IMPACTING SOCIAL CHANGE

IMPACTING SOCIAL CHANGEAnnual Report 2003-2004

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Annual Report 2003-2004 | 1

Annual Report 2003-2004 | 32 | Annual Report 2003-2004

OFFICERS’ REPORTThe past year has been one of tremendous growth for theAd Council. Having begun the year with an in-depth examination of the public service environment in which we exist, the Ad Council, led by its committed Board ofDirectors, set out to develop strategic solutions that wouldcontinue to strengthen the Ad Council’s position as thenation’s leading producer of public service advertising.

THE PSA ENVIRONMENTThere has been an explosion in public service advertisingduring the last several years. Competing models, includingpaid media, cause marketing efforts and media brandedcampaigns, make it plain to see that we exist in a muchmore competitive environment than in years past. Add to this the fact that the media itself has become more fragmented than ever before and our challenge is evident.Yet, the Ad Council has adapted to the ever-changingmedia environment for over six decades, and we arepleased to detail the various strategies we are employing to ensure the organization’s continued success.

»Annual Report 2003-2004

MISSION STATEMENTTo identify a select number of significant public issues and stimulateaction on those issues through communications programs that make ameasurable difference in our society.

STATEMENT OF COMMITMENTThe Advertising Council is committed to making a longer-lasting impact on society by helping all our children have a better chance to achieve their full potential.

Table of ContentsOfficers’ Report 3

Media 7

Integrated Communications 9

Campaigns 10

Contributors 40

Public Service Award Dinner 44

Financials 46

Board of Directors 56

Advisory Committee on Public Issues 60

Campaign Review Committee 61

Media & Outdoor Steering Committees 62

Research Committee 63

Staff 64

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Identifying the Most Relevant Social IssuesWe have articulated our campaigns under three clearly defined themes: Community, Education and Health & Safety.The Ad Council staff, Board of Directors and Advisory Committee on Public Issues all work together with the nation’sleading nonprofit and government organizations to remain abreast of current social issues requiring our attention. Aswe identify the most important, relevant issues of the day, our campaign selection process is now more proactive thanin years past. Key campaigns resulting from this effort include Obesity Prevention, Underage Drinking Prevention andMental Health Destigmatization.

Recruiting Nation’s Leading Talent The continued success of the Ad Council’sbreakthrough creative is a direct result of theorganization’s commitment to recruiting thenation’s leading talent. As such, we continueto work with the nation’s top agencies. TheAd Council’s Campaign Review Committeecontinues to inspire our teams to raise thebar in order to ensure that each campaignachieves measurable results.

Gaining Maximum Exposure For Our Messages Through Donated MediaProgress in creating positive social change depends on our messages being seen and heard. We have therefore com-mitted to achieving a 25 percent share of donated media within three years. Among our key strategies are securingupfront media commitments, developing robust local market outreach and complementing our PSA campaigns withintegrated communications strategies.

Efforts to secure upfront media commitments have been well received by our media partners and have resulted ingenerous donations of time and space across all media. These commitments are further discussed in the Media sec-tion that follows this report (pg. 7).

Integrating CommunicationsThe Ad Council has met with great success in expanding our communications model. This shift has enabled us toincorporate several effective tools, including expanded public relations and interactive services, campaign collateralmaterials, in-school programs, corporate partnerships and the funding of long form programming and media part-nerships. These efforts are further detailed in the Integrated Communications section of this Annual Report (pg. 9).

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Utilizing Leading-Edge TechnologyThe Ad Council remains committed to utilizingthe most current technologies available to assistin extending the reach of our important mes-sages. To that end, adcouncil.org continues toexpand both in terms of content and capabili-ties. PSA Central, our online media distributioncenter, allows our media partners to downloadfor immediate use radio spots, live announcercopy, magazine and newspaper materials and of course web banners. Additionally, we haveinitiated digital distribution of our PSAs to television, radio and newspaper outlets nation-wide. Efforts to extend our campaign messagesbeyond the PSA include the development anddistribution of e-newsletters for campaigns,partnerships with technology firms to launchtext messaging programs via cell phones andeven creating a Smokey Bear icon for AOLInstant Messenger.

Commitment to ChildrenThe Commitment to Children strives to raise awareness and inspire action by developing messages thatstrengthen parenting skills; empower and support family members and caring adults to get involved inchildren’s lives; and to stimulate children and teens to engage in responsible behavior.

Today, public service advertising campaigns aimed at improving the lives of childrenaccount for approximately 70 percent of the Ad Council’s agenda, and the organizationhas leveraged more than $6.2 billion in donated media support of these campaigns.

In June, the Ad Council launched a landmark communications report, “TurningPoint: Engaging the Public on Behalf of Children,” with a successful briefing onCapitol Hill. Attended by nearly 160 individuals, including Congressional staffers,the CEOs of a number of prominent nonprofits and children’s organizations andgovernmental staff, the briefing presented an opportunity to tout the significantshift in attitudes about children in this country since the launch of the AdCouncil’s Commitment to Children nearly ten years ago.

