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File Electuring Adver
The Advertising Council inc
request for quotefrom
HRC N: Commitment
Eva Kasten
Executive Vice President
April 24, 1995
2000 Inteative of
Ms. Margaret A. Williams
Advertising Ctuncel
Assistant to the President
to be released in
and Chief of Staff to the First Lady
press materials
The White House, West Wing
Washington, DC 20500
Dear Maggie:
I am writing to request you assistance in securing a quote from the First Lady endorsing the
Advertising Council's new initiative Commitment 2000: Raising a Better Tomorrow. We
would be honored if the First Lady would reference this new direction when she addresses the
Washington Conference on May 8, 1995.
This new initiative will be unveiled on May 15, 1995 with the Ad Council's Board of Directors at
a New York press conference. We will announce that, effective immediately, The Advertising
Council will grow aggressively to focus more resources to directly benefit the health and well-
being of America's youth (0-21). We would like to include the quote in the press materials
issued in conjunction with this press event therefore if we could receive a quote by May 4, it
would be helpful.
As part of Commitment 2000, the Council will develop multiple, multi-year public service
advertising campaigns focused on providing Americans with specific action steps and preventive
measures to improve the lives of children and youth living in this country. Commitment
campaigns will address many different social issues ranging from healthcare and education to
family and community concerns.
I have attached some background information on the Council that may prove useful when the
speech-writer drafts the First Lady's remarks for May 8. I have also included a draft of a quote;
this is only meant to give you an idea of the type of language we are looking for. Rest assured, I
will be happy to address any needs you may have to make this a most enjoyable and successful
event for the First Lady.
Maggie, it was nice to see you last week. I understand we are on-hold with the Stop Teen
Pregnancy campaign until some decisions are made regarding the brochure. I would be happy to
work with you and the team to resolve these issues. Let me know if I can provide any assistance.
Sincerely,
Eva Kasten
cc:
Lisa Caputo, Deputy Assistant to the President and Press Secretary
1233 20th Street, N.W. Washington, D.C. 20036
202/331-9153
Fax: 202/331-9790
261 Madison Avenue, New York, New York 10016
212/922-1500
Fax: 212/922-1676
Council
The Advertising Council inc
Suggested Quote
"I commend the Ad Council's efforts to help our country's most precious resource: our children.
Commitment 2000: Raising a Better Tomorrow will amplify the soft cries of our youth and help
motivate adults to act on their behalf. The Council's commitment is about enabling youth to
realize their full potential, and that's something we all care about."
The Advertising Council inc
The Advertising Council, Inc.
Background Information
The Advertising Council is the largest provider of public service advertising programs in the United
States. The Council is credited with creating the category of public service advertising over 53 years
ago.
Last year, the media in this country donated over $600 million in free time and space to the Council's
public service campaigns. These generous contributions make the Council one of the top twenty-five
advertisers in the country.
Next week, (May 15), the Ad Council's Board of Directors will announce a major new initiative that
will guide the organization's work well into the next century. The initiative, titled Commitment 2000:
Raising a Better Tomorrow., Effectively immediately, all campaigns accepted by the Ad Council's
Board of Directors will focus on benefiting the health and well-being of America's youth (ages 0-21).
As part of Commitment 2000, the Council will develop multiple, multi-year public service campaigns
all focused on providing Americans with specific action steps and preventive measures to improve the
lives of children and youth living in this country. Commitment campaigns will address many different
social issues ranging from healthcare and education to family and community concerns.
While many of the Council's messages have become a part of the American vernacular, including Take
a Bite Out of Crime, Friends Don't Let Friends Drive Drunk, A Mind is a Terrible Thing to Waste
and Remember Only You Can Prevent Forest Fires they have also produced measurable results.
This year's crime prevention PSA featuring President Clinton received a record number of responses with
67,000 calls to the toll-free hotline 1-800-WE-PREVENT.
