Ask the Scholar
Document scope · 1 page
Scholar
Ask about this object, its catalog metadata, its source description, or the page inventory.
For page-specific OCR and visual context, open one of the page chats.
Scholar Source Context
Document identity
localId
55031085
label
Advertising Council, The re: Children
core
doc
dtoType
document
citationUrl
pageCount
1
Source metadata
id
55031085
sourceUrl
contentType
document
title
Advertising Council, The re: Children
citationUrl
collections
Records of the First Lady's Office (Clinton Administration)
Melanne Verveer's Subject Files
imageCount
1
hasImages
yes
source
import
hasTranscription
no
Source extras
naId
55031085
levelOfDescription
fileUnit
otherTitles
2068127-20130534S-049-006-2022
recordType
description
ocrSource
nara-archive
Single page context
seq
1
pageIndex
0
type
document
mediaId
b4915c19d1812e78
ocrText
PHOTOCOPY
HRC HANDWRITING
The Advertising Co
Hillary-
\
Eva Kasten
Senior Vice President
Director, Washington Office
This may be an
February 9, 1993
opportunity with
pursenting PIS adorse
pad yes
Mrs. Hillary Rodham Clinton
Office of the First Lady
The White House
Washington, D.C. 20500
Dear Mrs. Clinton:
I am writing with admiration and respect for your personal and professional
involvement with our nation's most pressing issues. The Ad Council too is focused
on addressing many of the same critical issues, through public service
objectives on these issues.
communications. I am writing with the hope that we can help you to meet your
As you may know, the Advertising Council is a non-profit organization of volunteer
corporate executives and communication industry experts dedicated to applying
their expertise to national social concerns. This year we are likely to result in over
$400 million of media time and space being donated to our Federal government.
We wish to work with the Administration to prioritize the social issues we address
through these donated resources and work with you to maximize the potential social
impact, specifically with regard to health issues, immunization and/or other areas of
personal interest.
Let me give you some background:
1. The Advertising Council is the oldest and largest distributor of public
service advertising. The Advertising Council was organized in 1942. If the
media donated to the roughly 30 campaigns conducted by the Advertising
Council had to be paid for last year, it would have cost well over $1 billion.
That made the Advertising Council the fifth largest advertiser in the United
States. Since its inception, we estimate the value of media donations to
exceed $20 billion. That excludes the value for donated marketing and
advertising agency services.
2. The Advertising Council represents the spirit and essence of public service,
volunteerism and private sector initiative often upheld by you and your
husband. The Advertising Council is a non-profit organization with no
direct Federal funding. We leverage an operating budget of roughly $3.7
1730 Rhode Island Avenue N.W. Washington, D.C. 20036
Ad
202/331-9153
Fax: 202/331-9790
New York / Chicago
Council
The Advertising Council inc
Eva Kasten
Senior Vice President
Director, Washington Office
February 9, 1993
Mrs. Hillary Rodham Clinton
Office of the First Lady
The White House
Washington, D.C. 20500
Dear Mrs. Clinton:
I am writing with admiration and respect for your personal and professional
involvement with our nation's most pressing issues. The Ad Council too is focused
on addressing many of the same critical issues, through public service
communications. I am writing with the hope that we can help you to meet your
objectives on these issues.
As you may know, the Advertising Council is a non-profit organization of volunteer
corporate executives and communication industry experts dedicated to applying
their expertise to national social concerns. This year we are likely to result in over
$400 million of media time and space being donated to our Federal government.
We wish to work with the Administration to prioritize the social issues we address
through these donated resources and work with you to maximize the potential social
impact, specifically with regard to health issues, immunization and/or other areas of
personal interest.
Let me give you some background:
1. The Advertising Council is the oldest and largest distributor of public
service advertising. The Advertising Council was organized in 1942. If the
media donated to the roughly 30 campaigns conducted by the Advertising
Council had to be paid for last year, it would have cost well over $1 billion.
That made the Advertising Council the fifth largest advertiser in the United
States. Since its inception, we estimate the value of media donations to
exceed $20 billion. That excludes the value for donated marketing and
advertising agency services.
2. The Advertising Council represents the spirit and essence of public service,
volunteerism and private sector initiative often upheld by you and your
husband. The Advertising Council is a non-profit organization with no
direct Federal funding. We leverage an operating budget of roughly $3.7
Ad
1730 Rhode Island Avenue N.W. Washington, D.C. 20036
202/331-9153
Fax: 202/331-9790
New York / Chicago
Council
The Advertising Council inc
Mrs. Hillary Rodham Clinton
February 9, 1993
Page Two
million to $1 billion of donated media. The advertising messages are all
strictly reviewed and developed to be for the public good.