The new report details the results of an original public opinion survey conductedwith more than 30 issue experts and reveals a measurable shift in the public’s atti-tudes toward helping children. The study reveals that there is no better time than

the present for all of us who are working on behalf of children. We must communicate more messagesthat will galvanize the public and get them involved in helping all children achieve their full potential.The report is intended to share effective communications strategies; summarize the Ad Council’s experi-ence and lay the groundwork for an umbrella campaign.

The new PSA Central section of adcouncil.org enables mediapartners to easily preview and order PSAs.

COMMUNITY EDUCATION HEALTH &SAFETY

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Health and Human Services Secretary Tommy Thompson discusses the obesity epidemic at campaign launch in Washington, D.C., March 2004.

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The report is available for download at adcouncil.org.

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Media: Extending Our Reach, Increasing Our ImpactFor the sixth straight year, the media community donated more than $1 billion in time and space for Ad CouncilPSAs. This support can be attributed to a variety of factors, including strategic media partnerships, upfront commit-ments, national and local outreach initiatives and new distribution methods.

Upfront CommitmentsLast year, the Ad Council set a goal to double its donated media support by the end of 2006. To that end, the organiza-tion secured unprecedented upfront media commitment from approximately 20 media companies, totaling more than$250 million.

Those companies include Clear Channel Communications; Time Warner, Inc.; Comcast Spotlight; Cox Communications,Inc.; Univision; Primedia; Bloomberg LLC; The New York TimesCompany; Hearst-Argyle Corp.; Rainbow MediaEnterprises/Cablevision; Yahoo!; New Age Media Concepts; 360 Youth; ABC Television Network; Cox Radio, Inc.; Charter Communications; Meredith Corporation; Info TouchTechnologies; College Sports Television; iVillage, Inc.; Hachette Filipacchi Media U.S., Inc.; Condé Nast Publications;Cox Newspapers, Inc. and ESPN, Inc.

PartnershipsThis year, partnerships with individual media outlets enabled the Ad Councilto communicate its messages to targeted audiences. An unprecedentedpartnership with the four major broadcast television networks (ABC, CBS,FOX and NBC) educated parents and caregivers about the V-Chip, and co-branded PSAs with the YES! Network and Sony Pictures Television (SPT)raised awareness of a number of critical issues. Furthermore, two mediapartners extended the Obesity Prevention campaign to millions ofAmericans, a special reality program with Lifetime Television encouragedviewers to take “small steps” to get healthy and PSAs created in partner-ship with the Sesame Workshop targeted parents and children about theimportance of healthier eating and physical activity.

Partnerships with the media trade associations have been integral inextending the reach and the impact of Ad Council campaigns this yearthrough their member engagement, PSA distributions and strategic road-blocks. These included an unprecedented magazine industry roadblock with the Magazine Publishers of America for a Disease Prevention cam-paign, a television roadblock with the Television Bureau of Advertising toprevent drunk driving during the holiday season and significant upfrontcommitments from the Outdoor Advertising Association of America.

Celebrating Advertising’s Gift to AmericaThe Ad Council remains steadfast in its commitment to demonstrating the industry’s contribution to improvingthe lives of our nation’s citizenry. We are committed to promoting the contributions of our industry and thetangible results of our campaigns to the general public, the industry itself and government audiences includ-ing the White House, Capitol Hill and local and state governments.

In the past year, the Ad Council increased its presenceon Capitol Hill by hosting a series of Congressionalbriefings in partnership with our campaign sponsors.These forums, attended by Congressional staff andmembers of Congress, promoted a number of our PSAcampaigns and our nonprofit sponsors, including HighSchool Dropout Prevention, Infant & Child Nutrition,Math/Science for Girls, Adoption and Blood Donation.We also met with Democratic and Republican Housepress secretaries to deliver a presentation on how tocreate effective PSAs.

In addition, the Ad Council meets one-on-one withCongressional staff to promote the good work of the Ad Council and the generosity of our agency andmedia partners. We also work to strengthen our relationships with key Hill constituencies, including the Congressional Black Caucus, Congressional Hispanic Caucus, Congressional Children’s Caucus and the Congressional Coalition on Adoption.

As we look toward 2005, we are confident in the Ad Council’s ability to continue to effect positive change through-out this nation. We are grateful to our partners in the advertising, media and corporate communities for continuingto trust in the work of the Ad Council and the power of public service advertising to make a difference.


Peggy ConlonPresident & CEO,The Advertising Council

Andrea AlstrupChair Emeritus,The Advertising Council;Corporate Vice President, Advertising,Johnson & Johnson

Janet RobinsonChair, The Advertising Council;Executive Vice President & Chief Operating Officer,The New York Times Company

Congressional Briefing on the importance of blood donation,hosted by the Ad Council and the campaign’s sponsors. Fromleft to right: Marc Pearce (AABB), Vicki Thomas (AmericanRed Cross), Jim MacPherson (America’s Blood Centers),Heidi Arthur (Ad Council), Dr. Sandler (Professor ofMedicine and Pathology at Georgetown University MedicalCenter) and Katie Delderfield (blood donor recipient).

