Ad Council

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Ad Council has been described as "America's leading non-profit organization dedicated to using communications to drive social change."[1]

According to their website, the Ad Council is a non-profit organization that uses "donated ad space and airtime" and "produces, distributes and promotes campaigns that improve everyday lives. Our memorable work inspires ongoing dialogue, engagement and action around significant public issues, creating a measurable difference in society."[2]

Pope Francis Pushes Covid Vaccines

From an Ad Council press release dated August 18, 2021 titled "Pope Francis Joins the Ad Council and COVID Collaborative’s “It’s Up To You” Campaign to Inspire Confidence in the COVID-19 Vaccines":[3]

"With a Message of Hope and Unity, the Pope and Six Cardinals and Archbishops from North, Central and South America are Featured in a New PSA Reaching Global Audiences
"NEW YORK, NY, August 18, 2021 – To continue increasing confidence in the COVID-19 vaccines, specifically in communities disproportionately affected by the virus, the Ad Council and COVID Collaborative today announced a new PSA featuring Pope Francis and six Cardinals and Archbishops from North, Central and South America. Representing the first ever Ad Council campaign designed for and distributed to a global audience, messaging in the video is delivered in English, Spanish and Portuguese to reach communities worldwide, reminding viewers that COVID-19 vaccines are safe, effective and save lives. The new creative, made in cooperation with the Vatican's Dicastery for Integral Human Development, is a part of the Ad Council and COVID Collaborative’s groundbreaking COVID-19 Vaccine Education Initiative.
"Thanks to God’s grace and to the work of many, we now have vaccines to protect us from COVID-19," Pope Francis says in the PSA. "Getting the vaccines that are authorized by the respective authorities is an act of love. I pray to God that each one of us can make his or her own small gesture of love, no matter how small, love is always grand."
Recent data shows that the United States has more progress to make with COVID-19 vaccinations in the country. Currently 72% of the American adult population and 67% of Hispanic adults have been vaccinated against COVID-19 with at least one dose. Worldwide, COVID-19 cases are on the rise, especially across North, Central and South America in countries like Argentina, Brazil, Colombia, El Salvador, Honduras, Mexico and Peru where rates of individuals fully vaccinated range from only 5.5% (Honduras) to 30% (El Salvador). Though access to vaccines continues to be a challenge, confidence in the vaccines also presents a hurdle.
To reach this global audience and instill confidence in the vaccines as part of their broader “It’s Up To You” campaign, the Ad Council and COVID Collaborative are proud to partner on this PSA with His Holiness Pope Francis, Bishop of Rome, Archbishop Jose Horacio Gomez Velasco (Los Angeles, CA, USA), Cardinal Carlos Aguiar Retes (Mexico City, Mexico), Cardinal [Oscar Rodriguez Maradiaga]] (Tegucigalpa, Honduras), Cardinal Claudio Hummes (Sao Paolo, Brasil), Cardinal Gregorio Rosa Chavez (San Salvador, El Salvador) and Archbishop Hector Miguel Cabrejos Vidarte (Trujillo, Perú).
“The role of trusted messengers to educate and inspire their networks is undeniable – and has been a core element of our COVID-19 Vaccine Education Initiative since the beginning,” said Lisa Sherman, President and CEO of the Ad Council. “To the world’s billion-plus Catholics, the Pope is one of the most trusted messengers and holds unparalleled influence. We are extremely grateful to him and the Cardinals and Archbishops for lending their voices and platforms to help people across the globe feel more confident in the vaccines.”
This project is one of the “It’s Up To You” campaign’s tentpole collaborations with trusted messengers, delivering fact-based and life-saving information to populations hesitant about the COVID-19 vaccines, helping them to make informed decisions for themselves and their families. Other influencers and trusted messengers that have been involved include: former Presidents Barack Obama, George W. Bush, Bill Clinton, Jimmy Carter and former First Ladies Michelle Obama, Laura Bush, Hillary Clinton and Rosalynn Carter; musicians Foreigner, Eric Church, Ashley McBryde and Darius Rucker; actors Wanda Sykes, John Leguizamo, Luis Guzman and Loni Love; athletes Kareem Abdul-Jabbar, Jaren Jackson, Jr., Chester Pitts, Sean Johnson, Preston Wilson, Drew McIntyre and RockyNoHands; faith leaders Bishop TD Jakes, Dr. Barbara Williams-Skinner, Rev. Dr. Walter Kim, Fr. Manuel Dorantes, and Rev. Gabriel Salguero; medical experts Dr. Anthony Fauci, Dr. Tom Frieden, Dr. Kizzmekia S. Corbett, PhD, and Dr. Cameron Webb; and more. To date the effort has engaged over 1,124 influencers to develop 1,638 pieces of content, with a cumulative reach of 50 million.