3. The Advertising Council's relationship with the government is a old and
strong one. We were originally called the War Advertising Council with
office space at the U.S. War Department. We did campaigns such as
"Loose Lips Sink Ships," for war bonds and for victory gardens.
The relationship with the Federal government has been maintained. Last
year $457 million of media was donated to Advertising Council campaigns
sponsored by Federal agencies (see enclosed list). Presumably, we thus
enabled our government to communicate public service messages at very
little taxpayer expense. At a time of large budget deficits, it's hard to
imagine that this could have happened without the Advertising Council.
4. We have empowered any number of non-profit groups which you no doubt
believe in and/or support. We have donated time and services to:
The Environmental Defense Fund
American Foundation for AIDS Research (AMFAR)
The United Negro College Fund
Convenant House
Peace Corps
The Independent Sector
National Committee for the Prevention of Child Abuse
National Council on Alcoholism and Drug Dependency
and many others
5. The Advertising Council is extensively involved in social issues of priority
to this Administration and country: our children and health, to name just
a few areas.
Children: The Advertising Council recently made a ten year commitment
to aiding children living in poverty. We started with a campaign to raise the
awareness of the problem and existing programmatic solutions. (See
attached piece on "Good Morning America" interview.) Now, we also have
efforts underway to recruit Head Start volunteers and ensure timely
immunizations. (A contract with the Center for Disease Control is
currently pending on the latter. As with all Ad Council campaigns, a
sponsor covers the out-of-pocket expenses on a campaign; primarily
production and distribution costs).
Health: We are proud of our early and consistent commitment to anti-drug
messages. Roughly $480 million has been donated to anti-drug campaigns
since we initiated the work in the 1970's. Our current work includes anti-
drug messages for the National Crime Prevention Council and National
Institute on Drug Abuse at Health and Human Services.
The Advertising Council inc
Mrs. Hillary Rodham Clinton
February 9, 1993
Page Three
Additionally, we have campaigns to prevent child abuse and teenage
alcoholism, to promote pre-natal care, to encourage breast exams among
older women, and to discourage drinking and driving.
We have also recruited nurses, encouraged testing for colon cancer, asked
people to "eat lean," and encouraged testing homes for radon, to name just
a few campaigns.
I have enclosed some tear sheets from last week's New York Times. Perhaps these
examples are the best way to demonstrate who we are.
We look forward to working with you and helping to address the Administration's
social priorities.
Cordially,
Eu Kote
Enclosures
THE ADVERTISING COUNCIL'S GOVERNMENT CAMPAIGNS
AGENCY AS CAMPAIGN SPONSOR
CAMPAIGNS OBJECTIVES
MEDIA DONATIONS
(Millions)
DEPARTMENT OF AGRICULTURE
1991
1990
1989
1.
FOOD AND NUTRITION SERVICE,
FOOD STAMP INFORMATION PROGRAM (1988)
-0-
$ 0.3
$29.2
FOOD AND CONSUMER SERVICES
Encourage food stamp recipients to seek
information on nutrition and health at
their local food stamp offices.
2.
FOREST SERVICE
PREVENT FOREST FIRES (1942)
$41.0
$50.1
$13.1
Stress that man is responsible for doing
tremendous damage to our forests.
DEPARTMENT OF COMMERCE
3.
BUREAU OF THE CENSUS
ANSWER THE CENSUS (1950)
-0-
$68.3
-0-
Encourages the U.S. citizens to partici-
pate in the Census.
DEPARTMENT OF DEFENSE
4.
FEDERAL VOTER ASSISTANCE
VOTE CAMPAIGN (1973)
-0-
$ 2.6
-0-
PROGRAM
The Advertising Council inc
AGENCY AS CAMPAIGN SPONSOR
CAMPAIGNS OBJECTIVES
MEDIA DONATIONS
(Millions)
1991
1990
1989
5.
NATIONAL COMMITTEE FOR
EMPLOYER SUPPORT OF THE GUARD
$55.4
$48.7
$39.1
EMPLOYER SUPPORT OF THE
AND RESERVE (1973)
GUARD AND RESERVE
Communicates to employers the
importance of giving time off to
employees in the National Guard
and Reserve.
DEPARTMENT OF ENERGY
6.
PUBLIC AFFAIRS OFFICE
Energy Conservation (1990)
$26.7
$36.5
n/a
Communicates ways for car drivers
to use gasoline more efficiently.