Our safety belt education campaign, featuring crashdummies Vince and Larry, has helped bring motor
vehicle crash deaths to the lowest level in 30 years. Safety Belt usage is credited with saving over 40,000
lives since it began in 1983.
Smokey Bear, an American icon, celebrated his 50th birthday last year. Since the start of this campaign,
the acreage of public lands lost to wildfires has decreased by over 80 percent despite the fact 14 times as
many people visit our national forests now than in the 1940's.
In the 22 years since our campaign for the United Negro College Fund was launched, close to 1 billion
dollars has been raised and provided to UNCF colleges. Close to 150,000 students have graduated thanks
to UNCF funding.
January - December 1993
Network/Spot TV 13%
Outdoor 13%
Transit 1%
Making Our Nation
Print & Other
Media 3%
Safer
For more information, write Public Service Ads, National Crime Prevention
Council, 1700 K Street, NW, Second Floor, Washington DC 20006-3817.
The Advertising Council, Inc., is the nation's premier
public service communications group, marshaling the
Ad
talents of top-flight advertising firms on a volunteer
h
e
basis to encourage local action across the nation on
Council
important social issues. For the National Citizens'
Crime Prevention Campaign, Saatchi & Saatchi provides
help with general market advertising; Vidal, Reynardus & Moya produces
impact
Spanish-language advertising.
of
Publication Funded by
Public
Bureau of Justice Assistance
Service
Office of Justice Programs
U.S. Department of Justice
The Bureau of Justice Assistance, Office of Justice Programs, U.S.
Advertising
Department of Justice is the core funder for the National Citizens'
Crime Prevention Campaign and a major partner in the campaign.
The National Crime Prevention Council, a private nonprofit
Cable TV 18%
organization, manages the day-to-day work of the Crime
Prevention Coalition and the National Citizens' Crime
Prevention Campaign, including McGruff the Crime Dog®
Radio 52%
and the Take A Bite Out Of Crime slogan.
This publication was funded under Cooperative Agreement 92-DD-CX-K022
between the National Crime Prevention Council and the Bureau of Justice
Total Donated Media Value $49,904,000
Assistance, Office of Justice Programs, U.S. Department of Justice. 12/94
The National Citizens' Crime Prevention Campaign
Public Service Advertising Changes Attitudes, Generates Preventive Action
In 1980, the National Citizens' Crime Prevention Campaign was
The first national independent evaluation
launched to motivate individuals to take personal and commu-
(1980-1982) by University of Denver of the
nity actions to prevent crime. Public service advertising was
initial public service advertising documented
Total Requests 228,346
coupled with educational materials and training to
among other findings that
Spanish Language
5,622
help local communities and statewide networks
More than half of adults recognized the
as well as individuals in these efforts. McGruff
1-800-727-UNETE
General Market
McGruff character and his action messages
the Crime Dog® and the "Take A Bite Out Of
1-800-WE-PREVENT
after less than two years.
Crime" slogan were created as the
69,098
campaign's trademarks.
One in four of those who saw the public
service ads had taken some preventive action
Today, this campaign is a thriving, effective
because of the messages.
1-800-727
blend of communications and action
La Lucha Contra Crimen
initiatives that has reached better than 80
The second national independent
PREVENT
percent of Americans. Key partners in
evaluation (1990-1992) conducted by
the campaign include the Crime
the University of Wisconsin showed that
Prevention Coalition (more than 120
Better than four out of five adults recalled
national, federal, and state organiza-
having seen the McGruff public service
Children's Market
tions), the Advertising Council, Inc.,
messages (PSAs). Half of adults recalled
Scruff and McGruff
the U.S. Department of Justice
the current anti-violence messages.
(Office of Justice Programs, Bureau
153,626
of Justice Assistance), and the
One third who had seen the PSAs had learned
National Crime Prevention Council.
from them; one fifth who had seen them had taken
preventive actions. This translates to a benefit/cost ratio
McGruff
Public service advertising depends
of 2.2 cents for each person who learned from the PSAs
Chicago,
on the nation's mass communica-
60652
and 2.9 cents for each person who took action.
tions media to donate valuable
print space and air time to convey
Almost half reported feeling more personally responsible for
messages about issues of vital
preventing crime; slightly more than half said they had become more
importance. The National Citizens'
concerned about the crime problem.
