IMPACTING SOCIAL CHANGE
Transcript of IMPACTING SOCIAL CHANGE
IMPACTING SOCIAL CHANGEAnnual Report 2003-2004
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OFFICERS’ REPORTThe past year has been one of tremendous growth for theAd Council. Having begun the year with an in-depth examination of the public service environment in which we exist, the Ad Council, led by its committed Board ofDirectors, set out to develop strategic solutions that wouldcontinue to strengthen the Ad Council’s position as thenation’s leading producer of public service advertising.
THE PSA ENVIRONMENTThere has been an explosion in public service advertisingduring the last several years. Competing models, includingpaid media, cause marketing efforts and media brandedcampaigns, make it plain to see that we exist in a muchmore competitive environment than in years past. Add to this the fact that the media itself has become more fragmented than ever before and our challenge is evident.Yet, the Ad Council has adapted to the ever-changingmedia environment for over six decades, and we arepleased to detail the various strategies we are employing to ensure the organization’s continued success.
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MISSION STATEMENTTo identify a select number of significant public issues and stimulateaction on those issues through communications programs that make ameasurable difference in our society.
STATEMENT OF COMMITMENTThe Advertising Council is committed to making a longer-lasting impact on society by helping all our children have a better chance to achieve their full potential.
Table of ContentsOfficers’ Report 3
Media 7
Integrated Communications 9
Campaigns 10
Contributors 40
Public Service Award Dinner 44
Financials 46
Board of Directors 56
Advisory Committee on Public Issues 60
Campaign Review Committee 61
Media & Outdoor Steering Committees 62
Research Committee 63
Staff 64
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Identifying the Most Relevant Social IssuesWe have articulated our campaigns under three clearly defined themes: Community, Education and Health & Safety.The Ad Council staff, Board of Directors and Advisory Committee on Public Issues all work together with the nation’sleading nonprofit and government organizations to remain abreast of current social issues requiring our attention. Aswe identify the most important, relevant issues of the day, our campaign selection process is now more proactive thanin years past. Key campaigns resulting from this effort include Obesity Prevention, Underage Drinking Prevention andMental Health Destigmatization.
Recruiting Nation’s Leading Talent The continued success of the Ad Council’sbreakthrough creative is a direct result of theorganization’s commitment to recruiting thenation’s leading talent. As such, we continueto work with the nation’s top agencies. TheAd Council’s Campaign Review Committeecontinues to inspire our teams to raise thebar in order to ensure that each campaignachieves measurable results.
Gaining Maximum Exposure For Our Messages Through Donated MediaProgress in creating positive social change depends on our messages being seen and heard. We have therefore com-mitted to achieving a 25 percent share of donated media within three years. Among our key strategies are securingupfront media commitments, developing robust local market outreach and complementing our PSA campaigns withintegrated communications strategies.
Efforts to secure upfront media commitments have been well received by our media partners and have resulted ingenerous donations of time and space across all media. These commitments are further discussed in the Media sec-tion that follows this report (pg. 7).
Integrating CommunicationsThe Ad Council has met with great success in expanding our communications model. This shift has enabled us toincorporate several effective tools, including expanded public relations and interactive services, campaign collateralmaterials, in-school programs, corporate partnerships and the funding of long form programming and media part-nerships. These efforts are further detailed in the Integrated Communications section of this Annual Report (pg. 9).
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Utilizing Leading-Edge TechnologyThe Ad Council remains committed to utilizingthe most current technologies available to assistin extending the reach of our important mes-sages. To that end, adcouncil.org continues toexpand both in terms of content and capabili-ties. PSA Central, our online media distributioncenter, allows our media partners to downloadfor immediate use radio spots, live announcercopy, magazine and newspaper materials and of course web banners. Additionally, we haveinitiated digital distribution of our PSAs to television, radio and newspaper outlets nation-wide. Efforts to extend our campaign messagesbeyond the PSA include the development anddistribution of e-newsletters for campaigns,partnerships with technology firms to launchtext messaging programs via cell phones andeven creating a Smokey Bear icon for AOLInstant Messenger.
Commitment to ChildrenThe Commitment to Children strives to raise awareness and inspire action by developing messages thatstrengthen parenting skills; empower and support family members and caring adults to get involved inchildren’s lives; and to stimulate children and teens to engage in responsible behavior.
Today, public service advertising campaigns aimed at improving the lives of childrenaccount for approximately 70 percent of the Ad Council’s agenda, and the organizationhas leveraged more than $6.2 billion in donated media support of these campaigns.
In June, the Ad Council launched a landmark communications report, “TurningPoint: Engaging the Public on Behalf of Children,” with a successful briefing onCapitol Hill. Attended by nearly 160 individuals, including Congressional staffers,the CEOs of a number of prominent nonprofits and children’s organizations andgovernmental staff, the briefing presented an opportunity to tout the significantshift in attitudes about children in this country since the launch of the AdCouncil’s Commitment to Children nearly ten years ago.
The new report details the results of an original public opinion survey conductedwith more than 30 issue experts and reveals a measurable shift in the public’s atti-tudes toward helping children. The study reveals that there is no better time than
the present for all of us who are working on behalf of children. We must communicate more messagesthat will galvanize the public and get them involved in helping all children achieve their full potential.The report is intended to share effective communications strategies; summarize the Ad Council’s experi-ence and lay the groundwork for an umbrella campaign.
The new PSA Central section of adcouncil.org enables mediapartners to easily preview and order PSAs.
COMMUNITY EDUCATION HEALTH &SAFETY
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OFFI
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Health and Human Services Secretary Tommy Thompson discusses the obesity epidemic at campaign launch in Washington, D.C., March 2004.
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The report is available for download at adcouncil.org.
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Media: Extending Our Reach, Increasing Our ImpactFor the sixth straight year, the media community donated more than $1 billion in time and space for Ad CouncilPSAs. This support can be attributed to a variety of factors, including strategic media partnerships, upfront commit-ments, national and local outreach initiatives and new distribution methods.
Upfront CommitmentsLast year, the Ad Council set a goal to double its donated media support by the end of 2006. To that end, the organiza-tion secured unprecedented upfront media commitment from approximately 20 media companies, totaling more than$250 million.
Those companies include Clear Channel Communications; Time Warner, Inc.; Comcast Spotlight; Cox Communications,Inc.; Univision; Primedia; Bloomberg LLC; The New York TimesCompany; Hearst-Argyle Corp.; Rainbow MediaEnterprises/Cablevision; Yahoo!; New Age Media Concepts; 360 Youth; ABC Television Network; Cox Radio, Inc.; Charter Communications; Meredith Corporation; Info TouchTechnologies; College Sports Television; iVillage, Inc.; Hachette Filipacchi Media U.S., Inc.; Condé Nast Publications;Cox Newspapers, Inc. and ESPN, Inc.
PartnershipsThis year, partnerships with individual media outlets enabled the Ad Councilto communicate its messages to targeted audiences. An unprecedentedpartnership with the four major broadcast television networks (ABC, CBS,FOX and NBC) educated parents and caregivers about the V-Chip, and co-branded PSAs with the YES! Network and Sony Pictures Television (SPT)raised awareness of a number of critical issues. Furthermore, two mediapartners extended the Obesity Prevention campaign to millions ofAmericans, a special reality program with Lifetime Television encouragedviewers to take “small steps” to get healthy and PSAs created in partner-ship with the Sesame Workshop targeted parents and children about theimportance of healthier eating and physical activity.
Partnerships with the media trade associations have been integral inextending the reach and the impact of Ad Council campaigns this yearthrough their member engagement, PSA distributions and strategic road-blocks. These included an unprecedented magazine industry roadblock with the Magazine Publishers of America for a Disease Prevention cam-paign, a television roadblock with the Television Bureau of Advertising toprevent drunk driving during the holiday season and significant upfrontcommitments from the Outdoor Advertising Association of America.
Celebrating Advertising’s Gift to AmericaThe Ad Council remains steadfast in its commitment to demonstrating the industry’s contribution to improvingthe lives of our nation’s citizenry. We are committed to promoting the contributions of our industry and thetangible results of our campaigns to the general public, the industry itself and government audiences includ-ing the White House, Capitol Hill and local and state governments.
In the past year, the Ad Council increased its presenceon Capitol Hill by hosting a series of Congressionalbriefings in partnership with our campaign sponsors.These forums, attended by Congressional staff andmembers of Congress, promoted a number of our PSAcampaigns and our nonprofit sponsors, including HighSchool Dropout Prevention, Infant & Child Nutrition,Math/Science for Girls, Adoption and Blood Donation.We also met with Democratic and Republican Housepress secretaries to deliver a presentation on how tocreate effective PSAs.
In addition, the Ad Council meets one-on-one withCongressional staff to promote the good work of the Ad Council and the generosity of our agency andmedia partners. We also work to strengthen our relationships with key Hill constituencies, including the Congressional Black Caucus, Congressional Hispanic Caucus, Congressional Children’s Caucus and the Congressional Coalition on Adoption.
As we look toward 2005, we are confident in the Ad Council’s ability to continue to effect positive change through-out this nation. We are grateful to our partners in the advertising, media and corporate communities for continuingto trust in the work of the Ad Council and the power of public service advertising to make a difference.
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Peggy ConlonPresident & CEO,The Advertising Council
Andrea AlstrupChair Emeritus,The Advertising Council;Corporate Vice President, Advertising,Johnson & Johnson
Janet RobinsonChair, The Advertising Council;Executive Vice President & Chief Operating Officer,The New York Times Company
Congressional Briefing on the importance of blood donation,hosted by the Ad Council and the campaign’s sponsors. Fromleft to right: Marc Pearce (AABB), Vicki Thomas (AmericanRed Cross), Jim MacPherson (America’s Blood Centers),Heidi Arthur (Ad Council), Dr. Sandler (Professor ofMedicine and Pathology at Georgetown University MedicalCenter) and Katie Delderfield (blood donor recipient).
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Florence Hendersonand Rachel Camposhosted a one-hourLifetime Televisionspecial that illustratedthe power of smallsteps taken by realwomen.
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Emilio Delgado, who plays the part of “Luis” on SesameStreet, teamed upwith Elmo to encourage families to take small steps to get healthy.
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For the third straightyear, the YES!Network donated itstime and talent todevelop co-brandedPSAs in support of AdCouncil campaigns.
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MED
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Local Outreach InitiativeAs the majority of its donated media support is obtained at the local level, the Ad Council recognizes the need to expand its regional outreach program to continue demonstrating its local relevance and impact. Regional directors now conduct outreach from New York, Los Angeles, Chicago and Atlanta, and additional directors will soon be positioned in cities nationwide. These directors stimulate donated media, engage local campaign sponsor representatives and convene briefings for media and advertising leaders to discuss key local issues.
Web Partnerships And Online SupportAs a result of strategic partnerships and outreach, the Ad Council served in excess of 12 billion impressions this year. Interactive partnerships with Yahoo!, AOL, MSN, New York Times.com, iVillage, the WB and many others helped to extend the reach of the Ad Council’s campaigns to the online community. Fastclick and DoubleClick, leaders in online advertising services, continued to serve all of the Ad Council’s Internet PSAs, which totals morethan 200 million impressions monthly.
New MediaThanks to partnerships with innovative alternative media companies, Ad Council PSAs are appearing in and on a variety of different media outlets including plasma screens and TV monitors in cinema lobbies and malls, checkoutcounters, elevators, taxi cabs, PDAs and smartphones, bars and restaurants, schools and doctors’ offices.
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INTEGRATED COMMUNICATIONSIn an effort to maximize the exposure and awareness of its critically important messages, the Ad Council contin-ues to expand its model by incorporating a number of integrated communications tools into its PSA programs.
Public RelationsThe Ad Council works with many of the leading publicrelations agencies to develop and implement full-fledged PR programs on behalf of its clients. Theseprograms range from video news releases and satelliteand radio media tours to mat releases and press events.
This program is already making an enormous impact.Last year, publicity about the Ad Council and its cam-paigns reached more than 400 million people.
MarketingIn an effort to further extend the reach of its important messages beyond thetraditional PSA, the Ad Council has successfully incorporated various marketingcomponents into a number of its campaigns. Within the past year, we havedeveloped several in-school programs, which include curriculum for classroominstruction, as well as mall tours consisting of exhibits and interactive kiosks.
The Ad Council has also begun to explore various methods of extending its mes-sages through channels reached by major advertisers. One example is the cre-ation of a brochure in partnership with Nike on behalf of the Obesity Preventioncampaign. The brochures was distributed through Nike outlets.
Interactive ServicesThe Ad Council has developed creative online strategies to support thetraditional campaign. These activities range from full website develop-ment to site hosting and maintenance. In addition, Ad CouncilInteractive Services creates and executes online promotions includinge-newsletters and e-mail blasts, through third-party providers.
The Interactive Services Department is continuing to develop partner-ships with various firms including technology companies, searchengines and directories, as well as with firms specializing in researchand reporting, e-mail and alternative communications and develop-ment and design, in an effort to assist its campaigns in achievingmaximum impact for their online components.
The new Nike brochure, distributedto 75 Nike retail outlet stores, wasdeveloped as an in-store promotionto extend the reach of the ObesityPrevention campaign.
Media contacts are kept up-to-date on new campaignlaunches and special events with emails that link tocreative previews and PSA Central for ordering.
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For the past few years, our PSAs have appearedon the tops of taxi cabs. Now the ads (includingthe Drunk Driving Prevention spot) can beviewed on screens inside cabs nationwide.
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Now Showing: Ad Council PSAs can be seen in movietheater lobbies throughout the country.
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Our PSAs can now be found on PDAs and smartphones
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INTE
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CAMPAIGNSAfterschool Participation
American History Resource
Arts Education
Early Childhood Development
Family Literacy
High School Dropout Prevention
Lewis & Clark Bicentennial
Math/Science for Girls
Parental Involvement in Schools
Supporting Minority Education
Teacher Recruitment–NYC
EDUCATION
Blood Donation Booster Seat EducationBreastfeeding AwarenessBullying PreventionChild Asthma Attack PreventionChildhood Cancer ResourceColon Cancer Prevention Defending Homes from WildfireDisease PreventionDomestic Violence PreventionDrunk Driving PreventionHispanic Underage Drinking Prevention HIV DetectionInfant & Child NutritionModeling Non-Violent Behavior
National Mental Health Anti-StigmaCampaignObesity PreventionOnline Sexual ExploitationReducing Gun ViolenceSecondhand SmokeSkin Cancer PreventionStroke AwarenessTeen Dating Abuse PreventionTerrorism PreparednessTerrorism Preparedness–BusinessUnderage Drinking PreventionVacation for Children with Life -Threatening IllnessesWildfire Prevention
HEALTH & SAFETY
Adoption
Community Drug Prevention
Energy Efficiency
Environmental Conservation
Environmental Giving
Father Involvement
First Amendment Freedoms
Global AIDS Awareness
Historic Preservation
Housing Discrimination
Mentoring
Predatory Lending
Racial Cooperation
Volunteerism
Youth Volunteerism
Youth Voter Participation
COMMUNITY
Ad Council PSA campaigns, developed pro bono by advertising agenciesacross the country, have reflected the nation’s social condition for morethan six decades.
