It would be almost impossible for anyone living in the US for the past four generations to have never encountered the ubiquitous logo of The Advertising Council.
, successful PSA saturation is bound to exert some impact on policy.
In this manner, to take one example, its Rosie campaign in World War II “ultimately was responsible for gettinginto the workforce,” NPR reported in 2012. During the heyday of its safety belt education campaigns, seat belt usage increased by 65 percent, saved an estimated 85,000 lives, and $3.2 billion in costs to society, the Ad Council reports.
“Listen,” she says, “Here we are facing the greatest health crisis of our time and the fastest vaccine that’s ever been created in our lifetime. The ability to have that as a solution to get us back to where we need to go.
Consider this intricacy of execution: Whatever ads the council ran would have to be flexible enough to satisfy more than 300 different collaborators — brand partners, media partners, tech partners, and ground game players, such as the NAACP. “How could everyone jump in together and be able to play from the same playbook and be consistent in messaging?” Hillman recalls asking in the early days. “And so, we did a lot of work at the beginning.” It worked with the collaborators and consultants.
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