Americans for the Arts, Ad Council and NAMM Foundation Launch New Print PSAs Encouraging Parents to 'Feed Your Kids' the Arts

New print PSAs emphasize the importance of the arts and arts education

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Mar 03, 2010, 08:30 ET

NEW YORK, March 3 /PRNewswire/ -- In an effort to promote the need for more music and arts education opportunities for children the Ad Council has teamed up with Americans for the Arts and the NAMM Foundation to announce the launch of new newspaper and magazine public service advertisements (PSAs) from The Arts. Ask for More. campaign. The PSAs are an extension of an ongoing national PSA campaign launched in 2001 and designed to increase parental involvement in championing music and arts education both in and out of school, including through community programs. The national multimedia public service advertising campaign targets parents and caregivers of children pre-K to 8th grade.

The benefits of an arts education are well-documented and far-reaching, but many children simply don't get enough on a regular basis. According to a 2005 Harris Poll, 40 percent of parents say they do not know how to get involved with encouraging arts education for their children, and 62 percent of parents today still believe that other people or organizations are better suited to take action towards increasing their children's involvement in arts education.

Studies show that kids actively engaged in music and arts education are likely to have higher SAT scores than those with little to no arts involvement. Further research indicates that the arts:

Allow kids to express themselves creatively and bolster their self-confidence;
Teach kids to be more tolerant and open;
Improve kids' overall academic performance;
Keep students engaged in school and less likely to drop out.

The new print PSAs, created pro bono by Leo Burnett, emphasize the benefits of the arts and arts education. In the campaign ads, the arts and arts education are equated with a healthy diet. Just as kids need to have good nutrition on a daily basis, kids also need to have their daily serving of the arts. Parents are encouraged to "feed your kids the arts." The campaign also stresses that some art is not enough and reinforces this with the tagline: The Arts. Ask for More.

"Our partnership with Americans for the Arts has encouraged parents and children to experience and participate in all forms of the arts during the last eight years," said Peggy Conlon, President and CEO of the Advertising Council. "These new PSAs will continue to communicate the important role parents play in encouraging arts education and the many benefits in children's lives."

The PSAs direct parents to visit www.AmericansForTheArts.org where they will find 10 simple ways on how to include the arts in their children's lives, including registering their children for school and community programs, reinforcing the benefits of the arts in their conversations, and communicating the importance of arts education with teachers, principals and elected officials. All creative ads for the campaign are available for viewing on the websites of both Americans for the Arts (www.AmericansForTheArts.org/public_awareness) and the Ad Council (www.adcouncil.org).

"We believe that a child's education is not complete unless it includes the arts. Americans for the Arts works to ensure that the arts are a proven integral part of every child's development, preparing them for school, work, and life. Parents are key to making this happen. This PSA campaign gives parents the tips and tools for providing more arts education opportunities for their children in both school and their communities," said Robert L. Lynch, president and CEO of Americans for the Arts.

"We hear from parents and community members from all over the country that there is great concern about narrowing the school curriculum for children in school, " said Mary Luehrsen, executive director of the NAMM Foundation. "Parents want their kids involved in music and the arts as part of a complete education and this campaign encourages community engagement to achieve the best for kids – both now and in the future."

The Arts Education campaign has more than 350 grassroots partners in all 50 states and major media markets, featuring localized television advertisements, as well as localizable radio and print advertisements. Per the Ad Council's model, all of the PSAs will run in advertising space that is entirely donated by the media.

Leo Burnett USA (www.leoburnett.com)

Leo Burnett USA helps build many of the world's most valuable brands, including McDonald's, Disney, P&G, Kellogg and Nintendo. As the most awarded agency at the Effie Awards for five straight years, Leo Burnett USA is the "Most Effective Agency in America." Leo Burnett holds people at the center of its strategic thinking, technological innovation and creative ideas, focusing first and foremost on human behavior before attempting to tell a brand's story. The country's second largest agency brand, as ranked by Advertising Age, Leo Burnett USA is the flagship of Leo Burnett Worldwide, a global network of over 200 operating units, including a variety of specialty marketing services and over 90 full-service advertising agencies in 82 countries.

Americans for the Arts

Celebrating its 50th anniversary, Americans for the Arts is the leading nonprofit organization for advancing the arts in America. With offices in Washington, DC, and New York City, Americans for the Arts is dedicated to representing and serving local communities and creating opportunities for every American to participate in and appreciate all forms of the arts. Visit us online at www.AmericansForTheArts.org.

The Advertising Council

The Ad Council (www.adcouncil.org) is a private, non-profit organization that marshals talent from the advertising and communications industries, the facilities of the media, and the resources of the business and non-profit communities to produce, distribute and promote public service campaigns on behalf of non-profit organizations and government agencies in issue areas such as improving the quality of life for children, preventive health, education, community well-being, environmental preservation and strengthening families.

The NAMM Foundation (www.nammfoundation.org)

The NAMM Foundation is a 501(c)(3) nonprofit organization dedicated to advancing active participation in music making across the lifespan by supporting scientific research, philanthropic giving and public service programs from the international music products industry. NAMM is an official partner and sponsor of the campaign.

SOURCE The Ad Council