, behavioral and awareness shifts among the campaign's target audience.

• Be Flexible and Proactive:  Stay on top of consumer trends and evolve your message over time to maintain relevance.  If possible, work with community-based groups and coalitions to amplify your message and give it a local face.

• Be Patient:  Social change is not an overnight phenomenon.  In nearly all instances, changing social norm from a behavior that is acceptable to unacceptable, or vice versa, takes time, dedication and continued funding.

Ad Council & IAVA campaign on Veteran Support:

One campaign I’d like to briefly mention today is an effort we’re doing in partnership with the Iraq & Afghanistan Veterans of America or IAVA.

As you may know, IAVA, founded in 2004, is the nation's first and largest group dedicated to the troops and veterans of the wars in Iraq and Afghanistan.  A nonprofit and non-partisan organization, IAVA represents more than 90,000 veteran members and civilian supporters in all 50 states.

The goal of this campaign, which will include TV, radio, print, outdoor and internet PSAs, is to decrease the depression and PTSD-related outcomes among returning veterans.  A separate and complementary effort will create overall support for veterans among the general public.

As this Subcommittee well knows, as many as 50% of the 1.64 million veterans returning from Iraq and Afghanistan will struggle with serious mental health issues.  Unfortunately, less than 40% of those with mental health issues are being treated.  Many avoid seeking help because of the stigmas around seeking treatment or being diagnosed with a mental illness.  Additionally, since Iraq & Afghanistan Veterans make up less than 1% of the U.S. population, this contributes to the isolation they feel once they are back in the U.S. and makes connecting with other vets challenging.

The campaign’s advertising objectives will be two-fold:

-To increase the number of veterans who seek treatment for their mental health issues by connecting them with other veterans as they all readjust to civilian life. 

-To encourage the families of these vets--relatives, friends and loved ones--to initiate a discussion about the mental health issues these vets may be facing.  This is important because we know that veterans who have received help often cite their family as the catalyst.  However, most families don’t know how to broach the subject constructively.  The campaign will provide resources and tips on how to start this oftentimes difficult conversation. 

IAVA and the Ad Council will create a very comprehensive campaign-specific website with links to resources and an online community exclusive to Iraq and Afghanistan veterans.  The online community will allow vets to simply listen in or share their experiences in a judgment-free environment.  Topics discussed might include jobs, re-connecting with family, PTSD, benefits, and more.  As we develop the campaign website, we would welcome any guidance the VA wishes to provide in terms of connecting veterans with the resources available to them through the VA.

Conclusion

If done right, PSA campaigns can raise awareness, change behaviors and inspire action.  Thank you again for the opportunity to share our best practices. The Ad Council is happy to provide additional expertise or assistance as the Subcommittee looks at ways to help our country’s veterans obtain their Federal benefits.

Sample of homepages of Ad Council’s Federal government-sponsored campaigns:

 EPA & childhood asthma (www.noattacks.org):

U.S. Department of Health and Human Services & adult and childhood  obesity (www.smallstep.gov):

U.S. Department of Homeland Security & citizen preparedness (www.ready.gov):

U.S. Department of Agriculture & nutrition education (www.mypyramid.gov):

U.S. Forest Service & wildfire prevention (www.smokeybear.com):

Substance Abuse and Mental Health Services Administration & mental health anti-stigma (www.whatadifference.samhsa.gov):

U.S. Army & high-school drop out prevention (www.boostup.org):

U.S. Patent and Trademark Office & inspiring invention (www.inventnow.org):

Ad Council’s
Federal Government-sponsored campaigns  

Presently, the Ad Council has 22 campaigns in partnership with the Federal Government:

