Advertiser: FEMA, HHS, HSUS, MADDIE'S FUND, FEEDING AMERICA
Agency: THE AD COUNCIL
Category: Charities, Public Health & Safety, Public Awareness Messages
Advertising campaign: AD COUNCIL - TODAY SHOW PARTNERSHIP
Vice President Of Campaign Management: Amy Gibson Grant (The Advertising Council)
Associate Creative Director: Andy Kohman (Draftfcb)
Chief Creative Officer: Chuck Mcbride (Cutwater)
Senior Account Supervisor: Cristina Cecchetti (Campbell Ewald)
Vice President Of Public Relations And Social Media: Ellyn Fisher (The Advertising Council)
Assistant Campaign Manager: Katie Bishop (The Advertising Council)
Vice President Of National Accounts: Kelly Apostolidis (The Advertising Council)
Chief Creative Officer: Susan Credle (Leo Burnett)
Executive Vice President/Director Of Client Services: Priscilla Natkins (The Advertising Council)
Vice President Of Campaign Management: Rowena Patrick (The Advertising Council)
Vice President Of Campaign Management: Anthony Signorelli (The Advertising Council)
Chief Creative Officer: Mark Simon (Campbell Ewald)
Executive Vice President Of Corporate Communications: Paula Veale (The Advertising Council)
President And Ceo: Peggy Conlon (The Advertising Council)
Executive Vice President: Bob Raidt (Leo Burnett)
Senior Vice President/Goup Campaign Director: Heidi Arthur (The Advertising Council)
Senior Vice President Of Media: James Bauman (The Advertising Council)
Associate Creative Director: Josh Hurley (Draftfcb)
Senior Vice President/Group Campaign Director: Michelle Hillman (The Advertising Council)
Assistant Campaign Manager: Mike Horvath (The Advertising Council)
Effectiveness
In the first two weeks of promotion, the PSAs aired over 4,600 times—entirely in airtime donated by the media. They will run throughout the year. Donated time was complemented with earned media, valued at $1.6 million and a total audience estimated at 204.9 million. Each PSA was unveiled before the 4.2 million Today viewers. During the series, Ad Council’s Facebook reach increased by 800%, and related social media discussions increased by 1500%. Segments were viewed 8,220 times on the Ad Council’s YouTube channel. Response included personal stories from users who engaged with the issues and took the desired actions.
Execution
Four PSAs were produced starring Today’s anchors, highlighting their personal connection to an issue. The PSAs debuted during February 2013 sweeps as part of a weeklong series that included ten minute segments airing daily in the 8am hour and featuring in-depth coverage of each issue—fatherhood, emergency preparedness, shelter pet adoption and hunger prevention. Each segment included expert interviews, behind-the-scenes footage and the debut of a co-branded PSA.The Ad Council worked with NBC, ad agencies developing the creative and the non-profit/government sponsors to promote this effort across traditional and digital platforms.In addition to the earned and social media garnered, the Ad Council worked with Comcast/NBC Universal to promote the PSAs to their broadcast/cable networks, local owned and operated and affiliated stations and MSOs. The Ad Council created different ad lengths and each outlet had the ability to add their own logo to illustrate their support of the issue/campaign.
Strategy
The Ad Council, known for producing iconic public service advertising (PSAs) in the U.S., works within a donated media model. Attitude and behavior changes can’t occur without broad scale awareness of a given social issue. To garner earned and donated media exposure on behalf of four key issues, the Ad Council led an unprecedented partnership with The Today Show—one of the most watched television programs in America—entitled 'Today Takes Action.' The goal was to create a meaningful presence and drive awareness well beyond traditional broadcast to social and digital platforms.Airing during February 2013 sweeps, the weeklong series began with an overview of the Ad Council. A ten-minute segment aired daily in the 8am hour featuring in-depth coverage of each anchor-selected issue—fatherhood, emergency preparedness, shelter pet adoption and hunger prevention. Each segment included expert interviews, behind-the-scenes footage and the debut of a co-branded PSA around the cause.