Throughout the years, Ad Council PSAs have addressed issues critical tothe welfare of our nation and its people. Although the specific campaignsthemselves may change from year to year, we continue to promote issuesthat will positively impact Communities, Education and Health & Safety.
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Adoption1-888-200-4005www.adoptuskids.orgSponsors > U.S. Department of Health and Human Services and The Adoption Exchange Association, The Collaboration to AdoptUSKidsAgency > kirshenbaum bond + partners
There are currently 532,000 children in the public child
welfare system; of these almost 118,000 are waiting for
an adoptive family. The U.S. Department of Health and
Human Services’ Administration for Children and Families
has partnered with The Adoption Exchange Association,
The Collaboration to AdoptUSKids and the Ad Council
to launch a new public service advertising campaign. The
campaign issues a call to action to prospective parents,
asking them to consider adopting a child from foster care.
The campaign aims to significantly increase the awareness
of the urgent need to provide loving, permanent homes for
these children.
Community Drug Prevention1-877-KIDS-313www.helpyourcommunity.orgSponsor > Office of National Drug Control PolicyAgency > Avrett, Free & Ginsberg
Research shows that kids who are active are less likely
to use drugs, and that adults can play a significant role in
helping kids in their communities. These PSAs encourage
individuals to get involved in their community through
volunteering, coaching or mentoring. The message commu-
nicated is that everyone has something to offer that can
be a positive influence on the kids in their community.
Viewers are encouraged to call the toll-free number
1-877-KIDS-313 or visit www.helpyourcommunity.org
to find local opportunities to get involved.
Energy Efficiencywww.energyhog.orgSponsor > Energy Outreach ColoradoAgency > Tracy Locke
This campaign introduces children to the dastardly Energy
Hog, who is determined to waste energy throughout the
home. With the knowledge gained from the interactive
campaign website, children can become top-notch Energy
Hog Busters and help their parents save energy in their
households. And by practicing simple measures of conser-
vation and by using energy more efficiently, families can
build strong energy habits and help their communities
reduce residential energy demand.
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There are currently
118,000children in thepublic child welfaresystem, waiting to be adopted.
Look for products with the
ENERGY STARsymbol to reduce energy waste.
In every community there is work to be done. In every nation, there are wounds to heal. In every heart there is the power to do it.
~Marianne Williamson
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Father Involvement It Takes a Man to Be a Dad.1-800-790-DADS, www.fatherhood.orgSponsor > National Fatherhood InitiativeAgency > Campbell-Ewald
More than 79% of Americans feel that “the most significant family or
social problem facing America is the physical absence of the father from
the home.” Research indicates that fatherlessness correlates closely with
crime, educational and emotional problems and adolescent difficulties.
This campaign is designed to help dads understand that their involve-
ment is critical to the well-being of their children. With a presence in
broadcast, print, outdoor and Internet media, these PSAs urge audiences
to call 1-800-790-DADS or visit www.fatherhood.org for information
about how to become a better father. In addition to general market
work, the campaign specifically addresses the unique aspects of father
absence in the underserved African-American and Hispanic communities.
First Amendment Freedoms Keep freedom strong. Exercise it.www.explorefreedomUSA.orgSponsor > The Advertising CouncilAgencies > The VCU Adcenter and The Martin Agency
In response to the tragedies of September 11, the
Campaign for Freedom was conceived as the advertising
industry’s gift to America during a time of crisis. The
newest phase of the campaign motivates Americans to
make the connection between protecting freedom and
taking personal responsibility for the freedoms they enjoy.
Ultimately, making this connection will result in greater
civic engagement on the part of all Americans. The ads
encourage Americans to visit www.explorefreedomusa.org
to find out how to keep freedom strong.
Global AIDS AwarenessAIDS is Preventable. Apathy is Lethal.www.apathyislethal.orgSponsor > United Nations FoundationAgency > Leo Burnett USA, Chicago
AIDS is the most devastating disease humankind has ever
faced. Worldwide, more than 40 million people live with
HIV. If nothing is done, countries all over the globe will
face ever-increasing death rates , decimated workforces
and, even more tragically, millions of young children
suffering. As it stands, AIDS has killed more than six
million children. The UN Secretary-General has called
for a global effort to combat this epidemic, and this UN
Foundation campaign implores Americans to get involved.
The PSAs illustrate the global devastation of AIDS by
showing its impact in an American context.
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Environmental Conservationwww.getgreen.comSponsor > Environmental Defense Agency > Ogilvy & Mather, NY
Although most Americans want to help the environment, they are missing
many easy opportunities because they don’t know how to help or are afraid
that the things they need to do will be too time-consuming or expensive.
Even though many Americans know that recycling helps, they don’t realize
exactly how or to what extent. The PSAs aim to educate people about the
changes they can make in their daily lives to: help keep the oceans healthy,
reduce waste, conserve resources, and help keep the air and water cleaner.
Environmental Givingwww.earthshare.orgSponsor > Earth Share Agency > FCB/Chicago
Every aspect of our environment is connected, from the African desert to the
Arctic wilderness, and each element depends upon and is affected by the
others. Earth Share offers one simple way to care for them all. Earth Share
represents the country’s leading environmental groups and provides an easy,
effective way to help protect our air, water, land, wildlife and public health.
Earth Share’s campaign beautifully and compellingly conveys man’s undeni-
able oneness with and responsibility to nature.
In the United States,
an estimated 33%of childrendo not live with their
biological father.
People who saw the PSAs were 3xas likely to have
given to an
international AIDS-related charity.
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Historic PreservationHistory Is in Our Hands.www.nationaltrust.orgSponsor > National Trust for Historic PreservationAgency > Arnold Worldwide
America’s historic places tell a fascinating story in brick
and stone, wood and steel: the story of us as a nation and
as a people. Providing tangible links with the people and
events that shaped our history, they help us to understand
who we are. But they are fragile. Some sources say that
historic structures are being destroyed at a rate of 250,000
per year. The National Trust for Historic Preservation works
to save the buildings, communities and landscapes that
tell our nation’s story. The PSAs focus on the threats that
endanger these treasures and encourage Americans to
appreciate and save them so future generations can be
informed and inspired.
Housing Discrimination1-800-669-9777www.fairhousinglaw.orgSponsors > Leadership Conference on Civil Rights EducationFund, U.S. Department of Housing and Urban DevelopmentAgency > Merkley + Partners
The federal Fair Housing Act of 1968 prohibits housing
discrimination based on race, color, national origin,
religion, sex, family status or disability. Still, over 99%
of an estimated two million instances occur annually
without redress or restitution. The Leadership Conference
on Civil Rights Education Fund, the National Fair Housing
Alliance and the U.S. Department of Housing and Urban
Development (HUD) have partnered to raise awareness of
the illegality and widespread but subtle forms of housing
discrimination. Those who have witnessed or experienced
discrimination are encouraged to report it by calling HUD
at 1-800-669-9777 or visiting www.fairhousinglaw.org.
By making individuals aware of housing discrimination,
we can empower them to report it and help stop it.
Mentoring1-888-412-BIGS www.bigbrothersbigsisters.orgSponsor > Big Brothers Big Sisters of AmericaAgency > Lowe Worldwide
There are approximately 14 million young people at risk of
not reaching productive adulthood in America. Big Brothers
Big Sisters of America (BBBSA) provides one-to-one men-
toring, relationships between adult volunteers and children
in 460 programs throughout the U.S. This campaign
encourages individuals to support Big Brothers Big Sisters
and make a positive difference in the life of a child. The
PSAs capture humorous, everyday moments made possible
through mentoring and demonstrate how simple and fun it
is to be part of a child’s life. Viewers
and listeners are urged to visit
bigbrothersbigsisters.org or call a
toll-free number, 1-888-412-BIGS,
to find out how they can get involved.
Predatory Lending1-866-222-FAIRSponsor > National Fair Housing AllianceAgency > Eisner Communications
Predatory lending is a set of unfair, unethical and some-
times illegal lending practices designed specifically
to deceive unsuspecting homeowners. Predatory loans
contain high interest rates and fees far beyond those set
by fair lending institutions, ultimately lead to the loss
of one’s home. The National Fair Housing Alliance
(NFHA) and the Ad Council have partnered to create a
campaign that will teach consumers how to recognize
and report predatory lending before it occurs. This
education campaign encourages African-American and
Hispanic homeowners, who are the most frequent targets,
to call for information about how to avoid falling prey to
predatory lenders and the essential questions to ask a
lender before refinancing.
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After the campaign
launch, applications
to BBBS to become a
mentorincreased
There are an estimated
2 millioncases of housing discrimination each year in the US.
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75%
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Racial Cooperation Imagine the Power of One Voice.www.freedomcenter.orgSponsor > National Underground Railroad Freedom CenterAgency > Leo Burnett USA, Chicago
Racial injustice prevents many Americans from enjoying
the essential freedoms on which this country was founded.
The pursuit of racial harmony and cooperation is a mission
for freedom that should be undertaken by everyone. This
campaign strives to galvanize Americans to support this
vital cause by showing them how small, simple steps of
courage can effect critical positive change. The PSAs urge
citizens to imagine the power of one voice and speak out
against incidents of racial injustice.
VolunteerismMake a Difference. Volunteer.1-877-USA-CORPS www.usafreedomcorps.govSponsor > USA Freedom CorpsAgencies > BBDO New York, The Martin Agency
This campaign encourages every American to engage in
service to their neighbors, to our nation and to the world.
Audiences are urged to volunteer in a way that reflects
their talents and interests. To help them find a volunteer
opportunity, they are directed to the USA Freedom Corps
website, www.usafreedomcorps.gov, which features the
largest clearinghouse of volunteer opportunities ever
created. They may also call 1-877-USA-CORPS for infor-
mation about service opportunities.
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Youth Voter ParticipationDon’t Just Take a Stand. Act., www.registerandvote2004.orgSponsor > Federal Voting Assistance Program Agency > WestWayne
Of all the ways to be involved in issues you care about, voting is one of the easiest. Still, there has been a substan-
tial decrease in voter turnout over the last 25 years, especially among 18–24 year-olds. This year’s VOTE campaign
is designed to raise young people’s awareness of voting by offering a comic portrayal of the fact that many young
people have opinions but few do something about them. This generation is very passionate about issues important
to them, and is actually much more engaged than they realize. The new ads encourage young citizens to take a
stand and act, with the simplest way being registering and voting. To register and vote, people are directed to the
campaign website, www.registerandvote2004.org.
Youth VolunteerismDo what you like to do. Volunteer.www.teensvolunteer.orgSponsor > National Crime Prevention CouncilAgency > Saatchi & Saatchi
The National Crime Prevention Council’s teen cam-
paign encourages teens to volunteer as a way of
preventing crime and building a safer community.
When teens get involved in volunteer activities, they
work on solving community problems and become
connected, active and engaged members of their
neighborhood who are less likely to victimize or
become victims of crime. The PSAs encourage
teens to volunteer by taking an activity they like to
do and using it to help others in their community.
The empowering PSAs invite teens to visit
www.teensvolunteer.org to find out ways they can
volunteer in their community.
4.6 millionmore young people
(18–29) votedin 2004 than in 2000.
“There is no beginning too small.” ~Henry David Thoreau
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Afterschool Participationwww.afterschoolnow.org (adult) www.afterschoolscene.com (youth)Sponsors > Afterschool Alliance, C.S. Mott FoundationAgency > DDB Chicago
As many as 15 million children have no place to go once
the school bell rings. These children are at greater risk of
engaging in risky or criminal behavior. Kids who are in
afterschool programs, however, do better in school and
have greater expectations for the future. Afterschool pro-
grams also allow them to do the things they’re passionate
about. Most kids think afterschool programs limit their
opportunities. These PSAs show them that afterschool pro-
grams offer a much better alternative than they think. The
PSAs ask kids to visit the website, www.afterschoolscene.com,
to learn what afterschool programs can be.
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American History ResourceIt’s fun to know history.www.americaslibrary.gov, www.loc.govSponsor > Library of Congress Agency > DDB Chicago
The Library of Congress seeks to engage all Americans in learning their nation’s history through its online
resources. The youth-targeted campaign encourages children and families to visit “America’s Library,” an easy-to-
use and entertaining website, www.americaslibrary.gov, where they can have fun learning about history together.
The adult-targeted campaign, “History: America’s Great National Pastime,” incorporates fun historical facts into
comical situations and shows adults how knowing fascinating facts about American history can be fun. The spots
encourage all adults to visit the Library of Congress website at www.loc.gov, where an easy-to-use portal called
“Wise Guide” introduces them to historical highlights and fascinating facts from the library’s collections.
“The great aim of education is not knowledge, but action.” ~Herbert Spencer
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As many as
15millionkids have no place to go once the school day ends.
89% of Americansbelieve that artseducation is important enough thatschools should find themoney to ensure classes.
Arts EducationThe less art kids get, the more it shows. Art. Ask for more.www.AmericansForTheArts.orgSponsor > Americans for the Arts Agency > GSD&M
According to Americans for the Arts, most parents
believe that the arts are vital to children’s lives,
fulfilling an important role by nurturing a well-rounded
education. Unfortunately, most parents also believe
that as long as their child has some arts, that’s all they
need. Some art is not enough. This PSA campaign is
designed to increase involvement in championing arts
education both in and out of school. The campaign
uses humor to illustrate the consequences for a child
who has not had the benefit of arts education. Parents
and other concerned citizens are encouraged to visit
www.AmericansForTheArts.org to take action on behalf
of the arts and arts education.
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Family LiteracyFamily learning programs. The first step to a better life.1-877-FAMLIT-1 www.famlit.orgSponsor > National Center for Family LiteracyAgency > J. Walter Thompson, New York
Family literacy is a powerful and innovative
approach to intergenerational education that
brings the parent and child together in the
learning environment. Developed in partner-
ship with the National Center for Family
Literacy, this campaign offers hope to those families
struggling with educational and non-educational barriers.
The television and radio PSAs encourage parents with low
literacy skills to call 1-877-FAMLIT-1 to get live informa-
tion about family literacy services in their area. The print
and web PSAs educate the general public and potential
supporters about the value of family literacy programs
and direct readers to visit www.famlit.org to find out how
they can get involved.