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Florence Hendersonand Rachel Camposhosted a one-hourLifetime Televisionspecial that illustratedthe power of smallsteps taken by realwomen.

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Emilio Delgado, who plays the part of “Luis” on SesameStreet, teamed upwith Elmo to encourage families to take small steps to get healthy.

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For the third straightyear, the YES!Network donated itstime and talent todevelop co-brandedPSAs in support of AdCouncil campaigns.

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Local Outreach InitiativeAs the majority of its donated media support is obtained at the local level, the Ad Council recognizes the need to expand its regional outreach program to continue demonstrating its local relevance and impact. Regional directors now conduct outreach from New York, Los Angeles, Chicago and Atlanta, and additional directors will soon be positioned in cities nationwide. These directors stimulate donated media, engage local campaign sponsor representatives and convene briefings for media and advertising leaders to discuss key local issues.

Web Partnerships And Online SupportAs a result of strategic partnerships and outreach, the Ad Council served in excess of 12 billion impressions this year. Interactive partnerships with Yahoo!, AOL, MSN, New York Times.com, iVillage, the WB and many others helped to extend the reach of the Ad Council’s campaigns to the online community. Fastclick and DoubleClick, leaders in online advertising services, continued to serve all of the Ad Council’s Internet PSAs, which totals morethan 200 million impressions monthly.

New MediaThanks to partnerships with innovative alternative media companies, Ad Council PSAs are appearing in and on a variety of different media outlets including plasma screens and TV monitors in cinema lobbies and malls, checkoutcounters, elevators, taxi cabs, PDAs and smartphones, bars and restaurants, schools and doctors’ offices.


INTEGRATED COMMUNICATIONSIn an effort to maximize the exposure and awareness of its critically important messages, the Ad Council contin-ues to expand its model by incorporating a number of integrated communications tools into its PSA programs.

Public RelationsThe Ad Council works with many of the leading publicrelations agencies to develop and implement full-fledged PR programs on behalf of its clients. Theseprograms range from video news releases and satelliteand radio media tours to mat releases and press events.

This program is already making an enormous impact.Last year, publicity about the Ad Council and its cam-paigns reached more than 400 million people.

MarketingIn an effort to further extend the reach of its important messages beyond thetraditional PSA, the Ad Council has successfully incorporated various marketingcomponents into a number of its campaigns. Within the past year, we havedeveloped several in-school programs, which include curriculum for classroominstruction, as well as mall tours consisting of exhibits and interactive kiosks.

The Ad Council has also begun to explore various methods of extending its mes-sages through channels reached by major advertisers. One example is the cre-ation of a brochure in partnership with Nike on behalf of the Obesity Preventioncampaign. The brochures was distributed through Nike outlets.

Interactive ServicesThe Ad Council has developed creative online strategies to support thetraditional campaign. These activities range from full website develop-ment to site hosting and maintenance. In addition, Ad CouncilInteractive Services creates and executes online promotions includinge-newsletters and e-mail blasts, through third-party providers.

The Interactive Services Department is continuing to develop partner-ships with various firms including technology companies, searchengines and directories, as well as with firms specializing in researchand reporting, e-mail and alternative communications and develop-ment and design, in an effort to assist its campaigns in achievingmaximum impact for their online components.

The new Nike brochure, distributedto 75 Nike retail outlet stores, wasdeveloped as an in-store promotionto extend the reach of the ObesityPrevention campaign.

Media contacts are kept up-to-date on new campaignlaunches and special events with emails that link tocreative previews and PSA Central for ordering.

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For the past few years, our PSAs have appearedon the tops of taxi cabs. Now the ads (includingthe Drunk Driving Prevention spot) can beviewed on screens inside cabs nationwide.

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Now Showing: Ad Council PSAs can be seen in movietheater lobbies throughout the country.

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Our PSAs can now be found on PDAs and smartphones

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10 | Annual Report 2003-2004

CAMPAIGNSAfterschool Participation

American History Resource

Arts Education

Early Childhood Development

Family Literacy

High School Dropout Prevention

Lewis & Clark Bicentennial

Math/Science for Girls

Parental Involvement in Schools

Supporting Minority Education

Teacher Recruitment–NYC

EDUCATION

Blood Donation Booster Seat EducationBreastfeeding AwarenessBullying PreventionChild Asthma Attack PreventionChildhood Cancer ResourceColon Cancer Prevention Defending Homes from WildfireDisease PreventionDomestic Violence PreventionDrunk Driving PreventionHispanic Underage Drinking Prevention HIV DetectionInfant & Child NutritionModeling Non-Violent Behavior

National Mental Health Anti-StigmaCampaignObesity PreventionOnline Sexual ExploitationReducing Gun ViolenceSecondhand SmokeSkin Cancer PreventionStroke AwarenessTeen Dating Abuse PreventionTerrorism PreparednessTerrorism Preparedness–BusinessUnderage Drinking PreventionVacation for Children with Life -Threatening IllnessesWildfire Prevention

HEALTH & SAFETY

Adoption

Community Drug Prevention

Energy Efficiency

Environmental Conservation

Environmental Giving

Father Involvement

First Amendment Freedoms

Global AIDS Awareness

Historic Preservation

Housing Discrimination

Mentoring

Predatory Lending

Racial Cooperation

Volunteerism

Youth Volunteerism

Youth Voter Participation

COMMUNITY

Ad Council PSA campaigns, developed pro bono by advertising agenciesacross the country, have reflected the nation’s social condition for morethan six decades.