Crime Prevention Campaign generates
A substantial majority said the PSAs were effective in increasing their
nearly $100 worth of donated advertis-
own crime prevention awareness (70 percent) and children's awareness
ing for every $1 spent in developing and
of crime prevention (90 percent). Children's and adults' awareness of
distributing its ads (in addition to the
drug abuse prevention had also increased (88 and 90 percent respectively).
The public
value of the donated services of the
service ads
partner advertising agencies). Since
The PSAs were particularly effective in reaching parents with children at
1980, the campaign has garnered more
home; less-educated, lower-income citizens; women; and African Americans.
generated
these requests
than $500 million worth of advertising.
Both of these evaluations were funded by the U.S. Department of Justice.
in just one
*The Social Impact of the National Citizens' Crime Prevention Campaign published by the Bureau of
year (Fiscal
Justice Assistance, Office of Justice Programs, U.S. Department of Justice, November 1993.
Year 1994).
R
The Advertising Council, Inc.
FACT SHEET
WHO WE ARE
Since 1942, the Ad Council has been the leading producer of public
service advertising. You may not know us by name, but you do know
our messages. We "Take a Bite Out of Crime." We tell you to "Buckle
Your Safety Belt" and that "Friends Don't Let Friends Drive Drunk." We
are The Advertising Council. a private. non-profit organization of
volunteers who conduct advertising campaigns for the public good.
HOW WE OPERATE
Over 400 requests for campaign support are received annually. For a
campaign to be selected it must be non-commercial, non-
denominational, non-political; national in scope, yet of concem to all
communities: proposed by an accredited organization (if the purpose is
to raise funds): conducive to effective advertising; applicable to all
Americans: and of significant importance.
When a campaign is accepted by our Board of Directors and major
committees, a volunteer advertising agency and a volunteer campaign
coordinator (a corporate advertising. communications. or public affairs
executive) oversee its development. The client organization and an Ad
Council campaign manager are also involved to ensure that the thrust
of the advertising is geared toward the solution of the problem being
addressed. The ads are then prepared and distributed by the Ad
Council to all major media, which contribute their time and space to
our messages.
WHAT WE ACCOMPLISH
The Advertising Council generates more that $600 million worth of
media time and space for public service advertising each year from
22,000 different media outlets who print. broadcast, or display our
messages.
This performance has generated strong, measurable results for the
causes we serve. Our campaigns have helped to save lives and
resources, to educate the American public about issues and concerns of
the day and to make America a smarter and healthier country to live in.
As our reach extends. our ability to help more causes and more people
is enhanced.
The Advertising Council inc
The Advertising Council, Inc.
Background Information
The Advertising Council is the largest provider of public service advertising programs in the United
States. The Council is credited with creating the category of public service advertising over 53 years
ago.
Last year, the media in this country donated over $600 million in free time and space to the Council's
public service campaigns. These generous contributions make the Council one of the top twenty-five
advertisers in the country.
Next week, (May 15), the Ad Council's Board of Directors will announce a major new initiative that
will guide the organization's work well into the next century. The initiative, titled Commitment 2000:
Raising a Better Tomorrow., Effectively immediately, all campaigns accepted by the Ad Council's
Board of Directors will focus on benefiting the health and well-being of America's youth (ages 0-21).
As part of Commitment 2000, the Council will develop multiple, multi-year public service campaigns
all focused on providing Americans with specific action steps and preventive measures to improve the
lives of children and youth living in this country. Commitment campaigns will address many different
social issues ranging from healthcare and education to family and community concerns.
While many of the Council's messages have become a part of the American vernacular, including Take
a Bite Out of Crime, Friends Don't Let Friends Drive Drunk, A Mind is a Terrible Thing to Waste
and Remember Only You Can Prevent Forest Fires they have also produced measurable results.