DEPARTMENT OF HEALTH AND
HUMAN SERVICES
7.
NATIONAL INSTITUTE ON DRUG
DRUG ABUSE AND AIDS PREVENTION (1989)
$42.3
$22.2
n/a
ABUSE, PUBLIC HEALTH SERVICE
Communicates to most effective
approaches to prevention the trans-
mission of AIDS associated with intra-
venous drug use.
for help.
8.
HEALTH RESOURCES AND
HEALTHY START (1992)
n/a
n/a
n/a
The Advertising Council inc
SERVICES ADMINISTRATION
Will aim to communicate the importance
of pre-natal care for healthy birthweight
babies.
AGENCY AS CAMPAIGN SPONSOR
CAMPAIGNS OBJECTIVES
MEDIA DONATIONS
(Millions)
1991
1990
1989
9.
SOCIAL SECURITY ADMINISTRATION
UNDERSTANDING YOUR SOCIAL SECURITY (1985)
-0-
$39.3
$ 1.4
Builds a greater understanding by
current and potential beneficiaries
of their rights and responsibilities
under the program.
10. ADMINISTRATION FOR CHILDREN
HEAD START (1993)
n/a
n/a
n/a
AND FAMILIES
Will aimto recruit volunteers
to Head Start programs.
11. CENTER FOR DISEASE CONTROL
IMMUNIZATION (1993)
n/a
n/a
n/a
Will promote timely immunization
of our children.
DEPARTMENT OF THE INTERIOR
12. OFFICE OF THE SECRETARY
TAKE PRIDE IN AMERICA (1987)
-0-
$ 4.0
$13.8
Promotes the stewardship of public
lands. Campaign target adults, and,
currently children.
The Advertising Council inc
AGENCY AS CAMPAIGN SPONSOR
CAMPAIGNS OBJECTIVES
MEDIA DONATIONS
(Millions)
1991
1990
1989
DEPARTMENT OF TRANSPORTATION
13.
NATIONAL HIGHWAY TRAFFIC
DRUNK DRIVING CAMPAIGN (1984)
$60.4
$13.7
$17.1
SAFETY ADMINISTRATION
Aims to hold a community concensus
against drunk driving.
14.
NATIONAL HIGHWAY TRAFFIC
BUCKLE YOUR SAFETY BELT (1985)
$87.1
$39.4
$65.4
SAFETY ADMINISTRATION
Aims to raise the percentage of
people who practice regular safety
belt use.
DEPARTMENT OF THE TREASURY
15.
INTERNAL REVENUE SERVICE
MAKING YOUR TAXES LESS TAXING (1987)
$57.5
$40.0
$80.0
Encourages early and accurate filing
during tax season or urges people to
volunteer to help the IRS, during other
Advertising
periods.
The Council inc
AGENCY AS CAMPAIGN SPONSOR
CAMPAIGNS OBJECTIVES
MEDIA DONATIONS
(Millions)
1991
1990
1989
INDEPENDENT AGENCIES
PEACE CORPS
16. OFFICE OF THE DIRECTOR
PEACE CORPS (1961)
$9.9
$ 9.1
$18.1
Encourages colleges graduates to consider
two years in the Peace Corps as part of
their career development.
ENVIRONMENT PROTECTION AGENCY
17. OFFICE OF RADIATION
RADON PROTECTION (1989)
$15.2
$20.0
$16.3
Aims to raise public awareness of the
radon problem and motivates to test.
PRESIDENTIAL COMMISSION
18.
COMMISSION OF THE
COMMEMORATION OF THE BICENTENNIAL
$ 1.3
$ 7.4
$30.5
BICENTENNIAL OF THE
OF THE U.S. CONSTITUTION (1987)
U.S. CONSTITUTION
Honors the 200th anniversary of the
Constitution and aims to increase public
awareness of the Constitution in a
The Advertising Council inc
manner which will have long term
impact.
AGENCY AS CAMPAIGN SPONSOR
CAMPAIGNS OBJECTIVES
MEDIA DONATIONS
(Millions)
1991
1990
1989
19. DEPARTMENT OF JUSTICE
CRIME PREVENTION (1980)
$60.3
$50.6
$17.0
Motivates individuals to organize
to address crime in their neighborhoods
20. DEPARTMENT OF EDUCATION
EDUCATION REFORM (1993)
n/a
n/a
n/a
Raises awareness that all our schools
can improve to better prepare our
children for the future.