Lewis & Clark BicentennialWalk with them and see what you discover.www.lewisandclark200.orgSponsors > National Council of the Lewis and ClarkBicentennial, Missouri Historical Society Agency > Y&R, NY
This year marks the 200th anniversary of the Lewis
and Clark expedition, one of the most significant
events in our history. The expedition forever
changed the lives and landscape for all Americans
and its lessons are far reaching. From 2003 to
2006 our nation is commemorating this incredible
journey, offering Americans a valuable opportunity
to learn from the past and explore our diverse
cultures. These PSAs show Americans that by
walking in the footsteps of Lewis and Clark we
can discover truths, ideals and lessons that can
still guide us today.
»
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» High School Dropout PreventionWhatever it takes, don’t let your friends drop out.1-877-FOR-A-KID, 1-866-ESTUDIA www.operationgraduation.comSponsor > United States ArmyAgency > J. Walter Thompson, New York
Operation Graduation is the U.S. Army’s
initiative to improve the educational
achievement of teens at risk of dropping
out of school. Operation Graduation
endeavors to improve high school graduation rates and to
promote a broader awareness of the importance of an education.
The student-targeted PSAs, available in English and Spanish,
encourage teens to do whatever it takes to keep their friends
in school. These PSAs link to www.operationgraduation.com for
guidance on a range of teen issues. The parent-targeted PSAs
show that parental involvement and encouragement can make
a difference. They direct parents to call 1-877-FOR-A-KID or
1-866-ESTUDIA (Spanish) for tips on keeping children in school.
People who saw the PSAs were
2 times aslikely to be aware of family learning centers.
More than1,300 studentsdrop out ofschool each day.
Early Childhood Development Sponsor > United Way Agency > McCann Erickson, New York
Research indicates a strong connection between the quality
of a child’s early learning experience (from birth to age 5)
and the child’s success later in life. Children who have
access to high-quality, active early childcare programs show
later increases in language skills, reading levels, graduation
rates and job productivity. By the time children reach
kindergarten, there is already a tremendous difference
between those who have had quality early learning experi-
ences and those who have not; those without quality expe-
riences are often one to two years behind in language and
other skills. Sponsored by United Way, this campaign seeks
to raise awareness about the importance of quality early
learning and to help parents to understand the value of
their involvement in those early years.
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Math and Science for GirlsSet your sights on math and science. It’s a great way to see the world.www.girlsgotech.orgSponsor > Girls Scouts of the USAAgency > The Kaplan Thaler Group
Studies show that by age 12, many girls lose interest in
math, science and technology and their chance at future
jobs. Girls Go Tech is an initiative to encourage girls to
develop an early interest in these subjects and ultimately
maintain that interest as they grow up to help ensure a
more diverse, dynamic and productive workforce. The PSA
campaign highlights the math, science and technology
behind everyday life, and encourages young girls to “Set
your sights on math and science. It’s a great way to see the
world.” The PSAs direct viewers to visit www.GirlsGoTech.org,
an interactive website which provides activities that encour-
age girls to become interested in how things work.
Parental Involvement in SchoolsKnow more, do more.800-307-4PTAwww.pta.orgSponsor > National PTAAgencies > J. Walter Thompson, Chicago, Mendoza Dillon (Spanish)
In the United States, there are currently 50 million
children enrolled in public school. However, only one in
four parents is actively involved in their child’s schools,
and for working parents that drops to one in nine.
Sponsored by the National PTA, this campaign creates a
national call to parents to find out simple ways that they
can become actively involved in their children’s school.
Children of involved parents generally have higher grades
and test scores, better attendance, more motivation and
better self-esteem. These PSAs communicate that when
parents know more about their child’s school, they know
more about their child.
Supporting Minority EducationA mind is a terrible thing to waste.®
www.uncf.orgSponsor > United Negro College FundAgency > Y&R, NY
In the 33 years since the inception of this campaign,
UNCF has helped more than 350,000 minority students
graduate from college. The spots focus on the self-
fulfilled benefits of those determined students who are
able to attend college due to the generosity of others.
They also remind us of the tragic reality of unrealized
potential. Continued support of UNCF’s mission and this
campaign assures that deserving
students fulfill their dreams rather
than watch them pass by.
Teacher Recruitment–NYCJoin New York’s Brightest. Teach NYC.www.teachnyc.netSponsors > The New York City Department of Education(DOE), Appleseed FoundationAgency > Agent 16
Under Mayor Bloomberg’s leadership, The New York City
Department of Education is undertaking a massive effort to
transform the city’s schools and give New York’s children
the education they need for success in the 21st century.
A critical component of this massive reform is the recruit-
ment of the highest-quality teacher candidates and the
retention of New York City’s current teaching force. This
PSA campaign, “Join New York’s Brightest–Teach NYC,” is
a compelling tribute to the heroic calling of the New York
City schoolteacher. The campaign objective is to help New
York City attract its largest pool of teaching candidates,
increasing candidate quality. The campaign also seeks to
recognize and pay homage to New York City’s unrecognized
heroes– the existing public school teachers. Potential
teachers are encouraged to visit www.teachnyc.net to find
out how they can become New York City teachers.
» » » »
Children are our most valuable natural resource. ~Herbert Hoover
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over $2 billionand helped 350,000students earn college degrees.
Today, more than
60% of alljobs requiresome form oftechnology skills.
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Blood Donation www.bloodsaves.comSponsors > AABB, America’s Blood Centers, American Red Cross Agency > Euro RSCG Worldwide, New York
Each year, nearly five million Americans need a life-saving
blood transfusion, and 38,000 units of blood are needed
every day in this country. Not surprisingly, most Americans
know little and think less about donating blood; almost 20
percent of non-donors cite “never thought about it” as the
main reason for not giving. Developed in partnership with
the AABB, America’s Blood Centers and the American Red
Cross, the campaign aims to increase awareness of the
need for regular blood donation among young adults, with
a focus on those between the ages of 17 and 24, and to
set the foundation for lifelong donor behavior. Viewers are
encouraged to visit www.bloodsaves.com to learn about the
blood donation process and see how they can get involved
in their communities.
Booster Seat Educationwww.boosterseat.govSponsors > U.S. Department of Transportation, National Highway Traffic Safety AdministrationAgency > Leo Burnett USA, Chicago
A staggering 80–90% of all children in the U.S. who
should be restrained in a booster seat are not. Children
who have outgrown their child safety seat, but who are still
under 4'9", are safer sitting in a booster seat, rather than
immediately transitioning to an adult seat belt. Developed
in partnership with the U.S. Department of Transportation,
National Highway Traffic Safety Administration, the goal
of this PSA campaign is to educate parents of children who
have outgrown their child safety seat that a booster seat
is a life-saving transition to an adult seat belt.
Breastfeeding AwarenessBabies were born to be breastfed.800-994-WOMAN, www.4woman.govSponsor > U.S. Department of Health and Human Services
While many Americans know that the best form of nutrition
for babies is breastmilk, our nation has one of the lowest
breastfeeding rates in the developed world. Recent studies
show that babies who are breastfed are less likely to
develop ear infections, respiratory illness and diarrhea.
That is why the U.S. Department of Health and Human
Services and the Ad Council have teamed up to develop
a national breastfeeding awareness campaign. All of the
ads drive home the message “Babies were born to be
breastfed.” The public is asked to visit www.4woman.gov
or call 1-800-994-WOMAN to talk with trained information
specialists who can help with breastfeeding issues.
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Donating1 Pint of BloodCan Save Up to
3 lives.
80-90% of the
children inAmerica who should be restrained in a booster seat are not.
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Bullying PreventionFriendship beats bullies every time.www.mcgruff.orgSponsor > National Crime Prevention CouncilAgency > Saatchi & Saatchi
Bullying is a widespread problem for our nation’s youth–
bullying and teasing are cited as the top school troubles
of students ages 8-15. The National Crime Prevention
Council’s Bullying Prevention Initiative is designed to
counteract bullying at a young age. It is important that
victims of bullying understand what they can do when
confronted by a bully. Furthermore, since most bullying
incidents are witnessed by other kids, it is essential that
witnesses of bullying incidents understand that they can
have a major impact by intervening in a bullying situation.
By intervening, witnesses can help prevent bullying and
form friendships with those around them. This campaign
shows children who witness bullying that they can take
action to prevent bullying through befriending the victim.
Kids are encouraged to visit www.mcgruff.org to learn
what they can do when they witness a bullying incident
or if they are a victim.
Child Asthma Attack Prevention1-866-NO-ATTACKSwww.noattacks.orgSponsor > Environmental Protection AgencyAgency > Grey Worldwide
Since 1980, the number of people with asthma has more
than doubled. In 2001, more than four million children
suffered from asthma attacks. The CDC estimates that
children miss 14 million school days each year due to
asthma. Although there is no known cure for this disease,
experts agree that there are a variety of ways to reduce the
number of asthma attacks. In the second year of this pub-
lic information campaign, the PSAs revisit the arresting
metaphor of a fish struggling to breathe and focus on com-
mon indoor triggers that can lead to attacks. The campaign
urges parents to take action now to prevent their kids from
having to visit the emergency room.
Childhood Cancer ResourceYou’re not as alone as you feel.www.curesearch.orgSponsor > CureSearch National Childhood Cancer FoundationAgency > Y&R, New York
Right now, over 40,000 infants, children and young adults
are being treated for childhood cancer in the U.S., and the
incidence of the disease continues to grow steadily as it
has over the past 25 years. Childhood cancer is the leading
cause of death by disease, claiming the lives of more young
people than any other disease. This new PSA campaign
provides help and hope to parents and families by introduc-
ing viewers to CureSearch, the organization that represents
every pediatric cancer program in North America, and
provides compassionate care to 90% of children with
cancer. CureSearch supports a collaborative network of
over 5,000 doctors and researchers who have turned
childhood cancer from a nearly incurable disease into one
with an overall cure rate of 78%. The PSAs guide viewers
to www.curesearch.org, the only comprehensive online
resource providing up-to-date, scientific data about
childhood cancer and trusted help for patients, survivors,
families and everyone touched by the disease.
Colon Cancer Prevention Get the test. Get the polyp. Get the cure.1-800-ACS-2345www.cancer.org Sponsor > American Cancer SocietyAgency > Campbell-Ewald
Colon cancer is the third most commonly diagnosed
cancer in men and women, and the second leading cause
of cancer deaths in the U.S. According to the American
Cancer Society, colon cancer kills more African-Americans
than any other ethnic group in the U.S., and there is a
dire need to raise awareness of the disease among
Hispanic/Latino audiences. Adding to the success of the
initial Polyp Man campaign, recent spots target African-
American and Hispanic/Latino populations. The humorous
PSAs are designed to motivate individuals to get tested,
even if they have no symptoms, and focus on the over-
whelming cure rate associated with early detection. Both
the original general market and the new targeted ads are
currently in rotation.
» »»»
Children miss an estimated
14 milliondays of school each
year due to asthma.
Over 90%of those diagnosedwith colon cancerat an early stage
survive morethan 5 years.
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Defending Homes from Wildfirewww.firewise.orgSponsors > USDA Forest Service, National Association of State ForestersAgency > FCB-Southern California
The crisis of wildland fires is spreading through America.
As more homes are being built in woodland areas, these
fires no longer solely affect vegetation and land, but fami-
lies and communities as well. The goal of this campaign
is to reduce the staggering impact and costs of severe
wildland fires by generating the creation of Firewise com-
munities. This campaign informs woodland homeowners
of the causes of wildfires and seeks to instill a sense of
personal responsibility for the prevention and losses by
wildland fires within their own
community. Being Firewise is
everyone’s responsibility, and
homeowners need to be aware
of the measures they can take
to protect their property.
Disease PreventionProtect Yourself from Yourself.1-866-399-6789www.everydaychoices.org.Sponsors > American Cancer Society, American DiabetesAssociation, American Heart AssociationAgency > Publicis New York
Americans are inundated with “get healthy” messages, but
with little results. Their health continues to be negatively
affected by high obesity, physical inactivity and smoking
rates. Each year, 1.5 million people die from diseases
largely related to lifestyle–cancer, diabetes, heart disease
or stroke–representing nearly two out of every three deaths.
The American Cancer Society, American Diabetes
Association and American Heart Association have joined
in a historic collaboration to help Americans make everyday
choices that will reduce their risk of these life-threatening
diseases. Eating right, getting active, not smoking and
seeing a doctor will help women stay healthy. The
PSAs direct viewers to call 1-866-399-6789 or visit
www.everydaychoices.org.
Drunk Driving PreventionFriends Don’t Let Friends Drive Drunk.www.stopimpaireddriving.govSponsor > U.S. Department of Transportation, National Highway Traffic Safety Administration
This campaign features real photographs and stories of
individuals who lost their lives because of alcohol-impaired
drivers. While alcohol-related deaths reached a low in the
late 1990s, the number of people killed by drunk drivers
has been rising ever since. The PSAs encourage everyone
to take an active role in preventing someone from driving
drunk. Additionally, television and radio PSAs have been
produced in conjunction with RADD and NAB. These spots
showcase celebrities including Aerosmith, Barry Bonds,
Kelly Hu and others, all supporting the message “Friends
Don’t Let Friends Drive Drunk.”
Hispanic Underage Drinking PreventionAlcohol before age 21 can diminish a child’s potential.1-877-POR-TU-HIJOwww.portuhijo.org, www.foryourchild.orgSponsor > Mothers Against Drunk Driving (MADD)Agency > la comunidad
Sponsored by Mothers Against Drunk Driving (MADD) and
created pro bono by Miami-based ad agency la comunidad,
this campaign aims to raise parental awareness about the
dangers of underage drinking on the developing brain. The
campaign emphasizes the critical role that all parents play
in shaping their child’s perception of alcohol. The Centers
for Disease Control reports 30 percent of high school
students who drank before the age of 13 were Hispanic.
The ultimate goal of the campaign is to delay the current
onset age of underage drinking among Hispanic youth,
thereby reducing the prevalence of the problem.
Domestic Violence Prevention Teach Early., www.endabuse.org Sponsor > Family Violence Prevention Fund Agency > Berlin Cameron/Red Cell Funder > Waitt Family Foundation
Adults have an important role to play in helping prevent domestic abuse. The objective of the campaign is to engage men and have them
speak to boys about how women should be treated. By influencing the attitudes and behavior of young boys, adults can help prevent
violence toward women. The PSAs encourage men to learn about the role they can play in putting an end to domestic violence.
» »
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Over 250,000people visited the
FVPF’s CoachingBoys into Men webpage in 2003.
In one year,www.firewise.org nearly doubled itsregistered mailing listrecipients, and hits to
the website tripled.