Throughout the years, Ad Council PSAs have addressed issues critical tothe welfare of our nation and its people. Although the specific campaignsthemselves may change from year to year, we continue to promote issuesthat will positively impact Communities, Education and Health & Safety.

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Adoption1-888-200-4005www.adoptuskids.orgSponsors > U.S. Department of Health and Human Services and The Adoption Exchange Association, The Collaboration to AdoptUSKidsAgency > kirshenbaum bond + partners

There are currently 532,000 children in the public child

welfare system; of these almost 118,000 are waiting for

an adoptive family. The U.S. Department of Health and

Human Services’ Administration for Children and Families

has partnered with The Adoption Exchange Association,

The Collaboration to AdoptUSKids and the Ad Council

to launch a new public service advertising campaign. The

campaign issues a call to action to prospective parents,

asking them to consider adopting a child from foster care.

The campaign aims to significantly increase the awareness

of the urgent need to provide loving, permanent homes for

these children.

Community Drug Prevention1-877-KIDS-313www.helpyourcommunity.orgSponsor > Office of National Drug Control PolicyAgency > Avrett, Free & Ginsberg

Research shows that kids who are active are less likely

to use drugs, and that adults can play a significant role in

helping kids in their communities. These PSAs encourage

individuals to get involved in their community through

volunteering, coaching or mentoring. The message commu-

nicated is that everyone has something to offer that can

be a positive influence on the kids in their community.

Viewers are encouraged to call the toll-free number

1-877-KIDS-313 or visit www.helpyourcommunity.org

to find local opportunities to get involved.

Energy Efficiencywww.energyhog.orgSponsor > Energy Outreach ColoradoAgency > Tracy Locke

This campaign introduces children to the dastardly Energy

Hog, who is determined to waste energy throughout the

home. With the knowledge gained from the interactive

campaign website, children can become top-notch Energy

Hog Busters and help their parents save energy in their

households. And by practicing simple measures of conser-

vation and by using energy more efficiently, families can

build strong energy habits and help their communities

reduce residential energy demand.

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There are currently

118,000children in thepublic child welfaresystem, waiting to be adopted.

Look for products with the

ENERGY STARsymbol to reduce energy waste.

In every community there is work to be done. In every nation, there are wounds to heal. In every heart there is the power to do it.

~Marianne Williamson

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Father Involvement It Takes a Man to Be a Dad.1-800-790-DADS, www.fatherhood.orgSponsor > National Fatherhood InitiativeAgency > Campbell-Ewald

More than 79% of Americans feel that “the most significant family or

social problem facing America is the physical absence of the father from

the home.” Research indicates that fatherlessness correlates closely with

crime, educational and emotional problems and adolescent difficulties.

This campaign is designed to help dads understand that their involve-

ment is critical to the well-being of their children. With a presence in

broadcast, print, outdoor and Internet media, these PSAs urge audiences

to call 1-800-790-DADS or visit www.fatherhood.org for information

about how to become a better father. In addition to general market

work, the campaign specifically addresses the unique aspects of father

absence in the underserved African-American and Hispanic communities.

First Amendment Freedoms Keep freedom strong. Exercise it.www.explorefreedomUSA.orgSponsor > The Advertising CouncilAgencies > The VCU Adcenter and The Martin Agency

In response to the tragedies of September 11, the

Campaign for Freedom was conceived as the advertising

industry’s gift to America during a time of crisis. The

newest phase of the campaign motivates Americans to

make the connection between protecting freedom and

taking personal responsibility for the freedoms they enjoy.

Ultimately, making this connection will result in greater

civic engagement on the part of all Americans. The ads

encourage Americans to visit www.explorefreedomusa.org

to find out how to keep freedom strong.

Global AIDS AwarenessAIDS is Preventable. Apathy is Lethal.www.apathyislethal.orgSponsor > United Nations FoundationAgency > Leo Burnett USA, Chicago

AIDS is the most devastating disease humankind has ever

faced. Worldwide, more than 40 million people live with

HIV. If nothing is done, countries all over the globe will

face ever-increasing death rates , decimated workforces

and, even more tragically, millions of young children

suffering. As it stands, AIDS has killed more than six

million children. The UN Secretary-General has called

for a global effort to combat this epidemic, and this UN

Foundation campaign implores Americans to get involved.

