Encouraging pro bono service in the advertising and communications industry
Abstract
As more companies and individuals are volunteering professional skills to assist nonprofit organizations in creating or improving business practices, pro bono has moved from the legal field to encompass many arenas. This effective practice highlights the Ad Council’s efforts to utilize pro bono services in their advertising campaigns, and the subsequent successful results.
Issue
While there is increasing reliance on and need for nonprofit services in the health care, housing, food, education, and cultural sectors of society, the sustainability of nonprofit organizations is oftentimes neglected.
Nonprofit organizations can enhance sustainability by reaching out to targeted organizations that provide pro bono services.
Action
According to the Ad Council, when seeking pro bono service:
- Be sensitive to partners’ bottom lines and commitments to their paying clients
- Be flexible and establish reasonable expectations when working with pro bono partners
- Consistently recognize the contributions of the pro bono partners and make it worthwhile for them to continue to give their valuable time, energy, and resources
The Ad Council’s partners donate their talents and services because they share the Ad Council’s passion to help others and to tackle some of the most challenging social issues of the times.
Examples from the Ad Council’s portfolio:
Public Service Announcements (PSAs)
Following the tragedies of September 11th, the Ad Council developed a series of public service campaigns designed to help the country heal. One PSA, created by Austin-based ad agency GSD&M, celebrated the ideals that keep this country strong by highlighting the nation's extraordinary diversity. Showing people of all ages, races, and religions stating, "I am an American," the ads helped the country to unite in the wake of the terrorist attacks. The PSAs aired just ten days after the tragedy— thanks to an unprecedented response from the Ad Council’s pro bono partners and approximately $29 million in donated media.
Generous Nation Campaign
In the aftermath of Hurricane Katrina and the 2004 tsunami, Americans selflessly responded with extreme generosity and compassion. The Ad Council saw an opportunity to inspire and motivate all Americans to be more philanthropic on a regular basis—not just in times of crisis. The Generous Nation “Don’t Almost Give” campaign provides opportunities for the public to donate or volunteer through partnerships with Network for Good, Volunteer Match, and USA Freedom Corps.
Context
The Ad Council brings together volunteer creative talent from the advertising and communications industries, donated ad space and time from media outlets, and the resources of the business and nonprofit communities to conduct public service campaigns that address pressing social issues. The Ad Council is responsible for some of the most memorable and highly effective public service advertising campaigns over the past 60 years, from such well-known icons and slogans as Smokey Bear’s “Only You Can Prevent Forest Fires,” and McGruff the Crime Dog’s “Take a Bite Out of Crime” to “A Mind is a Terrible thing to Waste” and “Friends Don’t Let Friends Drive Drunk.”
Outcome
Besides altruistic motivation, there are also business advantages to working on the Ad Council’s campaigns. The Ad Council offers extensive networking opportunities for ad agencies and media companies, and the pro bono partners gain prestige through their affiliation with the Ad Council’s work. For instance, at the Ad Council’s Annual Public Service Award Dinner, pro bono partners are recognized for their contributions before over 1,200 of their peers.
Evidence
Some examples of the impact that Ad Council campaigns have had include:
- In the first six months of the Ad Council’s mentoring campaign, Big Brothers Big Sisters experienced a 75% increase in applications to become a mentor.
- The Wireless AMBER Alerts campaign, which encourages citizens to receive alerts about abducted children on their cell phones, resulted in over 400,000 sign-ups.
- Since the launch of the U.S. Department of Health and Human Services’ Adoption campaign, more than 8,000 new families have started the adoption process.
For More Information
Resources
See the Resource Center’s pro bono page at http://www.nationalserviceresources.org/probono.