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HIV DetectionKnow Your Status.1-800-342-AIDS Sponsor > U.S. Department of Health and Human ServicesAgency > Vogt Goldstein
Every hour, two people between the ages of 13 and 24
will be infected with HIV, and more than 380,000
Americans are already living with AIDS. While the disease
affects all Americans, HIV/AIDS has had a profound impact
upon the African-American community. The disease
ranks as one of the top three leading causes of death for
African-Americans ages 25–54. The good news is that HIV
is preventable, and information can help stem the spread
of this disease. The U.S. Department of Health and Human
Services launched the HIV Detection campaign to help
curb the rise of new HIV infections. The spots illustrate the
importance of getting tested for HIV and encourage young
men to “know your status.” The PSAs also provide viewers
with a confidential, toll-free number (1-800-342-AIDS)
where they can find out more information about testing,
prevention techniques and treatment options.
Infant & Child Nutrition1-866-WIC-INFOwww.nwica.orgSponsor > National WIC AssociationAgency > Gotham Inc.
WIC programs are dedicated to providing nutrition educa-
tion and healthcare services to income-qualified and nutri-
tionally high-risk women, infants and children, as well as
to pregnant or nursing mothers. Participants are provided
a safe, nurturing environment for education, healthcare and
social service referrals, as well as free access to nutritious
foods. This campaign communicates that poor nutrition
increases the chance of anemia, adds to healthcare costs,
stunts the ability to learn and limits memory development.
Families who respond to the PSA and the tagline “Your
child has you. And you have WIC,” are encouraged to call
1-866-WIC-INFO to get more information and find out if
they are eligible for the program.
National Mental Health Anti-StigmaSponsor > U.S. Department of Health and Human Services, Substance Abuse and Mental Health Services Administration Agency > Hill Holliday
The issue of mental health in our country is pervasive and complex. An estimated 22.1 percent of Americans ages 18
and older–about 1 in 5 adults–suffer from a diagnosable mental disorder in a given year. The impact of these illnesses is
under-recognized as a public health burden and comes with a high financial cost. One of the most pervasive barriers to
understanding the seriousness of mental health is stigma. Stigma often leads the general public to avoid people with mental
disorders and causes individuals with mental health problems to internalize public attitudes and avoid seeking treatment
and services. The objective of the National Mental Health Anti-Stigma Campaign is to shatter the misconceptions about
individuals with mental health problems, help the general public and individuals understand that recovery is possible and
encourage help-seeking behavior. The Campaign will also focus on promoting understanding and wellness in culturally
diverse communities. The Campaign will build public support for the value of mental health services by reducing stigma,
increasing awareness and understanding about mental illnesses and encouraging help-seeking behavior.
Modeling Non-Violent Behavior1-877-ACT-WISEwww.actagainstviolence.orgSponsor > American Psychological AssociationAgency > chemistri
Habits of aggression and violence can be avoided
if young children are provided with constructive
role models, taught problem-solving skills and
protected from exposure to violence in their
environment. This campaign uses positive images
to communicate that children are always learning
and parents and caregivers have an opportunity
to shape them by modeling positive, non-violent
behavior. By visiting www.actagainstviolence.org
or calling 1-877-ACT-WISE, the public can access
information concerning the development of
specific skills for positive role modeling and
violence prevention.
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Things do not change, we change.~Henry David Thoreau
Malnutritionis a factor in more
than half of all childhood deaths.
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Obesity PreventionTake a Small Step to Get Healthy.www.smallstep.govSponsor > U.S. Department of Health and Human ServicesAgency > McCann Erickson New York
Obesity and Overweight constitute a tremendous health
crisis in the United States today. Over two-thirds of the
adult population in the U.S. is currently overweight or
obese, and the obesity rate among adults has increased
by more than 60 percent over the last 10 years. The Ad
Council, in partnership with the U.S. Department of Health
and Human Services, launched a comprehensive PSA cam-
paign to inspire Americans to change
their lives through healthier eating and
increased physical activity. The cam-
paign includes African-American and
Hispanic targeted efforts.
Online Sexual ExploitationHelp Delete Online Predators.1-800-THE-LOST www.cybertipline.comSponsor > National Center for Missing & Exploited ChildrenAgency > Merkley + Partners
The prevalence of sexual victimization of children in the
United States is overwhelming, yet largely unrecognized
and underreported. With the advent of the Internet, child
predators have a new medium to reach potential victims
and to perpetrate crimes. Parents need to understand
the pervasiveness of this problem and the vulnerability
of their children as potential victims. This campaign is
designed to raise awareness about the prevalence of
online sexual exploitation and to help parents better
protect their children against online sexual predators.
The PSAs encourage parents to visit www.cybertipline.com
or call 1-800-THE-LOST to obtain information on how they
can better protect their kids online and to report any
incidents of online sexual exploitation.
Reducing Gun ViolenceGun Crimes Hit Home.www.psn.govSponsors > Project Safe Neighborhoods, National CrimePrevention Council, The Department of JusticeAgency > Mullen
Even though progress has been made in fighting violent
crime in America, our nation still has one of the highest
crime rates in the industrialized world. A teenager is more
likely to die from a gunshot than from all other natural
causes of death combined. Project Safe Neighborhoods
(PSN) is a nationwide commitment to reduce gun crime in
America. Funded through a grant from the Department of
Justice and sponsored by the National Crime Prevention
Council, the new PSA campaign will encourage youth to
think about the repercussions of gun crimes and will link
the consequences of gun violence–death and jail time–to
the effects on the families of the youth.
Secondhand SmokeDon’t pass gas. Take it outside.1-888-NO-PASS-GASwww.dontpassgas.orgSponsor > American Legacy FoundationAgency > Crispin Porter + Bogusky
Approximately 19% of children in the U.S. are exposed
to secondhand smoke at home. Children with at least
one smoking parent have a 25–40 percent increased risk
of chronic respiratory symptoms, and 30,000 asthma
cases annually can be attributed to secondhand smoke.
Sponsored by the American Legacy Foundation, the new
campaign will communicate the health and social effects
of secondhand smoke and motivate parents who smoke
to create smoke-free environments for their children.
» » » »
Currently, 64%of Americansare overweightor obese.
Teenagers aremore likely to diefrom a gunshotthan from all other natural causes of death combined.
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Skin Cancer PreventionSunproof America!™
www.skincancer.orgSponsor > The Skin Cancer FoundationAgency > Euro-RSCG Worldwide
Skin cancer is a serious and growing public health issue
today. In the United States alone, someone is diagnosed
with melanoma every ten minutes, and someone else dies
of it every hour. However, it is one of the most preventable
types of cancer. In fact, almost all skin cancer is preventa-
ble with proper precautions. This campaign educates
consumers about the serious and often life-threatening
effects of sun exposure leading to skin cancer, and what
they can do to prevent it. Primarily, the campaign seeks
to raise awareness among women about the dangers of sun
exposure to themselves and to their families. Viewers are
encouraged to visit www.skincancer.org to learn more about
how they can become “sun safe.”
Stroke AwarenessTime lost is brain lost.www.StrokeAssociation.orgSponsor > American Stroke AssociationAgencies > Carmichael Lynch (2002 - 2003),BBDO Atlanta (May 2004 - present)
Stroke is the third largest killer in the country and is a
leading cause of severe, long-term disability. Tragically, the
groups of people with the highest risk and incidence of
stroke are persons at least 75 years old, African-Americans
and men, and are also the least knowledgeable about
warning signs and risk factors. However, stroke can
affect people of all ages. Developed in partnership with
the American Stroke Association, the goal of this PSA
campaign is to increase immediate stroke recognition
and response. The campaign arms the public with the
knowledge that a fast reaction to stroke symptoms is
critical in potentially lessening the devastating effects
caused by stroke.
Teen Dating Abuse Preventionwww.seeitandstopit.orgSponsors > Teen Action Campaign, Family Violence Prevention FundAgency > Hill Holliday
According to statistics, 40 percent of girls age 14 to 17
report knowing someone their age who has been hit or
beaten by a boyfriend. The Teen Action Campaign seeks
to encourage and empower teens to recognize and reject
unhealthy, potentially abusive relationships in their lives
and the lives of their peers. By depicting teens in real-life
situations, recognizing the warning signs and speaking
out against abusive behavior, the campaign provides teens
with the tools and resources necessary to “see it and stop
it.” The goal of the campaign is
to change attitudes and behavior
before they become familiar,
entrenched patterns, and to
foster intolerance for abuse.
Terrorism Preparedness1-800-BE-READYwww.ready.gov, www.listo.govSponsor > U.S. Department of Homeland SecurityAgencies > BBDO New York, Elevation Ltd. (Hispanic), Neiman Group
Americans want more information on emergency prepared-
ness. Specifically, they want clear, concise, simple steps
that they can take to better prepare in advance of an
emergency and the assurance that preparedness can make
a difference. Since the launch of this campaign, numerous
strides have been made in the area of preparedness: The
percentage of parents who have stocked emergency sup-
plies to prepare for a possible terrorist attack has increased
significantly and the proportion of parents who have creat-
ed a family communications plan has increased. However,
despite these remarkable results, most Americans have
still not taken basic steps to prepare. In order to continue
to encourage all Americans to prepare themselves, their
families and their communities, the U.S. Department of
Homeland Security has sponsored public service advertise-
ments that empower Americans to prepare for and respond
to potential terrorist attacks and other emergencies.
» » » »Stroke is the thirdlargest killer in the U.S.
40% of girlsage 14 to 17 knowsomeone their agewho has been hit orbeaten by a boyfriend.
In every conceivable manner, the family is link to our past,bridge to our future. ~Alex Haley
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Underage Drinking Prevention Sponsor > U.S. Department of Health and Human Services, Substance Abuse and Mental Health Services AdministrationAgency > The Kaplan Thaler Group
Underage drinking has many serious and potentially life-threatening consequences. Youth who begin drinking before
age 15 are more than five times as likely to develop alcohol dependence as compared to those who wait until the age
of 21. In addition, underage drinking can negatively affect brain activity, slowing down reaction time, reducing inhi-
bitions, affecting judgment, masking memory and resulting in poor decision making. These changes may decrease
academic performance, increase the likelihood of behavioral problems and may eventually lead to a change in brain
development, long-term health risks and addiction. This parent-targeted campaign is aimed to reduce and delay the
onset of underage drinking by increasing communication between parents and youth.
Vacation for Children with Life-Threatening Illnesses1-800-995-KIDSwww.gktw.orgSponsor > Give Kids The WorldAgency > Grey Worldwide
Cancer, cystic fibrosis, muscular dystrophy ... thousands of
children in the United States are battling these and many
more life-threatening illnesses every day. Those who are
granted a last wish often wish to visit central Florida’s most
famous attractions. Give Kids The World, a nonprofit resort
for children with life-threatening illnesses, fulfills these
wishes at a whimsical village near Orlando. Give Kids The
World provides accommodations, attraction tickets, meals
and more for over 5,000 children and their families each
year, but unfortunately many more families are unaware of
the organization. This PSA campaign is designed to create
awareness and motivate the public to Give Kids The World.
Wildfire PreventionOnly You Can Prevent Wildfires.www.smokeybear.comSponsors > USDA Forest Service, National Association of State ForestersAgencies > FCB-Southern California, Ruder-Finn Interactive
Since 1944, Smokey Bear has been a recognized symbol
of conservation and the protection of America’s forests.
Sponsoring this campaign are the USDA Forest Service
and the National Association of State Foresters, who seek
to make Smokey’s message of wildfire prevention contem-
porary and impactful. These PSAs welcome Smokey Bear
back to viewers and offer a powerful, fresh perspective on
wildfire prevention by bringing both Smokey Bear and his
message, “Only You Can Prevent Wildfires,” back into the
advertising. Viewers are asked to be responsible for any
fire they start. Smokey is once again counting on adults
and children to help spread his critical message of
wildfire prevention.
Terrorism Preparedness–Businesswww.ready.govSponsor > U.S. Department of Homeland SecurityAgency > Neiman Group
Ready Business, an extension of Homeland Security’s successful Ready
campaign, is designed to educate small to medium-sized businesses
about safeguarding their employees and assets while preparing for busi-
ness continuity if a disaster does happen. To spread this critical mes-
sage, the U.S. Department of Homeland Security has sponsored new
public service advertisements specifically targeted to businesses. These
advertisements inform businesses of the readily accessible information
available to help prepare businesses for an emergency at www.ready.gov.
»
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We know what we are, but know not what we may be.
~William Shakespeare
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Annual Report 2003-2004 | 4140 | Annual Report 2003-2004
CONTRIBUTORS
LEADERSHIP CIRCLE($100,000+)The Advertising Council Board
of DirectorsFreddie Mac Foundation *The John S. and James L.
Knight FoundationPepsiCo, Inc. The Procter & Gamble
Company *The Reader’s Digest
Association, Inc. *Time Warner Inc. *
BENEFACTORS ($50,000 – $99,999)The Annie E. Casey
FoundationGeneral Motors Corporation *The Hearst Corporation *Hewlett-Packard CompanyThe Home Depot, Inc. *Johnson & Johnson Family of
Companies *McCormick Tribune
FoundationMetLife FoundationUnited Way of Metropolitan
Atlanta/The Community Foundation for Greater Atlanta
Viacom
PLATINUM CLASS ($35,000 – $49,999)ABC, Inc.Association of National
Advertisers, Inc.Bristol-Myers Squibb
Foundation, Inc.The Coca-Cola Company *GE Foundation *The J.P. Morgan Chase
FoundationKraft Foods Inc.Lowe & Partners WorldwideWilliam C. LoschMagazine Publishers of
America, Inc.Newspaper Association of
America
DIAMOND CLASS ($20,000 – $34,999)America Online, IncAmerican Association of
Advertising Agencies, Inc.American Express FoundationAnheuser-Busch Companies, Inc.Bank of America CorporationBBDO Worldwide BellSouth CorporationBurger King CorporationCampbell Soup CompanyCharles Schwab & Company, Inc.chemistriCingular WirelessCisco Systems, Inc.Clear Channel
Communications, Inc.Comcast Spotlight
Condé Nast Publications Inc.Joseph Cullman, IIIDaimlerChrysler Corporation
FundDDB Worldwide Communications
Group, Inc.Dell Inc.Deutsch, Inc.Diageo plcDow Jones & Company, Inc.EURO RSCG WorldwideExxon Mobil CorporationFCB WorldwideFederal Express CorporationFord Motor Company FundGeneral Mills, Inc.Google Inc. Grey Global Group Inc.GroupMHachette Filipacchi Media Initiative Media WorldwideIntel CorporationJ. Walter Thompson USAKellogg CompanyLeo Burnett USA, Inc.L’Oréal, USA Inc.Major League Baseball
Properties
MasterCard International, Inc.McCann Erickson WorldgroupMcDonald’s CorporationMerck & Company, Inc.Meredith CorporationNASCARNational Association of
BroadcastersNational Basketball AssociationNational Cable &
Telecommunications AssociationNational Football LeagueNational Hockey LeagueNBC UniversalNestlé USA, Inc.Novartis Consumer HealthOgilvy & Mather WorldwideOMD WorldwidePRIMEDIA Inc.PublicisSaatchi & Saatchi Advertising
WorldwideSony Corporation of AmericaState Farm Insurance
CompaniesTarget CorporationTBWA Chiat/Day, Inc.Toys “R” Us, Inc.