TOTAL:
$457.1
$452.2
$341.0
The Advertising Council inc
Author Lisbeth Schorr represented The Advertising Council in a interview on
ABC-TV's "Good Morning America" on December 15, 1992. She explained the
Council's new public service campaign on "Breaking the Cycle of Disadvantage,"
to gain understanding and help for children to rise above their roots in poverty.
GOOD MORNING
CHARLES GIBSON:
AMERICA
Some shocking numbers: 13 million children living in poverty, 10,000 of them
dying each year from inadequate medical care and malnutrition. And that is
TUESDAY
not some Third World country I'm talking about. I'm talking about the United
DEC. 15
8:00
States.
And everyone says why, when we seem to have so much, do those kinds of
conditions exist. And what can any individual do about it? At this time of year,
when thoughts turn to helping others, The Advertising Council is releasing
this first public service announcement as part of a ten-year campaign to create
awareness of the one in five American children who live below the poverty
level.
Lisbeth Schorr is a national authority on improving the future of disadvan-
taged children. She's working with the Ad Council on this project, and she's
joining us this morning from KATV in Little Rock, Arkansas, where she's
attending the Clinton Economic Conference. Good to have you with us.
LISBETH SCHORR:
Thank you, Charlie. Nice to be here.
Public, Service
GIBSON:
There is a stereotype I must admit probably in my mind as well as everybody
else's that poverty is urban, that most of it is experienced by African-American
children, and I gathered in reading last night that is not the case.
SCHORR:
Yes, poverty has become so pervasive in this country, especially among young
families, that it knows no racial or geographical boundaries. In fact, the
majority of poor children live in working families, and they don't live in the
Inner City. What has happened in this country is because of the economic
shift, because jobs for manufacturing have left this country, it's now very
difficult to earn a living wage that can support a family unless you're a highly
skilled worker.
LISBETH
SCHORR
ADVERTISING COUNCIL
GIBSON:
And tell me, rather than talking in the abstract, tell me how that child, other
than just being poor, is imperiled.
SCHORR:
Well, poverty is the biggest risk factor for all of what I think of as rotten out-
comes. Poverty is the biggest risk factor for not finishing school, for becoming
pregnant too early, for getting involved in drugs or crime. So, if we could do
something about poverty, to reduce the rate of poverty in this country, we
would be doing a lot to make ours a much better country, and that is why I'm
so excited that the Ad Council has indeed taken on this campaign. One of the
things that has to happen for us to be able to take the actions that would
reduce the number of kids in poverty is more Americans have to understand
these issues. And the Ad Council campaign is aimed at exactly that.
GIBSON:
You're at this Clinton Economic Conference. In your mind, is the help for this
ADVERTISING
problem going to come from the public sector or private?
COUNCIL
SCHORR:
1-800-733-5400
It has to come from both. And, of course, what's been so interesting at this
Economic Conference is that the issues of children and families and of educat-
ing children and providing them with the supports they need to succeed at
school has been central to the discussion about economics. And that's exactly
where it ought to be.
GIBSON:
I should mention one thing, I gather an 800 number has been set up for people
to call to find out where in there local communities they can help if they
want to do something on the private level. The number is 1-800-733-5400.
1-800-733-5400 that's been set up by The Advertising Council. And it's inter-
esting in these ads you find out that three-fifth of the people in this country
want to help, but don't know how.
SCHORR:
Exactly.
GIBSON:
But in the long run, Lisbeth, the numbers are still going up. Isn't it a drop in
the bucket when people try to help?
SCHORR:
Well, the Ad Council campaign is based on the notion that "If you change the
world of a child, you change the world." And that is true, as people get
involved helping one-on-one, because relationships are very important in
helping children to make that climb out of poverty. And as people get involved
one-on-one they'll also learn about some of the larger public policy issues that
they can get involved in. So the more people get involved, the better chance we
have to do something about this really urgent, urgent problem in America.
GIBSON:
Fair point on which to end. Lisbeth Schorr, thank you for being with us.
Clinton Presidential Records
Digital Records Marker
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.
V-MAIL
LITTLE RESTRAIN
TH YOUR KIDS.
A N N U A L ANNUAL R E P 0 R T REPORT T 0 TO T H E THE A M E R I C A AMERICAN N P E 0 P L E PEOPLE 1 9 9 1 - 1 9 9 2
When
vou give blo
vougive
Ad
ther
birth
Counci
THE ADVERTISING COUNCIL, INC.
50TH YEAR ANNIVERSARY
BE A TEACHER. ШЕАН
Clinton Presidential Records
Digital Records Marker
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.