• Adoption, Department of Health and Human Services
• Booster Seat Education, Department of Transportation
• Childhood Asthma, Environmental Protection Agency
• Drunk Driving Prevention, Department of Transportation
• Emergency Preparedness, Department of Homeland Security
• Fatherhood Involvement, Department of Health and Human Services/Office of Family Assistance
• Energy Efficiency, Department of Energy
• Financial Literacy, Department of Treasury
• High School Drop-out Prevention, U.S. Army
• Inspiring Invention, Department of Commerce/U.S. Patent Office
• Lifelong Literacy, Library of Congress
• Lupus Awareness, Office of Women’s Health/HHS
• Mental Health Anti- Stigma, Substance Abuse and Mental Health Services Administration/HHS
• Nutrition Education, Department of Agriculture
• Obesity (adult and childhood) Prevention, Department of Health and Human Services
• Patient Involvement, Agency for Healthcare Research and Quality/HHS
• Reducing Gun Violence, Department of Justice
• Suicide Prevention, Substance Abuse and Mental Health Services Administration/HHS
• Teen Dating Violence, Department of Justice
• Underage Drinking prevention, Substance Abuse and Mental Health Services Administration/HHS
• Wildfire Prevention, Department of Agriculture

Campaign Summaries:

Adoption

The campaign aims to significantly increase awareness of the urgent need for parents to provide loving, permanent homes for foster children. The campaign is sponsored by the U.S. Department of Health and Human Services’ Administration for Children and Families, the Adoption Exchange Association and the Collaboration to AdoptUSKids.

Booster Seat Education

This campaign, in partnership with the U.S. Department of Transportation’s NHTSA, addresses the importance of having your child in a booster seat if they are under 4’9”.  The goal of this campaign is to educate parents that a booster seat is a life-saving transition to an adult safety belt. This campaign is a continuation of another historic campaign on seat belt education featuring the Crash Test Dummies, Vince and Larry.

Childhood Asthma

In partnership with the U.S. Environmental Protection Agency, this campaign addresses the pervasiveness of asthma in children affecting 1 out of 13 kids under 15, or 5.5 million. The campaign highlights some unexpected items that can trigger asthma attacks and simple ways to take care of these items so that they are safer for a child with asthma. The PSAs direct parents to call 1-866-NO-ATTACKSor visit www.noattacks.org to learn how to stop asthma attacks before they start. 

Drunk Driving Prevention

This historic partnership with the U.S. Department of Transportation/NHTSA has saved thousands of lives with its iconic tagline Friends Don’t Let Friends Drive Drunk.  Recently, the objective of the campaign shifted to inspire dialogue and recognition of the dangers of "buzzed" driving and subsequently motivate people to stop driving buzzed.  The campaign hopes to educate people that consuming even a few drinks can impair driving and that Buzzed Driving is Drunk Driving.

Emergency Preparedness

In order to encourage more Americans to prepare themselves, their families and their communities, the U.S. Department of Homeland Security has sponsored this campaign to educate and empower Americans to prepare for and respond to all kinds of emergencies. While 91% of Americans believe it’s important to be prepared for emergencies.  However, only 55% of households report having taken any steps at all to prepare. The PSAs direct audiences to www.ready.gov, a comprehensive and easy-to-use site that gives Americans the information and tools they need to prepare for and respond to potential emergencies.  The campaign also has a Spanish language component as well as kid and business targeted PSAs.

Energy Efficiency

Sponsored by the U.S. Department of Energy, the objective of the Energy Efficiency campaign is to redefine how consumers approach energy efficiency.  The campaign, still underdevelopment, targets grade school children and their parents to promote a lifelong interest in pursuing energy efficient behaviors. 

Fatherhood Involvement

In an effort to show dads the critical role they play in their children’s lives, the Ad Council has partnered with U.S. Department of Health and Human Services’ Office of Family Assistance on a campaign that communicates to fathers how essential they are to their children’s well-being.  The ads conclude with the tagline, “Take time to be a dad today” and encourage fathers to visit www.fatherhood.govor call 1-877-4DAD411to learn how to be more involved dads.

Financial Literacy

Currently in development, this campaign sponsored by the U.S. Department of Treasury, will target 18-24 year olds with providing awareness of financial literacy by educating and shaping their behaviors towards money management and credit before or as bad credit habits are forming.