Turner Broadcasting System, Inc.
TV GuideTyco International Ltd.Unilever United States, Inc.USA TodayValassis Communications, Inc. Verizon CommunicationsWm. Wrigley Jr. Company
Foundation *Xerox CorporationYahoo! Inc.Y&R
GOLD CLASS ($10,000 – $19,999)Advance Publications, Inc. Aetna FoundationAmerican Advertising FederationAmerican Airlines, Inc.American Media Operations, Inc. Arnold Worldwide PartnersBacardi U.S.A., Inc. Black Entertainment
Television, Inc.The Boeing Company *The Boston Globe The Bravo Group
Campbell-Ewald Carat North AmericaCaterpillar FoundationChicago Tribune FoundationThe Clorox CompanyColgate-Palmolive CompanyCoors Brewing CompanyCox Enterprises, Inc.Crain Communications, Inc.The David Bell FoundationThe Dial CorporationDiscovery Communications, Inc.DoubleClick, Inc. Eastman Kodak CompanyErnst & Young LLPEssence Communications, Inc.Financial Services ForumFOX Broadcasting GroupThe Gillette CompanyGlaxoSmithKline Goldman, Sachs & Co.Hallmark Cards, Inc.The Kaplan Thaler Group, Ltd.Knight Ridder Liberty Mutual Group Lifetime Television NetworkLiz Claiborne, Inc.Loews Corporation
The Ad Council wishes to acknowledge the following companies, organizations, and individuals. It is with their
support that the Ad Council is able to continue to produce the remarkable work that is contained in this annual
report. Their support allows our public service campaigns to enrich the lives of all Americans.
CON
TRIB
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We make a living by what we get, but we make a life by what we give. ~Winston Churchill
*Commitment to Children Contributor
Annual Report 2003-2004 | 4342 | Annual Report 2003-2004
Mattel, Inc.The McClatchy CompanyMediaNews Group, Inc. Merkley + PartnersMerrill Lynch & Co., Inc. Metromedia Company Motorola, Inc. Nestlé Purina PetCare
CompanyThe New York Times Company
FoundationOutdoor Advertising
Association of AmericaPACCAR FoundationPARADE Publications, Inc.Pfizer IncPricewaterhouseCoopers LLPQwest Communications
International Rainbow Media Holdings, Inc. Raytheon CompanyStarbucks CorporationStarcom MediaVest GroupThe News Corporation, Ltd.Toyota Motor Sales, U.S.A., Inc.Univision Communications, Inc.The UPS Foundation VISA U.S.A. Inc.
VNU, Inc. Wachovia FoundationWelch Foods Inc. Wells Fargo BankWendy’s International, Inc.Whirlpool CorporationYellow Pages AssociationZenithOptimedia Group
SILVER CLASS ($5,000 – $9,999)A&E Television NetworksAmerican Business MediaArbitron Inc. Avrett Free & Ginsberg, Inc.Bayer Healthcare Bloomberg Cabletelevision Advertising
Bureau, Inc.Cadbury Schweppes Americas
Beverages ConocoPhillips Dailey & AssociatesDeutsche Bank Securities, Inc.Digitas Inc. Draft WorldwideEdison Electric InstituteThe E. W. Scripps Company
GlobalHueThe Goodyear Tire & Rubber
CompanyGotham Inc. Heineken USA Inc. Home Box Office, Inc.HQ Global WorkplacesInterep National Radio
Sales, Inc. Landmark Communications, Inc.Lee Enterprises, Inc.LEGO Systems, Inc.LIN Television CorporationThe Martin AgencyMasterfoods USAMercedes-Benz USA, LLCThomas J. MoranMullenMutual of America Life
Insurance CompanyNewsweekEdward N. NeyNielsen Media ResearchNorthwestern Mutual Life
FoundationPitney Bowes Inc.Publix Super Markets Charities*Radio Advertising Bureau
The Richards Group, Inc. Scripps Howard FoundationThe Seth Sprague Educational
and Charitable FoundationSiemens CorporationThe Star-LedgerTelevision Bureau of Advertising, Inc.The Washington PostWestWayne, Inc.Wieden + KennedyWyeth
BRONZE CLASS ($1,000 – $4,999)Abelson-Taylor, Inc.Automatic Data Processing, Inc.Bear, Stearns & Co. Inc.Children’s Charities of AmericaThe Church of Jesus Christ of
Latter-Day Saints FoundationCombe IncorporatedCommunity Newspaper
Holdings, Inc. Direct Marketing Association, Inc. Hershey Foods CorporationThe Hubbard Broadcasting
FoundationiVillage Inc.
Konica Minolta Business Solutions U.S.A.
Marketing Management Analytics/Carat
The May Department Stores Company
Media General, Inc.The Minnesota Mutual Foundation Morris Communications
CorporationNorth Jersey Media GroupPublic IntelligencePulitzer Inc. Ripple Effects Interactive, Inc. RPAR.R. Donnelley & Sons CompanySchawk New YorkSEI InvestmentsStaten Island AdvanceThyssenKrupp Materials NA, Inc.Tierney CommunicationsTrading Bay LLC
FRIENDS (Up to $999)Block Communications, Inc.Communications Consortium
Media Center
Dana Chase PublicationsGoldsboro News-ArgusGreater Bridgeport Area
FoundationiCare/National Charitable
ServicesKorey Kay & PartnersWeyforth-Haas Marketing
INKINDABC, Inc.American Express CompanyBelle FleurThe Breakers Palm BeachBryant Park GrillCentral Park ConservancyChelsea Piers Management, Inc.Clarins USAThe Coca-Cola CompanyContinental Airlines, Inc.DaimlerChryslerDelta Air LinesThe Golf Digest CompaniesGrand HospitalityHershey Entertainment &
Resorts CompanyHome Box Office, Inc.The Home Depot, Inc.
JetBlue AirwaysJohnson & Johnson Family of
CompaniesLincoln Center for the
Performing Arts, Inc.L’Oréal USA, Inc.NBC UniversalNew York JetsNew York Mets National
League Baseball ClubNIKE, Inc.OMD WorldwideRainbow RoomThe Reader’s Digest
Association, Inc.Sara Lee CorporationSchieffelin & Co.Tiffany & Co.TiVo Inc.TourneauTown Sports InternationalTribeca Grand HotelWyeth
CON
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*Commitment to Children Contributor
A small group of thoughtful people could change the world. Indeed, it's the only thing that ever has. ~Margaret Mead
Annual Report 2003-2004 | 4544 | Annual Report 2003-2004
51st ANNUALPUBLIC SERVICE AWARD DINNERHeld on November 17, 2004, at The Waldorf-Astoria, New York City
Since 1954, The Advertising Council has chosen outstanding leaders from the corporate world
to receive its Award for Distinguished Public Service at its annual dinner. This year, the Ad
Council honored G. Richard Wagoner, Jr., Chairman and Chief Executive Officer, General Motors
Corporation, with its 51st Annual Public Service Award. Mr. Wagoner has used his position to
effect positive social change throughout the nation. We are extremely grateful to the supporters
listed below. Thanks to the corporations, foundations and individuals that generously supported
this event, the Ad Council was able to raise an unprecedented $2.1 million, making it the most
successful dinner in the organization’s history.
1
4 5
6 73
2
INNER CIRCLE America Online, Inc. Condé Nast Media GroupGeneral Motors CorporationInterpublic GroupNBA/WNBA PepsiCoThe Procter & Gamble
Company
BENEFACTORSAmerican Express CompanyBank of AmericaCampbell-Ewald /
Accentmarketing chemistriDigitasGruner + Jahr USAHearst Magazines IBM CorporationJohnson & JohnsonJPMorgan Chase & Co.Leo Burnett WorldwideLowe & Partners Worldwide Major League Baseball
McCann Worldgroup MSN National Football LeagueNational Hockey LeagueThe New York Times CompanyNew York Times DigitalPublicis USARadio Advertising BureauViacomY&R
PATRONSABC Television NetworkAnheuser-Busch, Inc.Cingular Wireless Clear Channel Communications The Coca-Cola CompanyCrispin Porter + Bogusky ESPN and ABC SportsGEGrey Worldwide Hearst-Argyle Television, Inc.Hewlett-Packard Lifetime Entertainment ServicesMeredith Corporation
National Association of Broadcasters
NBC Universal PARADE PublicationsPricewaterhouseCoopers LLPPRIMEDIA, Inc.Saatchi & Saatchi TV Guide Publishing Group VNU
FRIENDSA&E Television Networks Ad Age Group American Legacy Foundation American Media, Inc. Avrett Free GinsbergBBDO New York Black Entertainment Television Comcast Spotlight DDB Worldwide
Communications Group IncDirect Marketing Association, Inc.Discovery Networks Donovan Data Systems DoubleClick Inc.
Ernst & Young LLPEssence Communications
PartnersFoote Cone & Belding FOX Broadcasting Company GM Mediaworks and GM R*WorksHachette Filipacchi Media
U.S. Inc.The Home DepotHome Front CommunicationsInitiative LIN Television Corp.McCann Erikson-Gotham
AdvertisingMcCann WorldgroupMcDonald’s Corporation US
Marketing McKinsey & Company, Inc.Merkley + Partners Modernista! Newspaper Association of
America and Newspaper National Network
NewsweekOgilvy & Mather Worldwide
OMD USA Pfizer Consumer Healthcare Qwest Communications
International Inc. The Reader’s Digest
AssociationRodale, Inc.Royal Philips ElectronicsSprint TBWA WorldwideTribune Broadcasting
Company Unilever United States, Inc.USA TODAY Wachovia Corporation The Wall Street Journal
CONTRIBUTORSAARP Publications AllianceBernsteinAmerican Advertising
FederationAmerican Association of
Advertising AgenciesArnold Worldwide Partners
Association of National Advertisers
Roy and Merilee BostockCampbell Mithun CCS FundraisingCivic Entertainment Group Edelman The Estée Lauder CompaniesNancy Feller Fisher Scientific
International Inc.Goodby, Silverstein & PartnersGundersen PartnersiVillage Incorporated John Buttine Inc.Just Ask A Woman Kellogg CompanyMagazine Publishers of
AmericaThe Martin AgencyMasterCard InternationalMillward Brown MSW Research Inc.National Advertising Review
Council
New Future Co.Pitney Bowes Inc. Public IntelligenceRainbow Media Holdings Inc.Rand Display InternationalRegus Group & HQ GlobalRipple Effects InteractiveS. Radoff Associates LLCSchmeltzer, Aptaker &
Shepard, P.C.Alfred J. SeamanSitaroTelevision Bureau of
AdvertisingTM Advertising Trading Bay, L.L.C.United Way of New York CityValassisWelch’s WIT Consulting, L.L.C.
HIGHLIGHTSScenes from the 51st Annual Public Service Award Dinner,which was attended and enjoyed by many of the AdCouncil’s closest friends and supporters:
1. Good Morning America’s Diane Sawyer opens the program and welcomes the guests.
2. Les Moonves, Co-President and Co-Chief OperatingOfficer, Viacom Chairman, CBS, and Rick Wagoner,Chairman and CEO, General Motors Corporation and theAnnual Public Service Award honoree, pose for a photoinside the ballroom.
3. David Bell, Chairman & CEO, The Interpublic Group ofCompanies, Inc., discusses (among other subjects) someearly results of the Ad Council/Magazine Publishers ofAmerica partnership to address disease prevention.
4. A.G. Lafley, Chairman of the Board, President and ChiefExecutive, The Procter & Gamble Company, Peggy Conlonand Rick Wagoner enjoy the reception.
5. The creative team at McCann Erickson New York showoff their Gold Bell for Creative Excellence for their work onthe Ad Council’s Obesity Prevention campaign. Kevin Keane,Assistant Secretary for Public Affairs, U.S. Department ofHealth & Human Services, and Ad Council staff that workedon the campaign join them.
6. More than 1,200 leaders of corporations, federal government agencies, non-profit organizations, advertisingagencies and the media attended to pay tribute to RickWagoner at the 51st Annual Public Service Award Dinner.
7. Jon Tracosas, President, FCB-Southern California,accepts the Chairman’s Award, which FCB received for the agency’s 60 years of pro bono work on the WildfirePrevention campaign. Smokey Bear, the well-known star of the campaign, is on hand to celebrate.
PLATINUM CLASS SPONSOR
Time Warner Inc. Yahoo! Inc.
FINANCIALSReport of Independent AuditorsTo the Board of Directors of The Advertising Council, Inc.
In our opinion, the accompanying statement of financial positionand the related statements of activities and cash flows presentfairly, in all material respects, the financial position of TheAdvertising Council, Inc. (the “Council”) at June 30, 2004 andJune 30, 2003 and the changes in its net assets and its cashflows for the years then ended in conformity with accounting principles generally accepted in the United States of America.These financial statements are the responsibility of the Council’s management. Our responsibility is to express an opinion on thesefinancial statements based on our audits. We conducted ouraudits of these statements in accordance with auditing standardsgenerally accepted in the United States of America. Those standards require that we plan and perform the audit to obtain reasonable assurance about whether the financial statements arefree of material misstatement. An audit includes examining, on a test basis, evidence supporting the amounts and disclosures in the financial statements, assessing the accounting principlesused and significant estimates made by management and evalu-ating the overall financial statement presentation. We believe that our audits provide a reasonable basis for our opinion.