THE NEW YORK TIMES, THURSDAY, JANUARY 28, 1993
A19
Our names are Andrew,
Jane, Carlos, Christopher
and Lisa. We know you're
very busy and if we didn't
think it was important, we
wouldn't bother you. But we
are frightened.
AN OPEN LETTER
America has changed a
lot since you grew up.
TO AMERICA
But our schools aren't chang-
ing fast enough. Education
today is not great. We could
FROM ITS CHILDREN.
really be learning
more if more people
cared about what kind of
education kids get today.
And really everyone should
care about us because the
kids of today are the future
of tomorrow and the world
depends on them.
We know there are some
The
Advertising
Council
PHOTOCOPY
PRESERVATION
Executive Offices
261 Madison Avenue
New York, NY 10016-2303
(212) 922-1500
1730 Rhode Island Avenue, N.W.
Washington, DC 20036
202-331-9153
740 North Rush Street
Chicago, IL 60611
(312) 751-8055
Ad
PHOTOCOPY
Council
PRESERVATION
Ad
THE ADVERTISING COUNCIL. INC.
Council
EVA N. KASTEN
SENIOR VICE PRESIDENT
1730 RHODE ISLAND AVENUE. N.W.
TELEPHONE
SUITE 414
202-331-9153
WASHINGTON, D.C. 20036
FAX 202-331-9790
The Advertising Council's Campaigns
Campaign
Status
Volunteer Agency
Message
American Red Cross - Corporate
current
J. Walter Thompson
Encourages Americans to support ARC and their disaster programs.
D'Arcy Masius Benton
American Red Cross - Blood Donor
current
and Bowles
Encourages blood donations. "Give blood again. It will be felt for a lifetime."
American Red Cross - Health & Safety
developing
Carmichael Lynch, Inc.
Helps people recognize life threatening situations and when to call for help
Anti-Discrimination
current
The Mingo Group
Encourages Americans to "Stop the Hate"
Appreciating the Arts and Humanities
developing
Scali, McCabe, Sloves Inc
Explains there is something for everyone in Arts and Humanities.
Promotes early intervention programs for children in poverty &
Breaking the Cycle of Disadvantage
current
Grey Advertising
encourages community involvement.
developing
Frank Corbett Inc.
Encourages doctors to promote benefits of mammographs to patients
Breast Cancer Detection
developing
BBDO Worldwide
Raises awareness and pursuades older women to get mammographs
Child Abuse Prevention
current
Bayer, Bess, Vanderwacker
Asks caretakers to take "Time-out" before taking it out on the child
Child Immunization
pending
Burrell Advertising Inc.
Encourages timely immunization of children.
Saatchi & Saatchi
Crime Prevention
current
Vidal Reynardus & Moya
Provides information to help caretakers protect a child from violence
current
Della Femina, McNamee
Illustrates how substance abuse can impair your judgement and put you at
Drug Abuse and AIDS Prevention
developing
Partners & Shevack
risk of contracting the HIV/AIDS virus. {Freshening the teen campaign}
Drunk Driving Prevention
current
Wells Rich and Greene
Shows how a friend can intervene to keep someone from driving drunk.
Earth Share
current
DDB Needham Worldwide
Urges Americans to take simple steps towards saving environment
Focuses on the need to reform our nation's education system
Education Reform
current
Young and Rubicam
and motivates citizens to action.
ESG & R
current
Ross Roy Group
Urges employers to support employees in the National Guard & Reserves
Foote, Cone & Belding
Forest Fire Prevention
current
Muse, Cordero, Chen
Uses Smokey Bear to prevent careless forest fires
The Advertising Council's Campaigns
Head Start
developing
Lord Dentsu & Partners
Promotes Head Start and volunteerism at Head Start programs.
Healthy Start
current
Grey Advertising
Aims to decrease infant mortality-encourages prenatal care & offers help
Individual Giving/Volunteer
current
Earle Palmer Brown CO
Urges Americans to "Give Five" - 5% of income/5 hrs volunteering
Junior Achievement
developing
Bozell
Raises awareness of JA programs available for children in grades K-6
NeighborWorks
current
Griffin Bascal Inc.
Targets business sector and urges commitment to strengthening cities.
Nineline Runaway Hotline
current
Young & Rubicam
Offers immediate help to teen runaways.