The PSAs illustrate the global devastation of AIDS by

showing its impact in an American context.

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Environmental Conservationwww.getgreen.comSponsor > Environmental Defense Agency > Ogilvy & Mather, NY

Although most Americans want to help the environment, they are missing

many easy opportunities because they don’t know how to help or are afraid

that the things they need to do will be too time-consuming or expensive.

Even though many Americans know that recycling helps, they don’t realize

exactly how or to what extent. The PSAs aim to educate people about the

changes they can make in their daily lives to: help keep the oceans healthy,

reduce waste, conserve resources, and help keep the air and water cleaner.

Environmental Givingwww.earthshare.orgSponsor > Earth Share Agency > FCB/Chicago

Every aspect of our environment is connected, from the African desert to the

Arctic wilderness, and each element depends upon and is affected by the

others. Earth Share offers one simple way to care for them all. Earth Share

represents the country’s leading environmental groups and provides an easy,

effective way to help protect our air, water, land, wildlife and public health.

Earth Share’s campaign beautifully and compellingly conveys man’s undeni-

able oneness with and responsibility to nature.

In the United States,

an estimated 33%of childrendo not live with their

biological father.

People who saw the PSAs were 3xas likely to have

given to an

international AIDS-related charity.

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Historic PreservationHistory Is in Our Hands.www.nationaltrust.orgSponsor > National Trust for Historic PreservationAgency > Arnold Worldwide

America’s historic places tell a fascinating story in brick

and stone, wood and steel: the story of us as a nation and

as a people. Providing tangible links with the people and

events that shaped our history, they help us to understand

who we are. But they are fragile. Some sources say that

historic structures are being destroyed at a rate of 250,000

per year. The National Trust for Historic Preservation works

to save the buildings, communities and landscapes that

tell our nation’s story. The PSAs focus on the threats that

endanger these treasures and encourage Americans to

appreciate and save them so future generations can be

informed and inspired.

Housing Discrimination1-800-669-9777www.fairhousinglaw.orgSponsors > Leadership Conference on Civil Rights EducationFund, U.S. Department of Housing and Urban DevelopmentAgency > Merkley + Partners

The federal Fair Housing Act of 1968 prohibits housing

discrimination based on race, color, national origin,

religion, sex, family status or disability. Still, over 99%

of an estimated two million instances occur annually

without redress or restitution. The Leadership Conference

on Civil Rights Education Fund, the National Fair Housing

Alliance and the U.S. Department of Housing and Urban

Development (HUD) have partnered to raise awareness of

the illegality and widespread but subtle forms of housing

discrimination. Those who have witnessed or experienced

discrimination are encouraged to report it by calling HUD

at 1-800-669-9777 or visiting www.fairhousinglaw.org.

By making individuals aware of housing discrimination,

we can empower them to report it and help stop it.

Mentoring1-888-412-BIGS www.bigbrothersbigsisters.orgSponsor > Big Brothers Big Sisters of AmericaAgency > Lowe Worldwide

There are approximately 14 million young people at risk of

not reaching productive adulthood in America. Big Brothers

Big Sisters of America (BBBSA) provides one-to-one men-

toring, relationships between adult volunteers and children

in 460 programs throughout the U.S. This campaign

encourages individuals to support Big Brothers Big Sisters

and make a positive difference in the life of a child. The

PSAs capture humorous, everyday moments made possible

through mentoring and demonstrate how simple and fun it

is to be part of a child’s life. Viewers

and listeners are urged to visit

bigbrothersbigsisters.org or call a

toll-free number, 1-888-412-BIGS,

to find out how they can get involved.

Predatory Lending1-866-222-FAIRSponsor > National Fair Housing AllianceAgency > Eisner Communications

Predatory lending is a set of unfair, unethical and some-

times illegal lending practices designed specifically

to deceive unsuspecting homeowners. Predatory loans

contain high interest rates and fees far beyond those set

by fair lending institutions, ultimately lead to the loss

of one’s home. The National Fair Housing Alliance

(NFHA) and the Ad Council have partnered to create a

campaign that will teach consumers how to recognize

and report predatory lending before it occurs. This

education campaign encourages African-American and

Hispanic homeowners, who are the most frequent targets,

to call for information about how to avoid falling prey to

predatory lenders and the essential questions to ask a

lender before refinancing.

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After the campaign

launch, applications

to BBBS to become a

mentorincreased

There are an estimated

2 millioncases of housing discrimination each year in the US.

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75%

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Racial Cooperation Imagine the Power of One Voice.www.freedomcenter.orgSponsor > National Underground Railroad Freedom CenterAgency > Leo Burnett USA, Chicago

Racial injustice prevents many Americans from enjoying

the essential freedoms on which this country was founded.

The pursuit of racial harmony and cooperation is a mission

for freedom that should be undertaken by everyone. This

campaign strives to galvanize Americans to support this

vital cause by showing them how small, simple steps of

courage can effect critical positive change. The PSAs urge

citizens to imagine the power of one voice and speak out

against incidents of racial injustice.