This year's crime prevention PSA featuring President Clinton received a record number of responses with
67,000 calls to the toll-free hotline 1-800-WE-PREVENT.
Our safety belt education campaign, featuring crashdummies Vince and Larry, has helped bring motor
vehicle crash deaths to the lowest level in 30 years. Safety Belt usage is credited with saving over 40,000
lives since it began in 1983.
Smokey Bear, an American icon, celebrated his 50th birthday last year. Since the start of this campaign,
the acreage of public lands lost to wildfires has decreased by over 80 percent despite the fact 14 times as
many people visit our national forests now than in the 1940's.
In the 22 years since our campaign for the United Negro College Fund was launched, close to 1 billion
dollars has been raised and provided to UNCF colleges. Close to 150,000 students have graduated thanks
to UNCF funding.
The Public Service
Advertising
Ad
Bulletin
Council
MAY - JUNE 1995
NO. 151
Ad Council Reports on the Most Popular
Print Campaigns of 1994
I
n 1994, the following Ad Council campaigns were most heavily
4. Infant Immunization. Newspapers are helping to educate their
supported by donated newspaper and magazine space across
readers on the importance of immunizing their children.
the country.
Crime Prevention. McGruff and his crime prevention tips are
well known to newspaper readers.
Newspaper
5. Domestic Violence. Newspapers have been reminding people
1. Buy Recycled. Newspapers across the country are
that "there's no excuse for domestic violence" for
helping to trumpet the "Buy Recycled and Save" message.
almost a year.
2. Forest Fire Prevention. After more than 50 years,
Smokey Bear remains a favorite of newspapers.
Consumer Magazines
3. Earth Share. Newspapers have responded to
1. Buy Recycled. Magazines are also doing their
readers' increasing environmental concerns by
part to convince Americans to buy products made from
FORTY-TWO
PERCENT OF
WOMEN
running these PSAs that tell people what they can
ARE
HILLED
BY
THE
SAME
MAN
recycled materials.
do to help.
(Continued on page 3)
Thanks to You
Ivan New has put our
action kits that explain how they can help
T
he media's support of the Ad Council
too of fires.
prevent domestic violence.
really makes a difference. Thanks to the
He's of
Head Start. More than 12,000
generous donation of media time and space,
firefighter-
Give kids someone 10 upto and
your perspective will change
callers to the Head Start hotline have
the Ad Council can report the following results:
he's a teacher But to the
been put in touch with local Head Start
kids he's reached, he's a hero.
Ad
Appreciating the Arts & Humanities.
A TEACHER. BE A HERO.
sites where they can volunteer.
Since this campaign began in 1993, more
TEACH
Infant Immunization. About 2,500 people per month call the
than 108,000 people have received information
hotline to get more information about immunization.
on exploring the arts and humanities in their own communities.
Junior Achievement. This campaign generated 16,000 calls
Crime Prevention. More than 100,000 Scruff Activity Books
to its toll-free hotline and recruited 1,600 new elementary school
have been requested through the use of the advertising in 1994.
volunteers in less than a year.
Additionally, in the first six months that the PSA with President
Organ & Tissue Donation. Since this campaign was
Clinton aired, 45,000 people called the crime prevention hotline
launched in July 1994, almost 20,000 people have requested
requesting more information on how to stop crime and violence
information on organ and tissue donation.
in their communities.
Recruiting New Teachers. More than 941,000 people have
Domestic Violence Prevention. Since this campaign was
called the campaign's hotline since 1988. More importantly, more
launched in July 1994, more than 27,000 people have requested
than 60,000 of those callers have become teachers.
Clinton Presidential Records
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Clinton Presidential Records
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This is not a presidential record. This is used as an administrative
marker by the William J. Clinton Presidential Library Staff.
This marker identifies the place of a publication.
Publications have not been scanned in their entirety for the purpose
of digitization. To see the full publication please search online or
visit the Clinton Presidential Library's Research Room.