Given the campaign’s commitment to working with a broad range of trusted messengers, incorporating faith-based and community leaders has been a critical component given their influence and trust in their communities. A National Faith Steering Committee was formed at the onset of the COVID-19 Vaccine Education Initiative to inform elements of the overall strategy, serve as trusted voices in their communities, help develop resources for other faith leaders nationwide and participate in virtual events. Fr. Manuel Dorantes of the Archdiocese of Chicago, who serves on the Faith Steering Committee, helped identify and implement this opportunity with Pope Francis to extend the Ad Council’s work on a global scale.
“Faith-based leaders and institutions play such a significant role in reminding us of our common humanity,” said John Bridgeland, Co-Founder and CEO of the COVID Collaborative. “With these powerful words from Pope Francis and the Cardinals and Archbishops from across the globe, their message will inspire millions to take action to ‘love thy neighbor’ during this pandemic.”
Developed with production companies LANDIA and Big Star, the content is part of the Ad Council and COVID Collaborative’s COVID-19 Vaccine Education Initiative, “It’s Up To You.” The overarching creative platform was developed by Pereira O’Dell, with additional campaign assets created by JOY Collective, Alma, iHeartMedia, Group SJR, Values Partnerships and other partners to ensure the American public has the latest and most accurate information about the COVID-19 vaccines. To date, the campaign has received $178M in media support and related publicity across all channels, with at least 75% of Americans eligible for the vaccine having seen “It’s Up To You” ads and driving over 8 million sessions to GetVaccineAnswers.org. Of those who visit GetVaccineAnswers.org with concerns, nearly 60% left feeling more confident about getting vaccinated.
In addition to the new PSA, the Ad Council, in partnership with the Eva Longoria Foundation, The National Hispanic Leadership Agenda (NHLA), Unidos US, the League of United Latin American Citizens (LULAC), the Hispanic Federation, and the Justice for Migrant Women, will be hosting a virtual event with various faith leaders to amplify this effort and drive further education on COVID-19 vaccines. Faith leaders include Cardinal Peter Turkson, Prefect for the Vatican's Dicastery for Integral Human Development, Dr. Walter Kim, President, National Association of Evangelicals, Rev. Dr. Gabriel Salguero & Rev. Jeanette Salguero, National Latino Evangelical Coalition, Rabbi Jonah Pesner, Executive Director, Religious Action Center for Reformed Judaism, and Eboo Patel, Founder & President, Interfaith Youth Corps. The event will also feature top medical experts and local community leaders to help address the latest questions around COVID-19 and vaccines.
As the exclusive media partners for the event, Noticias Telemundo and NBC News NOW will stream the virtual event across their digital platforms on YouTube and Facebook on Wednesday, August 25th, 5pm EST. Noticias Telemundo and NBC Nightly News Saturday anchor Jose Diaz-Balart will host the event, hoy Día anchor Nicole Suarez will moderate a medical expert panel, renowned actress/activist Eva Longoria will present the historic PSA message delivered by Pope Francis and the Cardinals and Archbishops from North, Central and South America. Maria Cardona, Founder of DSG’s Latinovations and CNN/CNN Espanol Commentator will moderate a Community Leaders Panel, and Values Partnerships Founder and CEO Joshua Dubois will moderate a Faith Leaders panel. Throughout the week of the virtual event, there will be pop-up COVID-19 vaccination sites in Florida, Alabama, Georgia, Tennessee and Oregon, where there are currently low vaccination rates within the Hispanic community.
Major media partners, including Facebook, Google/YouTube, Telemundo, Universo, Upward Christian Dating from Match Group and WarnerMedia, among others have committed to providing significant donated media time and space to run and amplify the new PSA assets. Per the Ad Council’s model, the creative will be distributed in the United States where it will run in donated media. The PSA will also be distributed globally to international media, with a focus on Spanish-speaking countries.
Leading contributors to date include Amazon, Apple, Bank of America, Cisco, CVS Health, Facebook, General Motors, Google/YouTube, The Humana Foundation, NBCUniversal/Comcast, Reckitt, Salesforce, Verizon, Walgreens and Walmart. Significant contributions have also been provided by Adobe, America's Health Insurance Plans (AHIP), the American Heart Association, the American Medical Association, BNY Mellon, Business Roundtable, Caterpillar Foundation, Citi, Ford Motor Company, Honeywell, JPMorgan Chase, Kaiser Permanente, Mastercard, the New York Life Foundation, Stanley Black & Decker, Synchrony, Target, Unilever, Wells Fargo and ViacomCBS.