VolunteerismMake a Difference. Volunteer.1-877-USA-CORPS www.usafreedomcorps.govSponsor > USA Freedom CorpsAgencies > BBDO New York, The Martin Agency

This campaign encourages every American to engage in

service to their neighbors, to our nation and to the world.

Audiences are urged to volunteer in a way that reflects

their talents and interests. To help them find a volunteer

opportunity, they are directed to the USA Freedom Corps

website, www.usafreedomcorps.gov, which features the

largest clearinghouse of volunteer opportunities ever

created. They may also call 1-877-USA-CORPS for infor-

mation about service opportunities.

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Youth Voter ParticipationDon’t Just Take a Stand. Act., www.registerandvote2004.orgSponsor > Federal Voting Assistance Program Agency > WestWayne

Of all the ways to be involved in issues you care about, voting is one of the easiest. Still, there has been a substan-

tial decrease in voter turnout over the last 25 years, especially among 18–24 year-olds. This year’s VOTE campaign

is designed to raise young people’s awareness of voting by offering a comic portrayal of the fact that many young

people have opinions but few do something about them. This generation is very passionate about issues important

to them, and is actually much more engaged than they realize. The new ads encourage young citizens to take a

stand and act, with the simplest way being registering and voting. To register and vote, people are directed to the

campaign website, www.registerandvote2004.org.

Youth VolunteerismDo what you like to do. Volunteer.www.teensvolunteer.orgSponsor > National Crime Prevention CouncilAgency > Saatchi & Saatchi

The National Crime Prevention Council’s teen cam-

paign encourages teens to volunteer as a way of

preventing crime and building a safer community.

When teens get involved in volunteer activities, they

work on solving community problems and become

connected, active and engaged members of their

neighborhood who are less likely to victimize or

become victims of crime. The PSAs encourage

teens to volunteer by taking an activity they like to

do and using it to help others in their community.

The empowering PSAs invite teens to visit

www.teensvolunteer.org to find out ways they can

volunteer in their community.

4.6 millionmore young people

(18–29) votedin 2004 than in 2000.

“There is no beginning too small.” ~Henry David Thoreau

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Afterschool Participationwww.afterschoolnow.org (adult) www.afterschoolscene.com (youth)Sponsors > Afterschool Alliance, C.S. Mott FoundationAgency > DDB Chicago

As many as 15 million children have no place to go once

the school bell rings. These children are at greater risk of

engaging in risky or criminal behavior. Kids who are in

afterschool programs, however, do better in school and

have greater expectations for the future. Afterschool pro-

grams also allow them to do the things they’re passionate

about. Most kids think afterschool programs limit their

opportunities. These PSAs show them that afterschool pro-

grams offer a much better alternative than they think. The

PSAs ask kids to visit the website, www.afterschoolscene.com,

to learn what afterschool programs can be.

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American History ResourceIt’s fun to know history.www.americaslibrary.gov, www.loc.govSponsor > Library of Congress Agency > DDB Chicago

The Library of Congress seeks to engage all Americans in learning their nation’s history through its online

resources. The youth-targeted campaign encourages children and families to visit “America’s Library,” an easy-to-

use and entertaining website, www.americaslibrary.gov, where they can have fun learning about history together.

The adult-targeted campaign, “History: America’s Great National Pastime,” incorporates fun historical facts into

comical situations and shows adults how knowing fascinating facts about American history can be fun. The spots

encourage all adults to visit the Library of Congress website at www.loc.gov, where an easy-to-use portal called

“Wise Guide” introduces them to historical highlights and fascinating facts from the library’s collections.

“The great aim of education is not knowledge, but action.” ~Herbert Spencer

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As many as

15millionkids have no place to go once the school day ends.

89% of Americansbelieve that artseducation is important enough thatschools should find themoney to ensure classes.

Arts EducationThe less art kids get, the more it shows. Art. Ask for more.www.AmericansForTheArts.orgSponsor > Americans for the Arts Agency > GSD&M

According to Americans for the Arts, most parents

believe that the arts are vital to children’s lives,

fulfilling an important role by nurturing a well-rounded

education. Unfortunately, most parents also believe

that as long as their child has some arts, that’s all they

need. Some art is not enough. This PSA campaign is

designed to increase involvement in championing arts

education both in and out of school. The campaign

uses humor to illustrate the consequences for a child

who has not had the benefit of arts education. Parents

and other concerned citizens are encouraged to visit

www.AmericansForTheArts.org to take action on behalf

of the arts and arts education.

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Family LiteracyFamily learning programs. The first step to a better life.1-877-FAMLIT-1 www.famlit.orgSponsor > National Center for Family LiteracyAgency > J. Walter Thompson, New York

Family literacy is a powerful and innovative

approach to intergenerational education that

brings the parent and child together in the

learning environment. Developed in partner-

ship with the National Center for Family

Literacy, this campaign offers hope to those families

struggling with educational and non-educational barriers.

