Posts Tagged ‘AdCouncil’

Clear Channel Outdoor Chicago Earns Ad Council’s Silver Bell Award

Tuesday, August 27th, 2013


Clear Channel Outdoor Holdings, Inc. (CCO) today announced that the company’s Chicago office was awarded the Ad Council’s Silver Bell Award. The Silver Bell Award is presented annually to one outdoor company that exemplifies exceptional generosity and leadership in disseminating Ad Council public service messages. The Ad Council is a national non-profit organization and the largest producer of public service advertising in the U.S.

The Silver Bell Award was presented to CCO Chicago for the company’s commitment in providing pro-bono public service advertising for several organizations in 2012, including transit and roadside digital billboards, bulletins, posters and metro platform/concourse dioramas. The campaigns supported include: Autism Awareness; Stroke Awareness; Financial Literacy; Texting and Driving; and Community Engagement.

“The Ad Council takes great pleasure in acknowledging the contributions of individuals and organizations that support our efforts to raise awareness of critical social issues facing our country,” said Karen Volkman, Managing Director, Midwestern region, The Ad Council. “We are proud to recognize Clear Channel Outdoor Chicago as a valuable partner that has donated a wide range of traditional and digital displays for our campaigns, helping us reach people throughout our community.”

“As the world’s leading autism science and advocacy organization, it is incredibly important that we are able to further spread the word about our cause and initiatives so that we can continue to support people with autism and fund critical research,” said Liz Klug, executive director, Chicagoland chapter, Autism Speaks. “Through Clear Channel Outdoor’s help, visits to our Chicago home page increased by 72 percent year over year, and visits to from within Illinois increased by 63 percent during the same time period. The feedback has been tremendous and has significantly helped to raise our visibility in the state.”

“It is our honor to provide use of our advertising platforms to organizations like Autism Speaks and United Way so that they can extend their voices in the community,” said Ed Marcin, vice president, public affairs and special projects, Clear Channel Outdoor Chicago. “We thank the Ad Council for its partnership and recognition in supporting these invaluable organizations.

About Clear Channel Outdoor Holdings, Inc.

Clear Channel Outdoor Holdings, Inc., (CCO) is one of the world’s largest outdoor advertising companies, with more than 750,000 displays in over 40 countries across five continents, including 48 of the 50 largest markets in the United States. Clear Channel Outdoor Holdings offers many types of displays across its global platform to meet the advertising needs of its customers. This includes a growing digital platform that now offers over 1000 digital billboards across 37 U.S. markets. Clear Channel Outdoor Holdings’ International segment operates in nearly 30 countries across Asia, Australia, Europe and Latin America in a wide variety of formats.


Keep America Beautiful Starts a New Campaign

Thursday, August 8th, 2013

More than 40 years after teaming up to create the iconic “crying Indian” advertising campaign, Keep America Beautiful and the Advertising Council have joined forces to promote the benefits of recycling.

The new public service campaign, created by Pereira & O’Dell, uses a plastic bottle and aluminum cans — recycled, respectively, into a bench and a sports stadium — to illustrate how recyclable materials can be given a second, useful life.

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Established 60 years ago, Keep America Beautiful began collaborating with the Ad Council in 1960, initially using a character named Susan Spotless to promote anti-littering efforts with taglines like “Every litter bit hurts” and “Don’t be a litterbug.”

On Earth Day in 1971, the two organizations introduced the “crying Indian” commercial, which was created by Marsteller Advertising and featured the actor Iron Eyes Cody paddling a canoe through polluted waters and crying at the spectacle. Ad Age named the advertising — which was aimed at promoting individual responsibility in protecting the environment and ran until 1983 — one of the top 100 campaigns of the 20th century.

Until the announcement of the new campaign last week, the Ad Council and Keep America Beautiful had not worked together since 1983.

Four years ago, Keep America Beautiful established a recycling department, which focuses on waste diversion and partners with state recycling organizations, government officials, trade associations and businesses to advance its agenda.