High School Drop out Prevention

The Boost campaign gives parents and at-risk teens (who might be at risk of dropping out of school), a boost to stay in school and graduate.  The PSAs, in both Spanish and English, direct audiences to visit www.boostup.org for guidance on a range of teen issues, and how to help teens achieve their full potential and graduate high school.

Inspiring Invention

In an effort to help inspire a new generation of inventors, the Ad Council has partnered with the United States Patent and Trademark Office and the National Inventors Hall of Fame Foundation to launch the Inspiring Invention campaign. The PSAs aim to help children realize that there is a role for every kind of unique curiosity and imaginative idea as it relates to invention. The ads urge children ages 8–11 to make innovation, invention and the development of new ideas an integral part of their lives and to visit www.InventNow.org, to recognize that “Anything’s Possible. Keep Thinking.”

Lifelong Literacy

The objective of the Lifelong Literacy campaign, in partnership with the Library of Congress, is to inspire fun and promote literacy in all types of learning, especially reading. From books to magazines to comics, reading gives kids the opportunity to explore their imaginations. The PSAs encourage youth to log on to www.literacy.gov to discover, learn and explore.

Lupus Awareness, Office of Women’s Health/HHS

This campaign, in partnership with the U.S. Department of Health and Human Services’ Office of Women’s Health, strives to increase awareness of lupus, its symptoms and health effects. The objective is to help women, especially minority women who are at greatest risk, decide whether professional medical evaluation and treatment is warranted.  (Due to the low profile of lupus, its symptoms and health effects, more than half of those with lupus suffer four or more years and visit three or more doctors before obtaining a diagnosis.  Late diagnosis contributes to significant morbidity, disability and mortality.)

Mental Health Anti-Stigma

This campaign aims to decrease the negative attitudes that surround mental illness. Sponsored by the U.S. Department of HHS’ Substance Abuse and Mental Health Services Administration, the campaign seeks to reach young adults (ages 18-25) with a message of acceptance and understanding of mental illness.  The PSAs encourage friends to offer their support to a friend who has been diagnosed with a mental illness.

Nutrition Education

This campaign motivates moms to encourage proper nutrition and physical activity for their families, emphasizing that a bright future starts with a healthy lifestyle. The notion that “Good Nutrition Can Lead to Great Things” reinforces that healthy eating and physical activity are fuel for a kid’s mind and body.  Sponsored by the U.S. Department of Agriculture, the campaign encourages viewers to visit www.MyPyramid.gov and use the USDA’s Food Pyramid as an effective tool to help their children make healthy choices.

Obesity Prevention

This campaign sponsored by the U.S. Department of Health and Human Services tackles the consequences of sedentary lifestyles and unhealthy eating habits that have taken over our country. The PSAs communicate that getting healthy is not impossible, especially if you take it one "Small Step" at a time.  The PSAs use humor to inspire overweight adults to incorporate some of the suggested small steps into their hectic lives.

Childhood Obesity Prevention

This PSA campaign attempts to address the alarming obesity epidemic that is putting America’s children at risk, including physical troubles, emotional stress and increase incidence of chronic disease.  In partnership with the U.S. Department of Health and Human Services, this campaign, which features a fun, interactive website, helps kids see the lighter side of healthy eating and gives them new reasons to “eat better.”

Patient Involvement

The Agency for Healthcare Research and Quality (AHRQ) is the lead agency within the U.S. Department of Health and Human Services with a mission of improving the quality, safety, efficiency and effectiveness of health care for the public. Gaps in the health care system open patients up to serious medical errors, even under routine circumstances. Asking questions at every step is an effective defense. This campaign encourages the public to be active members of their health care team and delivers actionable, simple ways for people to be more involved at www.ahrq.gov/questionsaretheanswer.

Reducing Gun Violence

Funded by the U.S. Department of Justice and in partnership with Project Safe Neighborhoods, this campaign takes on the serious threat of gun violence to America’s young people.  The PSAs encourage youth to think about the repercussions of gun crimes and reminds them that the consequences, death or jail time, just as seriously affect their families. 

