Oct03VillageNews

The Advertising Council and Grey Worldwide have joined forces to create and distribute new public service announcements (PSAs) designed to raise awareness and to encourage public support for the Give Kids The World (GKTW) Village. GKTW received a remarkable response from a previous Ad Council PSA, which, despite being distributed in limited market areas and only in a television format, garnered more than $3 million of donated media airtime and increased requests for more GKTW information. The newest GKTW campaign includes television, radio and print elements. These PSAs were introduced by the Ad Council on September 1 to more than 19,000 media outlets that are targeted to run the ads in time and space that is completely contributed.

Grey Worldwide, a leading advertising agency and volunteer member of the Ad Council, produced the PSAs pro bono. Their heartwarming television and radio PSAs feature children with life-threatening illnesses enjoying their time at GKTW Village, while Natalie Merchant’s song, “These Are the Days,” plays in the background. In the television spots, a voice-over describes the Village as a place where children with life-threatening illnesses can forget their worries. Actor Henry Winkler donated his time and talent to voice GKTW’s message. The TV and radio ads conclude with a message encouraging the public to get involved with GKTW: “Call or log on and help give them a time to remember.” Audiences are directed to GKTW’s newly redesigned web site at www.gktw.org or easy-to-remember telephone number 800/995-KIDS.

The print PSAs are equally heartwarming. They include photographs of GKTW guests experiencing fun at the Village. One ad features two young boys playing in a swimming pool. A line below their photograph reads, “This week, he’s not a cancer patient. He’s a kid.” Another ad shows a small boy raising his arms proudly above his head like a champion, and the ad reads, “This resort is reserved for superheroes.”

The Ad Council is a private, non-profit organization with a 60-year history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the public. Recognized as the leader in the development of PSAs, the Ad Council has created campaigns with some of the most memorable marketing icons and slogans, such as Smokey Bear and “Only You Can Prevent Forest Fires.” In addition to assisting with the creation of GKTW’s campaign, the Ad Council is helping to distribute and promote the PSAs.

“We are proud to partner with Give Kids The World to raise widespread awareness of this wonderful organization and the happiness it brings to the lives of seriously ill children and their families,” says Peggy Conlon, president and CEO of the Ad Council. “We are grateful to the team at Grey Worldwide for donating their time and outstanding talent to create poignant advertising that conveys the joy that the Village brings to everyone who visits it.”

To be selected for an Ad Council campaign, GKTW submitted a proposal that was reviewed by a panel of executives from the advertising and media industries. Only a handful of nonprofit organizations are given opportunities to communicate their message in an Ad Council campaign each year. “Working with the Ad Council and Grey Worldwide has been a tremendous honor,” says Pamela Landwirth, president of GKTW. “After the success of our first campaign, we were proud and excited to be selected again to have the latest PSAs produced and launched this year. It is our belief that this campaign will bring outstanding awareness about Give Kids The World, and will help to continue to further the mission of the Village.”

IAAPA members also can play an important part in the campaign by helping to reach out to media outlets in their areas. Please take a look at the various campaign elements on GKTW’s web site at www.gktw.org, and contact Patricia Jasmin at the Ad Council to discuss how to get the appropriate television, radio, and print materials to your local media. E-mail Patricia at pjasmin@adcouncil.org or call her at 212/984-1966.