The Ad Council and United Way Launch New PSAs for Live United Campaign

Latin America - español

Ads Promote United Way's Goal to Recruit One Million Volunteers by 2014

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Jul 14, 2011, 06:12 ET

NEW YORK, July 13, 2011 /PRNewswire/ -- The Ad Council, in partnership with United Way, announced today the launch of a new series of public service advertisements (PSAs) designed to inspire Americans to partner with United Way in its efforts to advance the common good.

To view the multimedia assets associated with this release, go to: http://www.multivu.com/mnr/51042-live-united-launches-new-psas

(Photo: http://photos.prnewswire.com/prnh/20110713/MM32364 )

Through the work of more than 1,200 local United Ways across the country, the nation's largest privately-funded non-profit is focusing on the building blocks of a good life - education, income, and health - thereby creating opportunities for a better life for all Americans. In 2008, United Way announced 10-year goals designed to improve education and cut high school dropout rates, increase the number of families that are financially stable and promote healthy lifestyles. As part of its education goal, United Way recently announced an ambitious goal to recruit one million volunteer readers, tutors and mentors by 2014.

The new multimedia campaign, available in English and Spanish, includes television, radio, and Web PSAs. Created pro bono by McCann Erickson New York, the new ads aim to motivate and inspire people from all walks of life to get engaged and partner with United Way. The ads feature distinctly different types of people in matching "LIVE UNITED®" t-shirts, highlighting that "change won't happen without you." All of the PSAs urge viewers to Give, Advocate, Volunteer, and to visit www.liveunited.org to learn how they can be a part of the change.

"This new round of work continues to reinforce the need that each one of us can have a significant impact on the lives of children throughout the country by getting involved," according to Peggy Conlon, President & CEO of The Advertising Council. "We are all winners when we 'Live United' because there is nothing better in this world than to see a child succeed in school, a family financially stable and people living healthy lives."

"Education is a key component of a successful life and caring adults working with kids of all ages helps them do better in school," said Brian Gallagher, president & CEO of United Way Worldwide. "We're grateful to The Ad Council and McCann Erickson for helping us recruit one million volunteer readers, tutors and mentors through this PSA campaign."

Since the campaign initially launched in 2008, media outlets have donated more than $136 million in time and space for the ads.

"Live United is more than a campaign. It's a movement. One that recognizes the power of individuals coming together to create real and lasting change in the education, income and health of our communities through United Way. And this mission is powerful enough--and important enough--to break down the ideological divisions that exist between all of us," said Richard Donohoe, SVP, Group Director, McCann Erickson New York. "The new campaign execution underscores this idea by pairing two people who are radically different, in appearance, lifestyle and worldview, but joined purposefully in a common mission. Through the close working relationship with the Ad Council, McCann and United Way are continuing to both build the brand and ignite a movement that improves the quality of life for all."

Per the Ad Council model, the PSAs will run and air in advertising time and space that is donated by the media.

The Advertising Council

The Ad Council is a private, non-profit organization with a rich history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has effected, and continues to effect, tremendous positive change by raising awareness, inspiring action and saving lives.

United Way

United Way is a worldwide network in 40 countries and territories, including more than 1,200 local organizations in the U.S. It advances the common good, creating opportunities for a better life for all by focusing on the three key building blocks of education, income and health. United Way recruits people and organizations who bring the passion, expertise and resources needed to get things done. LIVE UNITED® is a call to action for everyone to become a part of the change. For more information about United Way, please visit: LIVEUNITED.org.

About McCann Worldgroup

McCann Worldgroup delivers marketing solutions that transform brands and grow businesses. The company is comprised of a collaborative roster of best-in-class agencies that emphasize creativity, innovation, and performance, including McCann Erickson Worldwide (the world's largest advertising agency network); MRM Worldwide (digital marketing/relationship management); Momentum Worldwide (event marketing/promotion); McCann Healthcare Worldwide (professional/dtc communications); WGEXP (global production); UM (media management); Weber Shandwick (public relations) and FutureBrand (consulting/design).

SOURCE The Ad Council