The television and radio PSAs encourage parents with low

literacy skills to call 1-877-FAMLIT-1 to get live informa-

tion about family literacy services in their area. The print

and web PSAs educate the general public and potential

supporters about the value of family literacy programs

and direct readers to visit www.famlit.org to find out how

they can get involved.

Lewis & Clark BicentennialWalk with them and see what you discover.www.lewisandclark200.orgSponsors > National Council of the Lewis and ClarkBicentennial, Missouri Historical Society Agency > Y&R, NY

This year marks the 200th anniversary of the Lewis

and Clark expedition, one of the most significant

events in our history. The expedition forever

changed the lives and landscape for all Americans

and its lessons are far reaching. From 2003 to

2006 our nation is commemorating this incredible

journey, offering Americans a valuable opportunity

to learn from the past and explore our diverse

cultures. These PSAs show Americans that by

walking in the footsteps of Lewis and Clark we

can discover truths, ideals and lessons that can

still guide us today.

»

»»

» High School Dropout PreventionWhatever it takes, don’t let your friends drop out.1-877-FOR-A-KID, 1-866-ESTUDIA www.operationgraduation.comSponsor > United States ArmyAgency > J. Walter Thompson, New York

Operation Graduation is the U.S. Army’s

initiative to improve the educational

achievement of teens at risk of dropping

out of school. Operation Graduation

endeavors to improve high school graduation rates and to

promote a broader awareness of the importance of an education.

The student-targeted PSAs, available in English and Spanish,

encourage teens to do whatever it takes to keep their friends

in school. These PSAs link to www.operationgraduation.com for

guidance on a range of teen issues. The parent-targeted PSAs

show that parental involvement and encouragement can make

a difference. They direct parents to call 1-877-FOR-A-KID or

1-866-ESTUDIA (Spanish) for tips on keeping children in school.

People who saw the PSAs were

2 times aslikely to be aware of family learning centers.

More than1,300 studentsdrop out ofschool each day.

Early Childhood Development Sponsor > United Way Agency > McCann Erickson, New York

Research indicates a strong connection between the quality

of a child’s early learning experience (from birth to age 5)

and the child’s success later in life. Children who have

access to high-quality, active early childcare programs show

later increases in language skills, reading levels, graduation

rates and job productivity. By the time children reach

kindergarten, there is already a tremendous difference

between those who have had quality early learning experi-

ences and those who have not; those without quality expe-

riences are often one to two years behind in language and

other skills. Sponsored by United Way, this campaign seeks

to raise awareness about the importance of quality early

learning and to help parents to understand the value of

their involvement in those early years.

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Math and Science for GirlsSet your sights on math and science. It’s a great way to see the world.www.girlsgotech.orgSponsor > Girls Scouts of the USAAgency > The Kaplan Thaler Group

Studies show that by age 12, many girls lose interest in

math, science and technology and their chance at future

jobs. Girls Go Tech is an initiative to encourage girls to

develop an early interest in these subjects and ultimately

maintain that interest as they grow up to help ensure a

more diverse, dynamic and productive workforce. The PSA

campaign highlights the math, science and technology

behind everyday life, and encourages young girls to “Set

your sights on math and science. It’s a great way to see the

world.” The PSAs direct viewers to visit www.GirlsGoTech.org,

an interactive website which provides activities that encour-

age girls to become interested in how things work.

Parental Involvement in SchoolsKnow more, do more.800-307-4PTAwww.pta.orgSponsor > National PTAAgencies > J. Walter Thompson, Chicago, Mendoza Dillon (Spanish)

In the United States, there are currently 50 million

children enrolled in public school. However, only one in

four parents is actively involved in their child’s schools,

and for working parents that drops to one in nine.

Sponsored by the National PTA, this campaign creates a

national call to parents to find out simple ways that they

can become actively involved in their children’s school.

Children of involved parents generally have higher grades

and test scores, better attendance, more motivation and

better self-esteem. These PSAs communicate that when

parents know more about their child’s school, they know

more about their child.

Supporting Minority EducationA mind is a terrible thing to waste.®

www.uncf.orgSponsor > United Negro College FundAgency > Y&R, NY

In the 33 years since the inception of this campaign,

UNCF has helped more than 350,000 minority students

graduate from college. The spots focus on the self-

fulfilled benefits of those determined students who are

able to attend college due to the generosity of others.

They also remind us of the tragic reality of unrealized

potential. Continued support of UNCF’s mission and this

campaign assures that deserving

students fulfill their dreams rather

than watch them pass by.

Teacher Recruitment–NYCJoin New York’s Brightest. Teach NYC.www.teachnyc.netSponsors > The New York City Department of Education(DOE), Appleseed FoundationAgency > Agent 16

Under Mayor Bloomberg’s leadership, The New York City

Department of Education is undertaking a massive effort to

transform the city’s schools and give New York’s children

the education they need for success in the 21st century.