New York, NYSeptember 29, 2004
Annual Report 2003-2004 | 4746 | Annual Report 2003-2004
STATEMENT OF FINANCIAL POSITIONJune 30,
2004 2003
AssetsCurrent assets
Cash and cash equivalents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $6,890,716 . . . . . . . . . . . $5,317,221 Investments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5,007,703 . . . . . . . . . . . . 3,298,056 Accounts receivable–campaigns (less allowance for doubtful
accounts of $227,348 and $175,259 in 2004 and 2003, respectively) . . . . . . . . . . 3,034,585 . . . . . . . . . . . . 3,115,208 Billable campaign expenditures (less allowance of $97,000 in 2003) . . . . . . . . . . . . . . 683,064 . . . . . . . . . . . . . 589,172 Contributions receivable (less allowance for doubtful accounts of
$50,000 and $40,000 in 2004 and 2003, respectively). . . . . . . . . . . . . . . . . . . . . . . . 521,300 . . . . . . . . . . . . . 538,350 Prepaid expenses and other current assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 280,267 . . . . . . . . . . . . . 135,159
Total current assets 16,417,635 12,993,166
Property and equipment, at costFurniture and fixtures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 795,077 . . . . . . . . . . . . . 709,455Computer and telephone equipment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2,166,110 . . . . . . . . . . . . 1,964,602Leasehold improvements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,355,182 . . . . . . . . . . . . 1,339,684
4,316,369 4,013,741Less—accumulated depreciation and amortization . . . . . . . . . . . . . . . . . . . . . . . . . . 3,248,217 . . . . . . . . . . . . 2,787,462Property and equipment, net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,068,152 . . . . . . . . . . . . 1,226,279
Contributions receivable, non-current . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . - . . . . . . . . . . . . . 105,000Other long-term assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13,388 . . . . . . . . . . . . . . 97,909
Total assets $17,499,175 $14,422,354
Liabilities and Net AssetsCurrent liabilities
Accounts payable . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $4,295,513 . . . . . . . . . . . $3,727,830Accrued expenses and other current liabilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2,639,442 . . . . . . . . . . . . 1,879,168Unexpended campaign funds. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2,307,695 . . . . . . . . . . . . 2,817,075
Total current liabilities 9,242,650 8,424,073
Other long-term liabilities. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20,962 . . . . . . . . . . . . . . . 7,468Accrued postretirement benefit obligation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 343,137 . . . . . . . . . . . . . 334,820
Total liabilities 9,606,749 8,766,361
Commitments and contingenciesNet assets
Unrestricted . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7,549,176 . . . . . . . . . . . . 5,430,993Temporarily restricted . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 343,250 . . . . . . . . . . . . . 225,000Total net assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7,892,426 . . . . . . . . . . . . 5,655,993
Total liabilities and net assets $17,499,175 $14,422,354
»»
The accompanying notes are an integral part of these financial statements.
Annual Report 2003-2004 | 4948 | Annual Report 2003-2004
STATEMENT OF ACTIVITIES
Year Ended June 30, 2004 Year Ended June 30, 2003
Temporarily TemporarilyUnrestricted Restricted Total Unrestricted Restricted Total
RevenueGross billings for production
and distribution $24,693,915 $ - $24,693,915 $21,212,115 $ - $21,212,115 Contributions, net 4,802,667 128,250 4,930,917 4,114,869 105,000 4,219,869 Special events 2,016,430 110,000 2,126,430 1,656,397 - 1,656,397 Interest 35,359 - 35,359 45,631 - 45,631 Grants from foundations for projects 152,962 - 152,962 30,011 - 30,011 Satisfaction of restrictions 120,000 (120,000) - 246,450 (246,450) -
Total revenue 31,821,333 118,250 31,939,583 27,305,473 (141,450) 27,164,023
ExpensesProduction and distribution 18,617,784 - 18,617,784 16,413,094 - 16,413,094Salaries and related expenses 8,008,007 - 8,008,007 6,869,682 - 6,869,682 Office expenses 1,115,174 - 1,115,174 1,027,075 - 1,027,075 General and administrative 1,143,734 - 1,143,734 956,619 - 956,619 Special events 523,856 - 523,856 596,002 - 596,002 Depreciation and amortization 460,755 - 460,755 447,366 - 447,366 Media development 6,977 - 6,977 15,375 - 15,375 Interactive services 88,450 - 88,450 52,691 - 52,691 Campaign management 23,661 - 23,661 31,809 - 31,809 Expenses for foundation
funded projects 152,962 - 152,962 31,313 - 31,313Creative services 33,116 - 33,116 16,171 - 16,171 Public relations 30,597 - 30,597 47,435 - 47,435 Financial development 86,278 - 86,278 15,891 - 15,891
Total expenses 30,291,351 - 30,291,351 26,520,523 - 26,520,523
Excess of operating income over expensesbefore net yield on investments 1,529,982 118,250 1,648,232 784,950 (141,450) 643,500
Net realized gains (losses) on investments 87,523 - 87,523 (36,226) - (36,226)Net unrealized gains on investments 419,118 - 419,118 142,483 - 142,483 Net investment income 81,560 - 81,560 43,349 - 43,349
Change in net assets 2,118,183 118,250 2,236,433 934,556 (141,450) 793,106
Net assets Beginning of year 5,430,993 225,000 5,655,993 4,496,437 366,450 4,862,887
Net assets End of year $7,549,176 $343,250 $7,892,426 $5,430,993 $225,000 $5,655,993
STATEMENT OF CASH FLOWS
Year Ended June 30,
2004 2003
Cash Flows from Operating ActivitiesChange in net assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $2,236,433 . . . . . . . . . . . . $793,106 Adjustments to reconcile change in net assets
to net cash provided by operating activitiesDepreciation and amortization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 460,755 . . . . . . . . . . . . . 447,366 Net realized and unrealized (gain) loss on investments . . . . . . . . . . . . . . . . . . . . . . . . (506,641) . . . . . . . . . . . . (106,257)
Changes in Assets and LiabilitiesAccounts receivable–campaigns, net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80,623 . . . . . . . . . . . . . 562,319 Billable campaign expenditures, net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (93,892). . . . . . . . . . . . . 163,161Contributions receivable, current and non-current, net . . . . . . . . . . . . . . . . . . . . . . . . . 122,050 . . . . . . . . . . . . . 190,250Prepaid expenses and other assets, current and non-current . . . . . . . . . . . . . . . . . . . . . (60,587). . . . . . . . . . . . . . 75,526Accounts payable . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 567,683 . . . . . . . . . . . . . 150,111Accrued expenses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 760,273 . . . . . . . . . . . . . 362,080Unexpended campaign funds . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (509,380) . . . . . . . . . . . 1,099,484Other long-term liabilities. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13,494 . . . . . . . . . . . . . . . 2,696Accrued postretirement benefit obligation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8,317 . . . . . . . . . . . . . . . 5,069
Net Cash Provided by Operating Activities 3,079,128 3,744,911
Cash Flows for Investing ActivitiesProceeds from sale of investments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 609,333 . . . . . . . . . . . . 3,037,940Purchase of investments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (1,812,338). . . . . . . . . . . (3,263,184)Expenditures for property and equipment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (302,628) . . . . . . . . . . . . (788,026)
Net Cash Used for Investing Activities (1,505,633) (1,013,270)
Increase in Cash Equivalents 1,573,495 2,731,641
Cash and Cash EquivalentsBeginning of year. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5,317,221 . . . . . . . . . . . . 2,585,580
End of year $6,890,716 $5,317,221
»»
FIN
ANCI
ALS
The accompanying notes are an integral part of these financial statements. The accompanying notes are an integral part of these financial statements.
Annual Report 2003-2004 | 5150 | Annual Report 2003-2004
NOTES TO FINANCIAL STATEMENTS
1. Nature of OperationsThe Advertising Council, Inc. (the “Council”) is a nonprofit organization, which uses its resources to undertake and
manage advertising campaigns of a public service nature on behalf of government and private organizations. The Council
is supported in its work by contributions from both public and private sectors.
2. Significant Accounting PoliciesBasis of Presentation
The financial statements of the Council have been prepared on an accrual basis. Certain amounts in the financial state-
ments for fiscal 2003 have been reclassified to conform to the current year presentation.
Contributions
All contributions are considered to be available for unrestricted use, unless specifically restricted by the donor, and are
recognized in the statement of activities as unrestricted revenue in the period received. Unrestricted net assets repre-
sent resources over which the Council has full discretion with respect to use.
Temporarily restricted net assets represent expendable resources, which have been specifically restricted by a donor as
to purpose and/or the passage of time. When a donor restriction expires, that is, when a stipulated purpose restriction is
accomplished or when a prescribed length of time has passed, temporarily restricted net assets are reclassified to unre-
stricted net assets and reported in the statement of activities as satisfaction of restrictions. It is the Council’s policy to
record temporarily restricted contributions received and expended in the same accounting period as unrestricted revenue
in the statement of activities in the period received.
At June 30, 2004, temporarily restricted net assets include $110,000 of contributions related to the Council’s fiscal
2005 annual dinner and $233,250 in contributions and multi-year pledges. At June 30, 2003, temporarily restricted
net assets is comprised of $225,000 of multi-year pledges. In fiscal 2004, $120,000 of such amounts have been
reclassified to unrestricted net assets in fiscal 2004 as the related restrictions have been satisfied.
Production and Distribution of Public Service CampaignsDirect costs incurred on behalf of sponsors’ campaigns are for the production and distribution of advertising materials.
These production and distribution costs are billed to the sponsors’ campaigns and are reflected in the statement of
activities when billed. Indirect costs are reimbursed at the rate of 14% to 15% of allowable direct costs by all private
sponsors. Government sponsors reimburse at rates varying between 21% to 27% of allowable direct costs, plus an addi-
tional 5% fixed fee for certain government contracts. Advances to the Council are recorded as unexpended campaign
funds until the related campaign expense is incurred.
Cash Equivalents and Investments
The Council maintains its operating funds primarily in highly liquid money market funds that are classified in the state-
ment of financial position as cash equivalents.
Investments include mutual funds, money market funds, and asset funds concentrated in debt and equity securities
managed by a professional investment advisor in accordance with investment guidelines established by the Council’s
board. At June 30, 2004 and 2003, investments include $552,442 and $321,641, respectively, related to mutual
fund investments held in connection with frozen and active deferred compensation plans for certain executives of the
Council (see Note 4 to the financial statements).
Property and Equipment
Furniture, fixtures and telephone equipment are depreciated using the straight-line method over their useful lives, which
approximate five years. Computer hardware and software are depreciated using the straight-line method over their useful
lives, which approximate three years. Leasehold improvements are amortized over their useful life or over the remaining
life of the related office lease, whichever is shorter.
Use of Estimates
The preparation of financial statements in accordance with generally accepted accounting principles requires manage-
ment to make estimates and assumptions that affect the reported amounts of assets and liabilities and disclosure of
contingent assets and liabilities at the date of the financial statements and the reported amounts of revenues and
expenses during the reporting period. Actual results could differ from those estimates.
3. Functional Classification of ExpensesThe Council’s functional classification of expenses for the year ended June 30, 2004 with comparative totals for the
year ended June 30, 2003 is as follows:
Program Management Fund Year Ended June 30,Services and General Raising 2004 2003
Total production and distribution $18,617,784 $ - $ - $18,617,784 $16,413,094Salaries and related expenses 4,850,919 2,621,585 535,503 8,008,007 6,869,682Office expenses 657,172 384,272 73,730 1,115,174 1,027,075General and administration 214,381 887,084 42,269 1,143,734 956,619Special events 45,454 - 478,402 523,856 596,002Depreciation and amortization - 460,755 - 460,755 447,366Media 6,977 - - 6,977 15,375Interactive services 88,450 - - 88,450 52,691Campaign management 25,264 (1,603) - 23,661 31,809Grant expenses 152,962 - - 152,962 31,313Creative services 33,116 - - 33,116 16,171Public relations 9,734 20,863 - 30,597 47,435Financial Development - - 86,278 86,278 15,891
For the year ended June 30, 2004 $24,702,213 $4,372,956 $1,216,182 $30,291,351
For the year ended June 30, 2003 $21,797,189 $3,708,362 $1,014,972 $26,520,523
»
FIN
ANCI
ALS
Annual Report 2003-2004 | 5352 | Annual Report 2003-2004
4. Employee BenefitsDefined contribution benefit plan
The Council maintains a defined contribution benefit plan for all eligible employees. The Council contributed 9% and
7% of an employee’s covered compensation to the plan for the years ended June 30, 2004 and 2003, respectively.
Expense related to this plan was $384,495 and $308,443 for the years ended June 30, 2004 and 2003, respectively.
Postretirement benefits
The Council at one time provided certain health care benefits for employees upon retirement. In addition, retirees hired
prior to October 1, 1989 received life insurance benefits through the Council upon retirement. These benefits are pro-
vided through an insurance company. Effective June 30, 2002, health care benefits provided under the Council’s plan
were frozen for retirees and vested employees, and no further benefits will accrue to participants.
The discount rate assumed in determining the accumulated postretirement benefit obligation as of June 30, 2004 and
2003 was 6.25% and 6%, respectively. The health care cost trend rate assumed is 9%, declining to 5% until the year
2009 is reached.
Deferred compensation
For the year ended June 30, 2001, a non-qualified discretionary deferred compensation plan, subject to Section 457
of the Internal Revenue Code, was effective for certain senior management members of the Council. Compensation
deferred by each plan participant was invested in various mutual funds at the direction of that participant and will be
held in the Council’s name as required under the Plan until the plan participants elect to receive their deferred compen-
sation amounts and the related investments are liquidated and paid to the participant. At June 30, 2004 and 2003,
these investments have been recorded in the statement of financial position at their fair market value of $159,484 and
$145,595, respectively. The unrealized gain (loss) on these funds of $25,401 and ($2,588) for the year ended June
30, 2004 and 2003, respectively, is reflected in the accompanying statement of activities.
Effective June 30, 2002, the Council discontinued use of the 2001 non-qualified discretionary deferred compensation
plan and established another non-qualified plan that permitted certain executives to defer all or a portion of their incen-
tive compensation amounts received subsequent to June 30, 2002. Participants’ assets may remain invested in the for-
mer plan’s mutual funds until a participant elects to withdraw his or her deferred compensation and related earnings,
though participants may no longer make contributions to the plan. During fiscal 2004, the Council invested the 2003
deferred compensation amounts in mutual funds selected by the executives under the guidelines of the successor plan.
At June 30, 2004 and 2003, these investments have been recorded in the statement of financial position at their fair
market value of $392,958 and $176,046. The unrealized gain on these funds of $59,979 and $19,968 for the year
ended June 30, 2004 and 2003 is reflected in the accompanying statement of activities.
5. Conditional Promises to GiveConditional promises to give, when dependent on the occurrence of a specified future and uncertain event to bind the
promisor, are recognized when the conditions on which they depend are substantially met, that is, when the conditional
promise becomes unconditional.
At June 30, 2003, the Council had received conditional promises to give of $40,000 which are not recognized in the
financial statements. These conditional promises to give are contingent upon the donor’s satisfaction with the Council’s
performance under the related grant.
6. Line of CreditDuring the year ended June 30, 2003, the Council established a margin account secured by fifty percent of the
Council’s investment portfolio for the purposes of short-term working capital loans. At June 30, 2004 and 2003, the
Council had no borrowings outstanding against its margin account.