According to data recently released by the Environmental Protection Agency, in 2011 the average American produced 4.4 pounds of trash per day, and the country as a whole produced more than 250 million tons of trash that year. The E.P.A. also found that only about 35 percent of this trash was recycled. In addition, research conducted by the Ad Council earlier this summer found that just 52 percent of Americans said they were “very” or “extremely” knowledgeable about properly recycling, while only 38 percent identified themselves as “avid” recyclers.

Brenda Pulley, senior vice president for recycling of Keep America Beautiful, called the new public service campaign “the emotional push needed to raise awareness and positively change people’s behavior to recycle more. Our intent is to increase recycling rates, which translates into measurable benefits including waste reduction, energy savings, natural resource conservation and job creation.”

The new campaign — by the San Francisco-based Pereira & O’Dell, which is controlled by the Grupo ABC, based in São Paulo, Brazil — uses television, radio, outdoor and online advertising to promote Keep America Beautiful’s recycling agenda.

A radio spot begins with a child’s voice, saying, “When I grow up, I want to be a new pair of bluejeans.” Other children chime in with things like “a kid’s first computer,” “a glass countertop in a new home” and “a warm fleece on a cold day.” The spot concludes with a child saying: “When I grow up, I don’t want to be a piece of garbage. And if you recycle me, I won’t be.” The announcer then urges listeners to “give your garbage another life. Recycle. Learn how at,” a new Web site that lets visitors search for local recycling centers by ZIP code.

Similarly, a TV spot, in 30- and 60-second versions, follows the journey of an empty plastic bottle as it tumbles from city to city and is placed by a passer-by into a recycling bin. Both spots end with a shot of a bench — made, in part, from the plastic bottle, now recycled — on a cliff overlooking the sea. The voice-over, representing the bottle, says: “Everybody has a dream. Mine was to see the ocean. With a little help, I made it.” The spots conclude with the tagline, “Give your garbage another life. Recycle.”

P. J. Pereira, chief creative officer of Pereira & O’Dell, said he hoped the metaphor of the journey of the “very delicate” plastic bottle would inspire people to remember to recycle when they threw out their garbage.

Noting that “a lot of people are confused about what they should recycle,” Peggy Conlon, president and chief executive of the Ad Council, said the new campaign presented an opportunity to educate them. She also said the campaign was aimed at “the general market, people who are not currently avid recyclers.”

The new campaign is being underwritten by the American Chemistry Council, Waste Management, Nestlé Waters North America, Niagara Bottling, Unilever, the Anheuser-Busch Foundation and the Alcoa Foundation; one of the TV spots was shot at M & T Bank Stadium in Baltimore, which is partly constructed from postconsumer recycled aluminum.

Candy Lee, a professor of integrated marketing communications at the Medill School of Journalism at Northwestern University, said the campaign “in a very attractive way creates the value of taking time to recycle.”

Melissa Goodall, assistant director of the office of sustainability at Yale University, said that although Keep America Beautiful’s earlier Susan Spotless and “crying Indian” campaigns developed a “very personal and emotional connection” with audiences, it was not clear that “anthropomorphizing cans and bottles is going to inspire people to recycle. I think this campaign will appeal to people who are inclined to recycle. It will be interesting to see if it inspires people who don’t already recycle to do so.”

Allen Hershkowitz, director of the solid waste project of the Natural Resources Defense Council, called the new campaign “very welcome,” but questioned how effective it would be given that recycling programs in the United States were underwritten by budget-cramped municipal governments that must also finance education and social service initiatives, as well as police and fire departments.

“As long as we rely on taxpayer-financed recycling programs, we will never achieve high recycling rates,” he said, adding that recycling was underwritten by consumer product companies “whose material winds up as waste” in 47 other countries around the world.

Corporate support of the new Keep America Beautiful campaign notwithstanding, Mr. Hershkowitz said the organization should focus its efforts on the need for consumer product companies to recycle.

“We are wasting millions of tons of valuable resources in landfills and incinerators because consumer product companies do not pay a nickel for the recycling infrastructure needed to be developed,” he said.