For more information and answers to top questions about the COVID-19 vaccines, visit GetVaccineAnswers.org and DeTiDepende.org.

Toolkit for Faith Communities

Screenshot from 'The Faith Community on COVID-19: What You Need to Know'

UNITE's COVID Collaborative took part in a livestream video presentation titled "The Faith Community on COVID-19: What You Need to Know" on March 9, 2021[4] as part of the Toolkit for Faith Communities, described as the COVID-19 Vaccine Education Initiative, a project of the Ad Council and the COVID Collaborative, which is described as a sponsored initiative of UNITE.[5]

The following speakers, moderated by Joshua Dubois of Values Partnerships, targeted black and Hispanic Americans, using Christianity to convince them to take the coronavirus vaccine:

'fighting systemic racism, injustice and anti-Blackness'

Ad Council Tweet

On August 11, 2020, the official Ad Council tweeted in part (Pinned Tweet as of March 15, 2021):[6],[7]

The Ad Council is firmly and unequivocally committed to fighting systemic racism, injustice and anti-Blackness, within our walls and in the work we create, not just today, but every day.

In the Tweet, they linked to a page from their website that states in part:[8]

The Ad Council’s mission has always been not just to respond to culture, but to drive it—to find insights that can change minds, spark new behaviors and move the country forward. At times we have succeeded at this, and at times we have fallen short, but the singular value that unifies each of us at the Ad Council is the persistent desire to continuously improve ourselves and our society. Our commitment to racial equity will be no different.
The Ad Council is firmly and unequivocally committed to fighting systemic racism, injustice and anti-Blackness, within our walls and in the work we create, not just today, but every day.
We know we have not done enough and are conscious of our own failures at becoming an actively anti-racist organization. We hold ourselves accountable to do more to simultaneously accelerate our existing initiatives and to add new actions, programs and processes to fight systemic prejudice and inequity. As we work toward these commitments, we are dedicated to further educating ourselves and amplifying those voices who’ve been working in this space tirelessly.

Impact

According to their website, The Ad Council "secured over $1.6 billion in donated media...each campaign received $30 million in donated advertising time and space for the year."

Campaigns using the Southern Poverty Law Center

The Ad Council has worked on several campaigns with the Southern Poverty Law Center.[9]

Love Has No Labels

The Ad Council's "Love Has No Labels" campaign "encourage[s] the public to show how they’re putting labels and bias aside." A May 2015 Press Release [10] quotes Lecia Brooks, Outreach Director at the Southern Poverty Law Center:

“Fighting hate startswith being aware of our own biases. As an organization dedicated to seeking justice for the most vulnerable members of our society, we’re proud to join the Ad Council in raising awareness about the harm of implicit bias as a first step towards greater acceptance for all.”

From their May 2015 Press Release:[11]

"The campaign taps into the expertise of eight leading non-profit organizations in each of the discriminated classes. The campaign website connects visitors to partnering non-profit organizations including, Anti-Defamation League, Southern Poverty Law Center, National Women’s Law Center, Human Rights Campaign, American Association of People with Disabilities, American-Arab Anti-Discrimination Committee, Muslim Advocates and AARP, where they can sign pledges, report bullying incidents and participate in other activities.

Ad Council Announces New Members of Board of Directors

It was reported on April 27, 2020[12] that the Ad Council elected new members to its Board of Directors:

NEW YORK, NEW YORK, April 27, 2020 – The Ad Council, America's leading non-profit organization dedicated to using communications to drive social change, elected new members to its Board of Directors at its spring meeting held virtually last week. The Board is chaired by David Fischer, Chief Revenue Officer, Facebook. Diego Scotti, Chief Marketing Officer at Verizon, has been named a Board Vice Chair, joining additional Board Vice Chairs Linda Yaccarino, Chairman, Advertising Sales and Client Partnerships, NBCUniversal, and Jacki Kelley, CEO, Dentsu Aegis Network.
Since the organization's founding, the Ad Council has been at the forefront of leading the communications industry's social impact efforts. Its Board of Directors is comprised of a prestigious group of senior marketing and media executives who provide expertise, insights and financial support to ensure the Ad Council's social good communication campaigns are effective and impactful. Most recently, the Ad Council Board of Directors led the media, marketing, advertising and entertainment industry's response to the COVID-19 crisis with unprecedented communications efforts.
New members of the Ad Council Board of Directors include:

"We're thrilled to welcome our new Board members to this remarkable team of innovative business leaders and creative visionaries in their respective fields," said Lisa Sherman, President and CEO of the Ad Council. "By sharing their invaluable insights, expertise and commitment to using the power of communications for good, they will help the Ad Council continue to drive lasting change on the most critical social issues facing our country."

The Ad Council also added new members to its Leadership Council, which consists of executives across media, tech, marketing and advertising who identify ways their companies can support Ad Council campaigns and the country's most critical social issues.

New members of the Ad Council Leadership Council include:

Executive Committee Members

Board of Directors

External links

References

  1. ↑ Ad Council Announces New Members of Board of Directors (accessed March 15 2021)
  2. ↑ About Us, accessed June 10 2018
  3. ↑ About Us, accessed June 10 2018
  4. ↑ The Faith Community on COVID-19: What You Need to Know (Accessed March 15 2021)
  5. ↑ The Collaborative (Accessed March 13 2021)
  6. ↑ (Accessed March 15 2021)
  7. ↑ Archive Tweet (Accessed March 15 2021)
  8. ↑ Our Commitment to Anti-Racism and Racial Equity (Accessed March 15 2021)
  9. ↑ About Us, accessed June 10 2018
  10. ↑ accessed June 10 2018
  11. ↑ accessed June 10 2018
  12. ↑ Ad Council Announces New Members of Board of Directors (accessed March 15 2021)
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