7. Tax StatusThe Council is exempt from income taxes under Section 501(c)(3) of the Internal Revenue Code and corresponding pro-
visions of New York State law. Accordingly, no income tax expense or liability is recorded in the financial statements.
8. CommitmentsLeases
The aggregate minimum annual office rental commitments under significant long-term leases (exclusive of additional
rent for increases in certain operating costs of the landlords) are summarized by fiscal year as follows:
Rent expense incurred for the lease of office space, net of any amounts reimbursed to the Council, was $684,734 and
$667,555 for the years ended June 30, 2004 and 2003, respectively.
9. ContingenciesThe Council is involved as a defendant in a litigation matter for which the Council is defending itself vigorously and
believes it has meritorious defenses. Management is unable to determine whether an unfavorable outcome is probable or
remote, and therefore, no meaningful estimate of the amount or range of any potential loss can be made at this time.
Year Ended June 30,2004 2003
Accumulated postretirement benefit obligation $344,415 $355,382 Revaluation of accumulated postretirement benefit obligation - 20,052 Fair value of plan assets - - Unfunded status $344,415 $375,434
Accrued benefit cost recognized in the Statementof Financial Position $343,137 $334,820
Year Ended June 30,2004 2003
Benefit cost $22,328 $22,146 Employer contribution 14,011 17,077 Plan participants’ contributions 4,358 5,889 Benefits paid (18,369) (22,966)
Net periodic postretirement benefit cost $22,328 $22,146
2005 $661,657 2006 726,662 2007 766,152 2008 427,446 2009 127,908 Thereafter 356,569 Total $3,066,394
FIN
ANCI
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Annual Report 2003-2004 | 5554 | Annual Report 2003-2004
Our Supporters,Our Committeesand Our Staff
»
We are profoundly grateful to the many supporters who givegenerously to the Ad Council either through corporate supportor a commitment of time and talent to our committees, and tothe wonderful staff that work tirelessly day after day to ensurethe continuation of the Ad Council’s mission.
The commitment of those listed on the following pages is para-mount to the Ad Council’s ability to effect positive change insociety.
Fiscal AccountabilityThe Ad Council’s management is responsible for all financial statements in this report, which conform to generally
accepted accounting principles in the United States of America. The financial statements on the preceding pages reflect
the financial position and results of the Council for the fiscal year ended June 30, 2004. The financial report includes:
> Statement of Financial Position;
> Statement of Activities;
> Statement of Cash Flows; and
> Notes to Financial Statements
The Ad Council is committed to making the most effective and efficient use of all the resources it receives and fully
discloses in this annual report financial information pertaining to the broad scope of Ad Council programs and activities.
OMB Circular A-133 requires the Ad Council to report billing activities from Federal government-sponsored campaigns.
The Ad Council provides this report as well as other financial information and disclosures as requested to the Department
of Defense-Defense Contract Audit Agency. The Ad Council has engaged PricewaterhouseCoopers LLP as its independent
auditor. PricewaterhouseCoopers’ audit report is presented on page 46.
The Ad Council’s management ensures that an organization-wide internal control structure is in place to provide
reasonable assurances that financial records are reliable and that assets are protected. Annually, the Audit Committee,
a subcommittee of the Finance Committee, appoints independent auditors. The Finance Committee reviews matters
affecting the Ad Council’s financial operation, especially those affecting internal control structure and audits.
PricewaterhouseCoopers has unrestricted access to the committee to discuss the results of their work.
Peggy ConlonPresident & CEO
Arie WeissmanExecutive Vice President& Chief Financial Officer
Annual Report 2003-2004 | 5756 | Annual Report 2003-2004
OFFICERS
ChairJanet L. Robinson* Chief Operating Officer &Executive Vice PresidentThe New York Times Company
Honorary ChairAndrea Alstrup* Corporate Vice President,AdvertisingJohnson & Johnson
Vice ChairJohn J. Dooner Jr.*Chairman & CEOMcCann Worldgroup
Vice ChairJudy L. Hu* General Manager–GlobalAdvertising & BrandingGeneral Electric Company
Vice ChairPhilip I. Kent* Chairman & CEOTurner Broadcasting System, Inc.
President & CEOPeggy Conlon* President & CEOThe Advertising Council, Inc.
SecretaryO. Burtch Drake* President & CEOAmerican Association ofAdvertising Agencies, Inc.
TreasurerRobert D. Liodice* President & CEOAssociation of NationalAdvertisers, Inc.
DIRECTORS
Joseph Abruzzese President, Advertising SalesDiscovery Communications, Inc.
Roger W. Adams Executive Director, Advertising &Corporate MarketingGeneral Motors Corporation
Paul Alexander VP Global AdvertisingCampbell Soup Company
Walter Anderson Chairman & CEOPARADE Publications, Inc.
Ron Askew
Mary Baglivo Worldwide Marketing Director& CEO, New YorkSaatchi & Saatchi Advertising
Robert Barocci President & CEOThe Advertising ResearchFoundation
David Bell* CEO & PresidentThe Interpublic Group ofCompanies
Catherine P. BessantChief Marketing &Communications OfficerBank of America Corporation
Deirdre Bigley* Vice President, WorldwideAdvertising, IBM CorporateMarketingIBM Corporation
Jody Bilney
Carolyn Bivens President & Chief Operating OfficerInitiative Media North America
Cathleen P. Black President, Hearst MagazinesThe Hearst Corporation
Steve Blamer* President & CEOGrey Worldwide North America
Louis Carr* President, Broadcast Advertising SalesBlack Entertainment Television
William Cella* Chairman & CEOMAGNA Global Worldwide
Sean B. Cunningham President & CEOCabletelevision AdvertisingBureau, Inc.
Deborah Dick-Rath Executive Director, Global AdvertisingNovartis Pharmaceuticals
Daniel P. Dillon President & CEOWelch Foods Inc.
Gary M. Elliott Vice President, Global Brand & Marketing CommunicationsHewlett-Packard Company
Daryl Evans Vice President–Advertising &Marketing CommunicationsCingular Wireless
Daisy Exposito-Ulla
Nancy J. Fletcher President & CEO Outdoor Advertising Association of America
Michael Francis Executive Vice President,MarketingTarget Corporation
Martin Franks Executive Vice PresidentCBS Television
Gary R. Fries PresidentRadio Advertising Bureau
Edward O. Fritts President & CEONational Association of Broadcasters
Charles B. Fruit* Chief Marketing OfficerThe Coca-Cola Company
Ann Fudge Chairman & CEOY&R
James Garrity Executive Vice President & Chief Marketing OfficerWachovia Corporation
Susan M. Gianinno* Chairman & CEOPublicis USA
William Gray President, Ogilvy & Mather, New YorkOgilvy & Mather Worldwide
John A. Greco Jr.President & CEODirect Marketing Association, Inc.
James R. Heekin Chairman & CEOEuro RSCG Worldwide
Frederick W. Hill Executive Vice President,Marketing & CommunicationsJPMorgan Chase & Co.
Stephen P. Hills President & General ManagerThe Washington Post
Kaki H. Hinton Vice President, Advertising ServicesPfizer Inc
John Hogan President & CEOClear Channel Radio
Anthony Hopp Chairman, CEOCampbell-Ewald
Richard Hosfield Vice President, AdvertisingGeneral Mills, Inc.
Gordon T. Hughes IIPresident & CEOAmerican Business Media
Andy Jung Sr. Director of Advertising &MediaKellogg Company
Kenneth Kaess* President & CEODDB WorldwideCommunications Group Inc
Jack Kliger President & CEO Hachette Filipacchi Media U.S., Inc.
Katie Lacey Vice President–Colas & Media, Pepsi-Cola North AmericaPepsiCo, Inc.
Stephen M. LacyPresident & Chief Operating Officer Meredith Corporation
Bill Lamar Senior Vice President, U.S. MarketingMcDonald’s Corporation
Andrew J. Langer*Vice ChairmanLowe Worldwide
Edward Lewis Chairman & CEOEssence CommunicationsPartners
Nina B. Link President & CEOMagazine Publishers ofAmerica, Inc.
Wm. Timothy Love President, Global ClientsTBWA Worldwide
Eileen Lynch FVP, Director of Corporate MarketingMerrill Lynch & Company, Inc.
Robert Malcom President, Global Marketing Salesand InnovationDiageo plc
Laura McEwen Vice President, Publishing DirectorThe Reader’s DigestAssociation, Inc.
Wenda Harris Millard Chief Sales OfficerYahoo! Inc.
Craig A. Moon President & PublisherUSA Today
George E. Murphy Senior Vice President, GlobalBrand MarketingDaimlerChrysler
Jon Nesvig President–Sales, Executive VicePresident, Fox Television GroupFOX Broadcasting Company
Edward N. Ney Chair EmeritusY&R
Martin Nisenholtz CEONew York Times Digital
William C. Pate Vice President, Advertising & Public RelationsBellSouth Corporation
Joseph A. Ripp* Vice ChairmanAmerica Online, Inc.
Jim Ritts President & CEO, PRIMEDIATelevisionPRIMEDIA Inc.
F. Stone Roberts President & CEOCarlson & Partners Advertising
Andrew Robertson* President, BBDO Worldwide & President & CEO, BBDO North AmericaBBDO Worldwide
Ray RodriguezPresident & Chief Operating OfficerUnivision Networks
Christopher J. RohrsPresidentTelevision Bureau ofAdvertising, Inc.
Kevin Ryan CEODoubleClick Inc.
Robert Sachs President & CEONational Cable &TelecommunicationsAssociation
Sheryl K. Sandberg Vice President,Global Online Sales & Operation Google Inc.
Scott D. Schulman Senior Vice President, Global Sales & Marketing, The Wall Street JournalDow Jones & Company, Inc.
Alan F. Schultz Chairman, President & CEOValassis
William P. Shaw President, General ManagerSuperstation WGN
Brad Simmons Vice President of Media ServicesUnilever United States, Inc.
Nancy Smith Vice President, Global Media &Sponsorship MarketingAmerican Express Company
BOARD OF DIRECTORS
* Executive Committee
Annual Report 2003-2004 | 5958 | Annual Report 2003-2004
Wallace S. Snyder* President & CEOAmerican AdvertisingFederation
James D. Speros Chief Marketing Officer, USErnst & Young LLP
James R. Stengel Global Marketing OfficerThe Procter & Gamble Company
John F. Sturm President & CEONewspaper Association ofAmerica
Dennis Swanson Executive Vice President & ChiefOperating Officer, ViacomTelevision Stations GroupViacom
Linda Kaplan Thaler CEO & Chief Creative OfficerThe Kaplan Thaler Group, Ltd.
Charles W. Thurston President Comcast Spotlight, Ad SalesComcast CableCommunications, Inc.
Charles H. Townsend President & CEOCondé Nast Publications Inc.
Keith G. Turner President, Sales & MarketingNBC Universal
Heidi Ueberroth Executive Vice President, Global Media Properties andMarketing PartnershipsNational Basketball Association
David Verklin CEO Carat North America
Joan H. Walker Executive Vice President,Corporate Marketing &CommunicationsQwest Communications
Alex Wallau President, ABC Network,Operations & AdministrationABC, Inc.
Nancy Wiese Director, Worldwide BrandMarketing/AdvertisingXerox Corporation
Linda Wolf Chairman & CEOLeo Burnett Worldwide
GRADUATE DIRECTORS
Howard H. Bell AttorneyWiley, Rein & Fielding
Carole Black President & CEOLifetime Television Network
Ave Butensky Former PresidentTelevision Bureau ofAdvertising, Inc.
Gary Chapman Chairman, President & CEOLIN Television Corporation
Donald A. Coleman Chairman & CEOGlobalHue
Catherine Constable
Phil Dusenberry BBDO
Steven T. Florio Vice ChairmanAdvance Magazine Group
Christopher J. Fraleigh General Manager-Buick andPontiac–GMC DivisionsGeneral Motors Corporation
Robert Jeffrey CEOJ. Walter Thompson
Allen Kay Chairman & Chief Creative OfficerKorey Kay & Partners
William T. Kerr Chairman & CEOMeredith Corporation
Jack Klues CEOStarcom MediaVest Group
Douglas W. McCormick Chairman & CEOiVillage Inc.
Stephen A. McNeely
Mary Lou Quinlan CEOJust Ask a Woman
David Ropes PartnerBrandSlam
Dom Rossi Executive Vice President,Corporate SalesThe Reader’s DigestAssociation, Inc.
Michael Sennott
Kimberly Till Worldwide Media andEntertainment GroupMicrosoft Corporation
Alan M. Waxenberg The Hearst Corporation
Robert C. Wright Chairman & CEONBC Universal
CHAIR EMERITI
Herbert M. Baum Chairman, President & CEOThe Dial Corporation
David Bell CEO & PresidentThe Interpublic Group ofCompanies
Reginald K. Brack Jr.Chairman EmeritusTime Inc.
Sanford Buchsbaum ChairmanStevens & Buchsbaum, Inc.
Patricia Carbine PresidentMs. Foundation for Education &Communication
Gregory G. Coleman Executive Vice President,Media and SalesYahoo! Inc.
John H. Costello Executive Vice President,Merchandising and MarketingThe Home Depot, Inc.
John Elliott Jr.Chairman EmeritusOgilvy & Mather Worldwide
Philip H. Geier Jr.Chair EmeritusThe Interpublic Group ofCompanies, Inc.
Philip Guarascio Senior Vice President,Marketing and SalesNational Football League
John P. Kelley
Kay Koplovitz PrincipalKoplovitz & Company, LLC
Alexander S. Kroll
Walter E. Mattson
F. Kent Mitchel
Edward N. Ney Chair EmeritusY&R
James G. Oates President EmeritusLeo Burnett USA, Inc.
Edward T. Reilly President & CEOAmerican ManagementAssociation
James H. Rosenfield PresidentJHR & Associates
Stuart B. Upson DirectorSaatchi & SaatchiAdvertising Worldwide
Robert L. Wehling Senior AdvisorHunt Institute, University ofNorth Carolina
LIFE DIRECTORS
Douglass L. Alligood Senior Vice PresidentBBDO New York
John S. Bowen Chairman Emeritus D’Arcy Masius Benton &Bowles, Inc.
Donald W. Davidson President & CEOTrading Bay LLC
Jerome Feniger Managing DirectorStation RepresentativesAssociation, Inc.
DeWitt F. Helm Jr.
Eugene H. Kummel Chairman EmeritusMcCann Worldgroup
L.W. Lane Jr.
William D. Littleford Chairman EmeritusBPI Communications, Inc.
Leonard S. Matthews Chairman of the BoardMatthews Mark, Inc
William F. May Chairman & CEOThe Statue of Liberty-EllisIsland Foundation, Inc.