Organ Donation
developing
Ketchum Communications
Encourages organ and tissue donation
Saatchi & Saatchi
Points of Light Foundation
current
Anderson & Lembke
Encourages volunteerism to help solve America's social problems
Recruiting New Teachers
current
Bloom/FCA
Encourages potential teachers to call for info. on how to become a teacher
developing
Encourages consumer to purchase products made from recycled materials
Recycling
current
McCann-Erickson/NY
Recycling is an easy everyday way to help combat environmental crisis
Safety Belts Education
current
Leo Burnett, USA
Reminds drivers and passengers to buckle-up for safety
Teen Alcoholism Prevention
developing
Ayer, Inc.
Attempts to delay teen's first drink
Understanding Mental Illness
current
Warick Baker & Fiore
Helps the public recognize early warning signs of mental illness
United Negro College Fund
current
Young & Rubicam
Encourages support of UNCF - "A Mind is A Terrible Thing to Waste."
United Way
developing
Lowe & Partners
Promotes support of local United Way fundraising efforts.
The Value of Math and Science
current
Tracy Locke
Challenges children to continue to study math and science
The Advertising Council inc
THE ADVERTISING COUNCIL INC.
Fact Sheet
WHO WE ARE
You may not know us by name but you know who we are. We "take a bite out of crime."
We are the "toughest job you'll ever love." We are the Advertising Council, a private, non-
profit organization of volunteers who conduct advertising campaigns in the public good.
Since 1942, we have run campaigns on subjects as diverse as crime prevention and child
abuse prevention, drunk driving prevention, and drug abuse and AIDS prevention.
HOW WE OPERATE
The Advertising Council receives over 400 requests for campaign support annually. We
review each request to determine if it is: non-commercial, non-denominational, non-
political; national in scope yet of concern to all communities; applicable to all Americans;
proposed by an accredited organization (if the purpose is to raise funds); conducive to
effective advertising; and of significant importance.
Once 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 the Council campaign manager are also involved in this phase of the
campaign to see that the thrust of advertising is geared to the solution of the problem being
addressed. We then prepare and distribute the ads to all major media, which contribute
their time and space to our messages.
WHAT WE ACCOMPLISH
The Advertising Council generates more than $1.1 billion 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. We reap the creative talent and expertise of 30 leading
advertising agencies.
This performance has generated strong, measurable results for the causes we serve. Our
campaigns have helped 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.
Clinton Presidential Records
Digital Records Marker
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.
13 Million American Children Can't Get
10
Across the Poverty Line. Help One Take the
First step
This public service advertising
campaign was made possible by grants
from these and other supporters:
AT&T Foundation
Mary Reynolds Babcock Foundation
Annie E. Casey Foundation
Coca-Cola Foundation
13 MILLION
Commonwealth Fund
Foundation for Child Development
AMERICAN
General Mills Foundation
Gerber Companies Foundation
CHILDREN
Knight Foundation
Procter & Gamble Fund
CAN'T
Prudential Foundation
Sara Lee Corporation
Smith Richardson Foundation, Inc.
GET ACROSS
Tiger Foundation
THE POVERTY
Support for this brochure was provided by a grant
from the New York Life Foundation.
LINE
Campaign Sponsors
The Academy for State and Local Government
Trustees include:
HELP ONE
Council of State Governments
International City/County Management Association
TAKE
National Association of Counties
National Conference of State Legislatures
National Governors' Association
THE FIRST STEP
National League of Cities
The U.S. Conference of Mayors
Ad
Council
THE ADVERTISING COUNCIL'S GOVERNMENT CAMPAIGNS
AGENCY AS CAMPAIGN SPONSOR
CAMPAIGNS OBJECTIVES
MEDIA DONATIONS
(Millions)
DEPARTMENT OF AGRICULTURE
1991
1990
1989
1.
FOOD AND NUTRITION SERVICE,
FOOD STAMP INFORMATION PROGRAM (1988)
-0-
$ 0.3
$29.2
FOOD AND CONSUMER SERVICES
Encourage food stamp recipients to seek
information on nutrition and health at
their local food stamp offices.
2.
FOREST SERVICE
PREVENT FOREST FIRES (1942)
$41.0
$50.1
$13.1
Stress that man is responsible for doing
tremendous damage to our forests.
DEPARTMENT OF COMMERCE
3.
BUREAU OF THE CENSUS
ANSWER THE CENSUS (1950)
-0-
$68.3
-0-
Encourages the U.S. citizens to partici-
pate in the Census.
DEPARTMENT OF DEFENSE
4.
FEDERAL VOTER ASSISTANCE
VOTE CAMPAIGN (1973)
-0-
$ 2.6
-0-
PROGRAM
The Advertising Council inc
AGENCY AS CAMPAIGN SPONSOR
CAMPAIGNS OBJECTIVES
MEDIA DONATIONS
(Millions)
1991
1990
1989
5.
