Ad Council’s messages and slogans have been woven into the very fabric of American culture since its inception. James Webb Young, cofounder of the Young and Rubicam agency, first articulated the idea of the Ad Council in 1941. He addressed giants of our industry—among them Raymond Rubicam, J. Walter Thompson and Leo Burnett—to propose an organization that could bring the entire advertising industry together in service of social good.

Just three weeks later came the attacks on Pearl Harbor, and The War Advertising Council was created. Following World War II, President Truman asked the Ad Council to continue its work as a peacetime public service organization addressing the most pressing social issues of the day.

Whether it was fighting Polio, preventing AIDS, responding to September 11th, or providing critical information during the COVID-19 pandemic, the Ad Council has continued to produce impactful public service engagement campaigns that raise awareness, inspire action and save lives.¹⁾

=== Classic Campaign Samples === ²⁾

1942 - 1980 The Savings or War Bonds campaign was not only the organization's first campaign, but also its most successful campaign to date. Begun in 1942 by the then War Advertising Council, the campaign encouraged Americans to support the war effort by purchasing war bonds. By the time the campaign ended 38 years later, millions of Americans had purchased $35 billion in War/Savings Bonds.

1942 - 1945 Security of War Information “Loose Lips Sink Ships”

The War Advertising Council's “Loose Lips Sink Ships” and “Keep it Under Your Stetson” public service ads reminding Americans of the dangers of revealing too much information are still remembered today. The campaign encouraged Americans to be discreet in their communication to prevent information from being leaked to the enemy during World War II.

1942 - 1945 Women in War Time

*The most successful advertising recruitment campaign in American history*, “Women in War Jobs” recruited two million women into the workforce to support the war economy. The underlying theme was that the social change required to bring women into the workforce was a *patriotic responsibility for women and employers*. Those ads made a tremendous change in the relationship between women and the workplace. Employment outside of the home became socially acceptable and even desirable.

1944 - present Smokey The Bear

The longest running campaign in Ad Council history, Smokey Bear and his famous warning, “Only You Can Prevent Forest Fires,” was introduced to Americans in 1944. The Forest Fire Prevention campaign has helped reduce the number of acres lost annually from 22 million to 8.4 million (in 2000). Responding to the massive outbreak of wildfires in 2000, the campaign changed its focus to wildfires and Smokey's slogan to “Only You Can Prevent Wildfires.” Visit the Wildfire Prevention page for the latest PSAs.

1945 - 1996 American Red Cross

The Ad Council worked with the American Red Cross on public service advertising campaigns for more than 50 years. The PSAs raised public awareness of the various services provided by the Red Cross. They helped recruit blood donors, enlist volunteers and raise funds. In fact, the ads helped to recruit 30,000 volunteers in just one month. In two years, the recruitment campaign increased young adult involvement in the Red Cross by 37%. Additionally, in 1972, a special emergency campaign helped raise more than $15 million for the victims of Hurricane Agnes. Through the years, these campaigns informed the public about steps that they could take to prevent and cope with health problems.

1958 - 1961 Polio

Although new horrors like AIDS have emerged, other diseases, such as polio, have all but disappeared. Advertising helped make this possible. Initially, the country responded very slowly to the new vaccine for paralytic polio. Three sets of shots were required at first, and it took an extended and repetitive advertising effort to get 80% of the at-risk populace fully immunized. Through April of 1960, inoculations had increased to 91.1 million, from 79 million the previous year.

1961 - 1983 Pollution: Keep America Beautiful The Ad Council partnered with Keep America Beautiful to create a powerful visual image that dramatized how litter and other forms of pollution were hurting the environment, and how every individual has the responsibility to help protect it.

The ad, which featured Native American actor Iron Eyes Cody, “The Crying Indian,” first aired on Earth Day in 1971. Created by ad agency Marstellar, Inc., the campaign used the line, “People Start Pollution. People can stop it.” The ad became one of the most memorable and successful campaigns in advertising history and was named one of the top 100 advertising campaigns of the 20th Century by Ad Age Magazine. (Sourcewatch - Marsteller unethical PR tactics, toxic clients and smear campaigns)³⁾

1961 - 1991 Peace Corp - “The Toughest Job You'll Ever Love.”