Alfred J. Seaman FounderAdvertising EducationalFoundation, Inc.
Carlo Vittorini Chairman EmeritusPARADE Publications
BOARD OF DIRECTORS (continued)
* Executive Committee
Annual Report 2003-2004 | 6160 | Annual Report 2003-2004
CO-CHAIRMEN
Gov. James B. HuntWomble Carlyle Sandridge Rice
Robert L. WehlingSenior AdvisorHunt Institute, University of North Carolina
MEMBERS
Andrea AlstrupCorporate Vice President,AdvertisingJohnson & Johnson
Shay BilchikPresident & CEOChild Welfare League of America
Roy BostockChairman Partnership for a Drug-Free America
Jack CalhounPresident & CEO (former)National Crime Prevention Council
Patricia CarbinePresidentMs. Foundation for Education and Communication
Nancy FellerAssistant Secretary and Associate General CounselThe Ford Foundation
Ellen GalinskyPresidentFamilies and Work Institute
Kati HaycockDirectorThe Education Trust
Judy HuGeneral ManagerGlobal Advertising & BrandingGeneral Electric Company
Janis JacobsVice Provost for UndergraduateEducation and InternationalProgramsPennsylvania State University
Ivan J. JuzangFounder & PresidentMEE Productions, Inc.
Jack KempCo-DirectorEmpower America
Larry KirkmanDeanSchool of Communication, American University
Alex KrollChairman EmeritusY&R
Rick LazioExecutive Vice President, Global Government Relations and Public PolicyJPMorgan Chase & Co.
Rick MartinezMedical Director, CorporateContributions & CommunityRelations and Director of Latin American ContributionsJohnson & Johnson
David MorseVice President for CommunicationsThe Robert Wood Johnson Foundation
Ed NeyChairman EmeritusY&R
Brian O’ConnellProfessor of Public ServiceUniversity College of Citizenship and Public Service,Tufts University
Herbert PardesPresident & CEONew York-Presbyterian Hospital
Clarence PearsonSenior AdvisorWorld Health Organization
Lois QuamCEOOvations
Allan RosenfieldDeanMailman School of Public Health,Columbia University
Ian RoweVice PresidentStrategic Partnership & Public AffairsMTV Networks
Mary Beth SalernoPresidentAmerican Express Foundation
Jorge Reina SchementCo-Director, Institute forInformation PolicyCollege of CommunicationsPennsylvania State
David SkaggsExecutive Director, Center forDemocracy and CitizenshipCouncil for Excellence inGovernment
C. Charles StokesPresident & CEOThe CDC Foundation
Roberto SuroDirectorPew Hispanic Center
Advisory Committee on Public Issues
TEAM 1
CHAIRPERSON: Andrew Langer Vice Chairman Lowe Worldwide
Jon Bond Co-ChairmanKirshenbaum Bond & Partners
Frank GinsbergChairman, CEO & Creative DirectorAvrett, Free & Ginsberg, Inc.
Mark GonzalezCreative DirectorThe Bravo Group
Valerie GravesConsultant
Andy HirschPartner & Executive Creative DirectorMerkley Newman Harty
J.J. JordanCEO & Creative DirectorBranding Iron
Joyce King-ThomasExecutive Vice President, Chief Creative OfficerMcCann Erickson, New York
Bob KupermanChairman, CEODDB Worldwide
Steve LandsbergExecutive Vice President, Group Creative DirectorSaatchi & Saatchi, NY
Bill LudwigVice Chairman & Chief Creative OfficerCampbell-Ewald
Randy SaittaPartner & Executive Creative DirectorMerkley Newman Harty
Emily SoellVice Chairman & Chief Creative OfficerDraft Worldwide
Mark TutsselVice Chairman &Deputy Chief Creative OfficerLeo Burnett
HISPANIC
CHAIRPERSON: Daisy Exposito
Mark Gonzalez Creative DirectorThe Bravo Group
Jesus MartinCreative DirectorThe Bravo Group
Paco OlavarrietaCreative PartnerOLE
Roberto PedrosoAssociate Creative DirectorRodriguez Mejer Advertising
Harold TrompeteroGroup Creative DirectorSiboney
Manny VidalPartner/CEOThe Vidal Partnership
Campaign Review Committee
The Advisory Committee on Public Issues plays an instrumental role in shaping the direction of the Ad Council’s commitment to
children and helps the Ad Council identify and evaluate significant public issues as potential new campaigns. The committee also
reviews Ad Council campaigns to ensure that the issues they address are a national priority and are neither commercial nor political.
The Advisory Committee is comprised of leaders from business, labor, minority affairs, medicine, law, foundations and academia.
The Campaign Review Committee (CRC) was established during the 1950s to ensure effective advertising. The CRC, comprised
of some of the best creative talent from the American advertising community, reviews and critiques campaigns at every stage of devel-
opment. All campaign strategies and creative elements must receive CRC approval prior to production.
Team 2
CHAIRPERSON: Nina DiSesaChairmanMcCann Erickson New York
David AltschillerPartnerAltschiller Associates, LLC
Rob BaioccoExecutive Creative DirectorGrey Worldwide
Arthur BijurPresident & Executive Creative DirectorCliff Freeman and Partners
James CaporimoExecutive Vice President,Executive Creative DirectorY&R, New York
Jim FergusonChairman & Executive Creative DirectorTemerlin McClain
David FowlerExecutive Creative DirectorOgilvy & Mather, New York
Cindy GallopPresidentBartle Bogle Hegarty
Susan GianinnoChairman & CEOPublicis USA
Dean HacohenEVP, Executive Creative DirectorLowe Worldwide
Desmond HallCreative DirectorSpike/DDB
Allen KayChairman, Chief Creative Officer Korey, Kay & Partners
Paul KurnitPresidentKurnit Communications &Kidshop
Janet LyonsExecutive Vice President, Senior Creative DirectorBBDO Worldwide
John Nieman
Allen RosenshineChairman, CEOBBDO Worldwide
Rob SlosbergPartner, Creative DirectorVogt Goldstein
Media Steering Committee
Joseph Abruzzese President, Advertising SalesDiscovery Networks
Louis Carr President, Broadcast Media SalesBlack Entertainment Television
Dave Cassaro Senior Executive Vice President, Sales and DistributionE! Networks
Hank Close EVP Advertising SalesComedy Central
Greg D’AlbaCOO CNN Sales and MarketingTurner Broadcasting
Edward Erhardt President of ESPN ABC Sports,Customer Marketing SalesESPN ABC Sports
Ron FurmanExecutive VP Network Sales and MarketingUnivision Communications, Inc.
Whitney Goit, II Executive Vice PresidentA&E Television Networks
Philip I. Kent Chairman & CEOTurner Broadcasting System Inc.
Lou LaTorrePresident of Ad SalesFOX Cable Networks
David LevyPresident of Entertainment Group Sales and MarketingPresident of Turner SportsTurner Broadcasting Sales, Inc.
Steve MandalaExecutive Vice President SalesTelemundo Network Group LLC
Arlene ManosPresident, National Advertising SalesRainbow Media Enterprises
Michael MandelkerExecutive Vice President, Network SalesUPN Network
Bill MorningstarExecutive Vice President Media SalesThe WB Television Network
Jon NesvigPresident, SalesFOX Broadcasting Company
Lynn PicardGeneral Manager of Lifetime NetworkLifetime Television Network
Paul RittenbergSenior VP Ad SalesFox News Channel
Michael RosenSenior Vice President of Media and Advertising SalesBloomberg LP
Mike ShawPresident, Sales and MarketingABC Television Network
Guy SousaEVP Ad SalesFOX Cable Sports
Charlie ThurstonPresident-Comcast SpotlightComcast Cable Communications, Inc.
Keith G. Turner President, Sales & MarketingNBC Television Network
Outdoor Steering Committee
Tony Alwin SVP of CreativeClear Channel Outdoor
Nancy FletcherPresident & CEOOAAA
Jodi SeneseEVP, MarketingViacom Outdoor
Tom TeepellCMOLamar Advertising
Jean-Luc DecauxCo-Chief Executive OfficerJDecauxe
Michael ParsonsNational Creative DirectorFairway Outdoor Advertising
Media and Outdoor Steering Committees Research Committee
CO-CHAIR
Philip HerrSenior Vice President Millward Brown, Inc.
MEMBERS
Lauren BlockAssociate Professor of MarketingZicklin School of Business,Baruch College
Sheri BretanSenior Vice President, Managing DirectorElrick & Lavidge
Joan ChiaramonteConsultantStrategic Planning &Qualitative Research
Julia Coffman ConsultantHarvard Family ResearchProject
Bill CookSenior Vice President of ResearchAdvertising ResearchFoundation
George de JagerSenior Research ConsultantThe Gallup Organization
Diane Denesowicz Senior Partner, Group DirectorMindshare
James DoniusPresident Marketplace MeasurementWorldwide
Allison FineFounder & PresidentInnovation Network
Marianne FoleyVice President/Strategic Officer MCRHarris Interactive
Meryl FreemanMad Dogs and Englishmen
Rob FrydlewiczVice President, Research DirectorCarat USA
Judy HarriganPresidentHarrigan-Bodick, Inc.
Harry HellerPresident Research Consulting Agency
Ken HollanderDirector of Global StrategyDDB Worldwide
Steve JaggerSenior Vice PresidentMSW Research
Tara JethwaniSenior Project DirectorLightspeed Research
Jean Johnson Senior Vice President and Director of ProgramsPublic Agenda
Gerry LukemanChairman EmeritusIPSOS-ASI
Larry MockPresident, Marketing andStrategic Development Marketing On ConsumerKnowledge
Rukhshana MotiwalaSenior Vice PresidentNOPWorld
Jean O’NeilDirector, Research and PolicyNational Crime Prevention Council
Carol PanzerConsultant
Sandy RadoffPresidentS. Radoff Associates LLC
Larry SklarDirector of ResearchTime Warner City Cable
Jim SpaethFounding PartnerSequent Partners
Hal SpielmanCEOMSW Research
Peter StisserSenior Vice President, Group Planning DirectorSaatchi & Saatchi
Vijay TalluriAssociate Research DirectorAdvertising ResearchFoundation
Annual Report 2003-2004 | 6362 | Annual Report 2003-2004
EXECUTIVE STAFF
Peggy Conlon President & CEO
Arie Weissman Executive Vice President, Chief Financial Officer
Timothy Davis Executive Vice President, Media
Barbara Leshinsky Executive Vice President,Development
Priscilla Natkins Executive Vice President, Director of Client Services
Paula Veale Executive Vice President,Corporate Communications
SENIOR STAFF
Heidi Arthur Senior Vice President, Group Campaign Director
Kathleen Crosby Senior Vice President, Group Campaign Director
Kate Emanuel Senior Vice President, Non-Profit & Government Affairs
Donna Feiner Senior Vice President, Campaign Outreach Initiatives
Danielle Linet Senior Vice President, Creative Services and Distribution
George Perlov Senior Vice President, Planning,Research & Measurement
Barbara Shimaitis Senior Vice President, Interactive Services
Alan Zipkin Senior Vice President, Controller
STAFF
Bibi Alli Client Accounting Manager
Kelly Apostolidis Director of National Accounts–Media
Julayne Austin Manager, Interactive Services
James Baumann Vice President, Media
Rosa Black Office Manager
John Boal Director of Affiliate Relations,Western Region, Media
Jennifer Borkowski Media Database Assistant
Regina Bradley Vice President, Director of Human Resources
Hollis Calhoun Campaign Director
Jessica Chaikin Manager of Special Events
Erik Charlot Graphic Designer
Stephanie Christopher Development Manager
Eric Cole Art Director
Cristina Cornejo Campaign Management Assistant
Beth Costiglio Corporate CommunicationsManager
Elizabeth Cummings Assistant Manager, Media
Debra D’Angelo Vice President, Print Production
Tracy Della Torre Assistant Campaign Manager
Roseann Dimurro Database & Customer ServiceCoordinator
Katherine Dumbrys Online Media Coordinator
Leith El-Hassan Director of Operations–Media
Ellyn Fisher Corporate CommunicationsDirector
Jennifer Flax Vice President, Development
Anthony Foleno Director of Research
Patty Goldman Director of Research
Diana Gonzalez Vice President, AssistantController
Cecilia Granda Assistant Campaign Manager
Kristin Hajinlian Assistant Campaign Manager
Michelle Hillman Senior Campaign Director
Carla Horrilleno Assistant Campaign Manager
Angela Hui Interactive Media Manager
Sarah Humm Director of Distribution Services
Nicole Husband Director of Affiliate Relations Southeast Region, Media
Helena Judge Campaign Biller
Staff
Annual Report 2003-2004 | 6564 | Annual Report 2003-2004
Rebecca Kastin Traffic Coordinator
Patti Kole Executive Assistant
Deborah Leiter Vice President, Campaign Director
Danna Lombardi Manager, Non-Profit &Government Affairs
Nixie Matthews Staff Accountant
Stacey McArdle Director of Development
Kelly McBride Broadcast Editor
Lydia Metallo Broadcast Manager
Wendy Moniz Vice President, Campaign Director
Randy Moore Director of National Accounts - Media
Michael Morero Manager, Information Systems
Susan Murphy-Jacobsen Vice President, Corporate Communications
Kate Nammacher Associate Research Manager
Sarah Oltman Development Associate
Melissa Otero Campaign Manager
Leslie Pankowski Vice President, Media Measurement
Meredith Perkins Assistant Campaign Manager
Somoy Porteous Accounts Payable Clerk
Christina Pugh Director of Affiliate Relations,Eastern Region, Media
Sean Quigley Manager of Operations - Media
Rebecca Roban Vice President, CampaignDirector
Eugene Ross Campaign Biller
Emily Roufakis Staff Accountant
Amanda Samponaro Assistant Campaign Manager
Penny Schildkraut Vice President, Campaign Director
Anthony Signorelli Campaign Manager
Blake Smith Campaign Manager
Keri Speros Assistant Campaign Manager
Heather Sponnoble Manager, Media Monitoring & Measurement
Carlos Then Database Administrator
Kathryn VanLangen Campaign Manager
Karen Volkman Androphy Director of Affiliate Relations,Central Region, Media
Christina Vu Assistant Campaign Manager
Anne Wagner Manager, Media Measurementand Analysis
Jamin Warren Assistant Campaign Manager
The Advertising Council, Inc.261 Madison Avenue, 11th FloorNew York, NY 10016T 212-922-1500F 212-922-1676
www.adcouncil.orgemail: [email protected]
1203 19th Street, NW 4th FloorWashington, DC 20036T 202-331-3152F 202-331-9790
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