NATIONAL COMMITTEE FOR
EMPLOYER SUPPORT OF THE GUARD
$55.4
$48.7
$39.1
EMPLOYER SUPPORT OF THE
AND RESERVE (1973)
GUARD AND RESERVE
Communicates to employers the
importance of giving time off to
employees in the National Guard
and Reserve.
DEPARTMENT OF ENERGY
6.
PUBLIC AFFAIRS OFFICE
Energy Conservation (1990)
$26.7
$36.5
n/a
Communicates ways for car drivers
to use gasoline more efficiently.
DEPARTMENT OF HEALTH AND
HUMAN SERVICES
7.
NATIONAL INSTITUTE ON DRUG
DRUG ABUSE AND AIDS PREVENTION (1989)
$42.3
$22.2
n/a
ABUSE, PUBLIC HEALTH SERVICE
Communicates to most effective
approaches to prevention the trans-
mission of AIDS associated with intra-
venous drug use.
for help.
8.
HEALTH RESOURCES AND
HEALTHY START (1992)
n/a
n/a
n/a
The Advertising Council inc
SERVICES ADMINISTRATION
Will aim to communicate the importance
of pre-natal care for healthy birthweight
babies.
AGENCY AS CAMPAIGN SPONSOR
CAMPAIGNS OBJECTIVES
MEDIA DONATIONS
(Millions)
1991
1990
1989
9.
SOCIAL SECURITY ADMINISTRATION
UNDERSTANDING YOUR SOCIAL SECURITY (1985)
-0-
$39.3
$ 1.4
Builds a greater understanding by
current and potential beneficiaries
of their rights and responsibilities
under the program.
10. ADMINISTRATION FOR CHILDREN
HEAD START (1993)
n/a
n/a
n/a
AND FAMILIES
Will aimto recruit volunteers
to Head Start programs.
11. CENTER FOR DISEASE CONTROL
IMMUNIZATION (1993)
n/a
n/a
n/a
Will promote timely immunization
of our children.
DEPARTMENT OF THE INTERIOR
12. OFFICE OF THE SECRETARY
TAKE PRIDE IN AMERICA (1987)
-0-
$ 4.0
$13.8
Promotes the stewardship of public
lands. Campaign target adults, and,
currently children.
The Advertising Council inc
AGENCY AS CAMPAIGN SPONSOR
CAMPAIGNS OBJECTIVES
MEDIA DONATIONS
(Millions)
1991
1990
1989
DEPARTMENT OF TRANSPORTATION
13. NATIONAL HIGHWAY TRAFFIC
DRUNK DRIVING CAMPAIGN (1984)
$60.4
$13.7
$17.1
SAFETY ADMINISTRATION
Aims to hold a community concensus
against drunk driving.
14.
NATIONAL HIGHWAY TRAFFIC
BUCKLE YOUR SAFETY BELT (1985)
$87.1
$39.4
$65.4
SAFETY ADMINISTRATION
Aims to raise the percentage of
people who practice regular safety
belt use.
DEPARTMENT OF THE TREASURY
15.
INTERNAL REVENUE SERVICE
MAKING YOUR TAXES LESS TAXING (1987)
$57.5
$40.0
$80.0
Encourages early and accurate filing
during tax season or urges people to
volunteer to help the IRS, during other
periods.
The Advertising Council inc
AGENCY AS CAMPAIGN SPONSOR
CAMPAIGNS OBJECTIVES
MEDIA DONATIONS
(Millions)
1991
1990
1989
INDEPENDENT AGENCIES
PEACE CORPS
16. OFFICE OF THE DIRECTOR
PEACE CORPS (1961)
$9.9
$ 9.1
$18.1
Encourages colleges graduates to consider
two years in the Peace Corps as part of
their career development.
ENVIRONMENT PROTECTION AGENCY
17. OFFICE OF RADIATION
RADON PROTECTION (1989)
$15.2
$20.0
$16.3
Aims to raise public awareness of the
radon problem and motivates to test.
PRESIDENTIAL COMMISSION
18. COMMISSION OF THE
COMMEMORATION OF THE BICENTENNIAL
$ 1.3
$ 7.4
$30.5
BICENTENNIAL OF THE
OF THE U.S. CONSTITUTION (1987)
U.S. CONSTITUTION
Honors the 200th anniversary of the
Constitution and aims to increase public
awareness of the Constitution in a
The Advertising Council inc
manner which will have long term
impact.