Suicide Prevention

The goal of the campaign, in partnership with the Substance Abuse and Mental Health Services Administration, is to encourage and educate parents on ways to get help for their teens who may be at risk for suicide.  (Suicide is the third leading cause of death among 15 to 24 year olds, following accidents and homicide.) The campaign is still under development.

Teen Dating Violence

Still under development, this campaign in partnership with the U.S. Department of Justice, will help teens recognize the “digital gray areas” of teen dating violence.

Underage Drinking Prevention

This campaign seeks to reduce and delay the onset of underage drinking by increasing communication between parents and youth.  Sponsored by the Substance Abuse and Mental Health Services Administration, the PSAs encourage parents to talk to their children early and often about the dangers and consequences of underage drinking.

Wildfire Prevention

The longest running campaign in Ad Council history, Smokey Bear and his famous warning, "Only You Can Prevent Forest Fires," is sponsored by the USDA Forest Service and the National Association of State Foresters.  Responding to the massive outbreak of wildfires in 2000, the campaign changed its focus to wildfires and Smokey's slogan to "Only You Can Prevent Wildfires."  The PSAs direct people to www.smokeybear.com to learn about wildfires and how we can protect our forests.

Prior Federal Government campaigns:

Volunteerism

In partnership with USA Freedom Corps, the campaign encouraged every American to answer the President's Call to Service by engaging in service to their neighbors, to our nation and the world. Audiences were urged to volunteer in a way that reflects their talents and their interests.  To help them find such a volunteer opportunity, they were offered the option of visiting the USA Freedom Corps web site, which features the largest clearinghouse of volunteer opportunities ever created, or calling a toll-free number (1-877-USA-CORPS) for information about service opportunities.

Hurricane Katrina:

Hurricane Katrina Relief:  Following the devastation of Hurricane Katrina, the Ad Council created PSAs featuring former Presidents H.W. Bush and William Clinton asking Americans to donate to the USA Freedom Corp’s Katrina fund.

Hurricane Help for Schools

In response to the destruction and devastation caused by Hurricane Katrina, the U.S. Department of Education, in partnership with the Advertising Council, produced three public service announcements featuring Mrs. Laura Bush.  The public service announcements were created in support of school-related relief efforts--Hurricane Help for Schools-- for the hundreds of thousands of displaced children. 

Hurricane Mental Health Awareness

The campaign, sponsored by HHS’s Substance Abuse and Mental Health Services Administration (SAMHSA), helped the survivors and first responders who were impacted by the hurricanes and were in need of mental health services.  Those affected are encouraged to take a break, and assess how they and their families are handling the recovery.  They were invited to call a confidential toll-free number to get help and speak to a trained mental health professional. 

Employer Support of the Guard and Reserve

This longstanding campaign (1972-2001)--sponsored by the Department of Defense’s National Committee for Employer Support of the Guard and Reserve (ESGR)--targeted employers and directed them to the ESGR to learn their rights and responsibilities for their active duty employees.

Voter Registration and Youth Civic Engagement

The U.S. Department of Defense’s Federal Voting Assistance Program’s “Get Out The Vote” campaign has been a campaign of the Ad Council’s since 1980.  Originally created to promote voter registration and participation in the electoral process among Uniformed Services personnel stationed abroad, the campaign evolved over the years to increase civic engagement among 18-24 year olds.  The PSAs urge these young adults (the largest group of non-voters in America) to become involved in their communities in any way they can, including voting in local elections, volunteering in their spare time or reading the newspaper and discussing current events with friends.

Troop Support

Launched in 2006, this campaign, in partnership with the U.S. Department of Defense, encouraged Americans to participate in activities that show their support of the troops.  The PSAs invited the public to log on to www.AmericaSupportsYou.mil to find ideas, both large and small, on how to show their support for the men and women of the military.  (The campaign was an extension of the Department of Defense’s “America Supports You” initiative, which launched in November 2004.)