In 1961, many Americans didn't understand President Kennedy's Peace Corps program. To that end, The Ad Council and ad agency Young & Rubicam developed a campaign that captured the spirit and the nobility of purpose of the program. Ad agency Ted Bates & Co. created the slogan that conveyed its hardship and rewards – “The Toughest Job You'll Ever Love.”

The ads challenged young people and began attracting volunteers to the program almost immediately. In 1962, shortly after the campaign began, more than 30,000 people applied to the Peace Corps. By 1965, more than a thousand people a week were clipping and mailing coupons from the ads, and by 1991, 30 percent of current Peace Corps volunteers were reached through the Ad Council's recruitment campaign.

1972 - present “A Mind is a Terrible Thing To Waste,”

Launched in 1972 to encourage Americans to support the United Negro College Fund, this campaign has helped raise more than $2.2 billion and has helped to graduate more than 350,000 minority students from college or beyond. The slogan, “A Mind is a Terrible Thing To Waste,” has remained unchanged for more than three decades and has become part of the American vernacular.

1979 - present “Take a Bite out of Crime.”

More than twenty-five years ago, the National Crime Prevention Council and the Ad Council introduced McGruff the Crime Dog™ to the nation and began encouraging Americans to help “Take a Bite out of Crime™.” Today, more than 93% of children recognize the icon that provides safety tips for adults and kids. Over the years, the Crime Prevention campaign has helped teach kids, teens, and adults about violence and drugs, and the PSAs have inspired all citizens to get involved in building safer, more caring communities.

1983 - present “Friends Don't Let Friends Drive Drunk.”

Since launching this campaign in 1983, more than 68% of Americans report that they have tried to prevent someone from driving after drinking. In 1998, America experienced its lowest number of alcohol-related fatalities since the U.S. Department of Transportation began keeping records. Campaign taglines have included: “Drinking & Driving Can Kill A Friendship” and “Friends Don't Let Friends Drive Drunk.”

1985 - present Searbelts “You Could Learn A Lot From a Dummy,”

The single most effective protection against death and serious injury in a car crash is the safety belt. Since Vince & Larry, the Crash Test Dummies, were introduced to the American public in 1985, safety belt usage has increased from 14% to 79%, saving an estimated 85,000 lives, and $3.2 billion in costs to society. The campaign tagline, “You Could Learn A Lot From a Dummy,” as well as the crash test dummies themselves, was retired in 1999, when the U.S. Department of Transportation revised the campaign.

1988 - 1990 “Help stop AIDS. Use a condom.”

Launched in September of 1988, this *groundbreaking ad was part of the first campaign to use the word “condom” in America.* The ads informed Americans of the dangers of the AIDS virus and encouraged them to “Help stop AIDS. Use a condom.” ⁴⁾

Lisa Sherman is an innovative leader and accomplished operating executive with deep experience in the private and non-profit sectors. She has over 35 years of experience building, transforming and growing organizations. As president and CEO of the Ad Council, she leads all aspects of this national institution. Working at the intersection of media, marketing, technology, entertainment and advertising, the Ad Council convenes the world’s best marketers to create public engagement campaigns. By leveraging leading-edge products, approaches and digital technologies, the organization tackles the most pressing issues facing the country.

Prior to the Ad Council, Lisa was at Viacom where she built a powerful media business, launching and leading Logo TV, the first cable network for LGBTQ audiences. She also held a number of senior operating roles at Verizon, ad agency Hill Holliday, and the Women’s Sports Network, the VC-backed marketing company she co-founded.

Sherman is a thought leader, frequent public speaker, and an active participant on advisory boards for several industry and public service organizations, including the World Economic Forum’s Information and Entertainment Stewardship Board. In addition, she is an Advisor to Guild Education and a Trustee at her alma mater, Dickinson College. Lisa has also been recognized with a number of industry and community service awards, most recently receiving the prestigious 2019 Matrix award, from the New York Women in Communications. ⁵⁾

Ad Council CEO Lisa Sherman: How my coming out of the 'corporate closet' sparked cultural change AdLibbing - October 29, 2019

This story, Lisa Sherman: How my coming out of the 'corporate closet' sparked cultural change, was originally published on NBC News: Know Your Value for National Coming Out Day on October 11th. ⁶⁾