AGENCY AS CAMPAIGN SPONSOR
CAMPAIGNS OBJECTIVES
MEDIA DONATIONS
(Millions)
1991
1990
1989
19. DEPARTMENT OF JUSTICE
CRIME PREVENTION (1980)
$60.3
$50.6
$17.0
Motivates individuals to organize
to address crime in their neighborhoods
20. DEPARTMENT OF EDUCATION
EDUCATION REFORM (1993)
n/a
n/a
n/a
Raises awareness that all our schools
can improve to better prepare our
children for the future.
TOTAL:
$457.1
$452.2
$341.0
The Advertising Council inc
Clinton Presidential Records
Digital Records Marker
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.
A N N U A L ANNUAL R E P 0 R REPORT T T 0 T H E THE A M E R I C A AMERICAN N P E 0 P L PEOPLE E 1 9 9 1 - 1 9 9
Ad
Council
THE ADVERTISING COUNCIL,INC.
50TH YEAR ANNIVERSARY
Clinton Presidential Records
Digital Records Marker
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.
PUBLIC SERVICE ADVERTISING
Ad
Council
BULLETIN
MAY-JUNE 1993
Number 140
Poll Demonstrates
New Radio PSAs to
Campaign Success
A new survey conducted by
THANKS
Help Prevent Carjacking
Louis Harris shows that more
TO YOU
and more Americans are an-
arjacking is a threat that has
risk of being carjacked. Tips, which
swering the call to national service as ex-
C
surged in many communities
expand on the basic advice to "Lock up,
pressed in President Clinton's inaugural
in the past year or so. It OC-
roll up, look around" - include mak-
address. The survey, on behalf of Recruit-
curs when a motorist is forcibly robbed
ing sure doors are locked and windows
ing New Teachers, Inc. (RNT), reports that
of a vehicle. Estimates range as high as
are rolled up and that motorists remain
of the more than 720,000 individuals who
20,000 carjackings per year nationwide.
alert to their surroundings at all times.
have called the RNT hotline in the past four
To promote public awareness of
The NCPC also suggests traveling with
years, more than 20 percent have entered
how to protect against carjacking, the
others when possible, keeping valu-
the teaching field. The vast majority had
National Crime Prevention Council
ables out of view, and parking in well-
no teaching (background before calling RNT.
(NCPC) is working with the Ad Council
traveled and well-lighted areas.
One of the Ad Council's most suc-
to develop a new radio campaign to
The campaign was developed rap-
cessful direct response campaigns, RNT's
advise people who drive cars on the
idly by Saatchi & Saatchi Advertising
current "Be a Teacher. Be a Hero." public
simple steps they can take to reduce the
See Page 2 Carjacking
service campaign elicits an average of
3,500 inquiries every week. Callers receive
Mental Health Bell Rings Out Hope
printed information on how to become a
teacher. Approximately 30 percent of call-
ay is National Mental Health
erty for all people suffering from men-
ers subsequently decide to enter RNT's
M
Month and volunteers and
tal illness.
national database of teacher candidates.
staff of Mental Health Asso-
Treatment for mental illness has
"The individuals who are calling RNT
ciations throughout the U.S. are cel-
come a long way since the barbaric use
have very realistic expectations regarding
ebrating the 40th anniversary of their
of steel handcuffs and leg irons as treat-
the teaching profession," said poll taker
symbol of hope, vision, and
ment. In fact, two out of three
Harris. "They know they will not get rich.
liberty - the Mental
people who get help for a
But they are driven by a sense of public
Health Bell. The 300
mental or emotional ill-
responsibility that augurs well for the plan-
pound bell, on display
ness get better. In its work
ners of President Clinton's proposed na-
in the headquarters of
with the National Mental
tional service programs. "Three-quarters of
the National Mental
Health Association, the Ad
all respondents reported that the Ad Coun-
Health Association in
Council has helped raise
cil ad "got them excited about teaching."
Alexandria, VA, was
public awareness of
cast in 1953 from
mental illness with
IN THIS ISSUE
shackles and chains
PSAs, created by
that once re-
volunteer agency
Neighbors Volunteer
2
Launching Pad
strained people
Warwick Baker
2
Media Materials
4
in mental insti-
& Fiore, Inc.,
Public Service Events
10
tutions. Inscribed
that help people
Magazines' Varied Menu
12
with the message, "This bell shall ring
recognize the warning signs, so more
out hope," it represents vision and lib-
people who need help can get it.