A critical component of this massive reform is the recruit-

ment of the highest-quality teacher candidates and the

retention of New York City’s current teaching force. This

PSA campaign, “Join New York’s Brightest–Teach NYC,” is

a compelling tribute to the heroic calling of the New York

City schoolteacher. The campaign objective is to help New

York City attract its largest pool of teaching candidates,

increasing candidate quality. The campaign also seeks to

recognize and pay homage to New York City’s unrecognized

heroes– the existing public school teachers. Potential

teachers are encouraged to visit www.teachnyc.net to find

out how they can become New York City teachers.

» » » »

Children are our most valuable natural resource. ~Herbert Hoover

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UNCF has raised

over $2 billionand helped 350,000students earn college degrees.

Today, more than

60% of alljobs requiresome form oftechnology skills.

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Blood Donation www.bloodsaves.comSponsors > AABB, America’s Blood Centers, American Red Cross Agency > Euro RSCG Worldwide, New York

Each year, nearly five million Americans need a life-saving

blood transfusion, and 38,000 units of blood are needed

every day in this country. Not surprisingly, most Americans

know little and think less about donating blood; almost 20

percent of non-donors cite “never thought about it” as the

main reason for not giving. Developed in partnership with

the AABB, America’s Blood Centers and the American Red

Cross, the campaign aims to increase awareness of the

need for regular blood donation among young adults, with

a focus on those between the ages of 17 and 24, and to

set the foundation for lifelong donor behavior. Viewers are

encouraged to visit www.bloodsaves.com to learn about the

blood donation process and see how they can get involved

in their communities.

Booster Seat Educationwww.boosterseat.govSponsors > U.S. Department of Transportation, National Highway Traffic Safety AdministrationAgency > Leo Burnett USA, Chicago

A staggering 80–90% of all children in the U.S. who

should be restrained in a booster seat are not. Children

who have outgrown their child safety seat, but who are still

under 4'9", are safer sitting in a booster seat, rather than

immediately transitioning to an adult seat belt. Developed

in partnership with the U.S. Department of Transportation,

National Highway Traffic Safety Administration, the goal

of this PSA campaign is to educate parents of children who

have outgrown their child safety seat that a booster seat

is a life-saving transition to an adult seat belt.

Breastfeeding AwarenessBabies were born to be breastfed.800-994-WOMAN, www.4woman.govSponsor > U.S. Department of Health and Human Services

While many Americans know that the best form of nutrition

for babies is breastmilk, our nation has one of the lowest

breastfeeding rates in the developed world. Recent studies

show that babies who are breastfed are less likely to

develop ear infections, respiratory illness and diarrhea.

That is why the U.S. Department of Health and Human

Services and the Ad Council have teamed up to develop

a national breastfeeding awareness campaign. All of the

ads drive home the message “Babies were born to be

breastfed.” The public is asked to visit www.4woman.gov

or call 1-800-994-WOMAN to talk with trained information

specialists who can help with breastfeeding issues.

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Good friends are good for your health.~Irwin Sarason

» » »

Donating1 Pint of BloodCan Save Up to

3 lives.

80-90% of the

children inAmerica who should be restrained in a booster seat are not.

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Bullying PreventionFriendship beats bullies every time.www.mcgruff.orgSponsor > National Crime Prevention CouncilAgency > Saatchi & Saatchi

Bullying is a widespread problem for our nation’s youth–

bullying and teasing are cited as the top school troubles

of students ages 8-15. The National Crime Prevention

Council’s Bullying Prevention Initiative is designed to

counteract bullying at a young age. It is important that

victims of bullying understand what they can do when

confronted by a bully. Furthermore, since most bullying

incidents are witnessed by other kids, it is essential that

witnesses of bullying incidents understand that they can

have a major impact by intervening in a bullying situation.

By intervening, witnesses can help prevent bullying and

form friendships with those around them. This campaign

shows children who witness bullying that they can take

action to prevent bullying through befriending the victim.

Kids are encouraged to visit www.mcgruff.org to learn

what they can do when they witness a bullying incident

or if they are a victim.

Child Asthma Attack Prevention1-866-NO-ATTACKSwww.noattacks.orgSponsor > Environmental Protection AgencyAgency > Grey Worldwide

Since 1980, the number of people with asthma has more

than doubled. In 2001, more than four million children

suffered from asthma attacks. The CDC estimates that

children miss 14 million school days each year due to

asthma. Although there is no known cure for this disease,

experts agree that there are a variety of ways to reduce the

number of asthma attacks. In the second year of this pub-

lic information campaign, the PSAs revisit the arresting

metaphor of a fish struggling to breathe and focus on com-

mon indoor triggers that can lead to attacks. The campaign

urges parents to take action now to prevent their kids from

having to visit the emergency room.

Childhood Cancer ResourceYou’re not as alone as you feel.www.curesearch.orgSponsor > CureSearch National Childhood Cancer FoundationAgency > Y&R, New York

Right now, over 40,000 infants, children and young adults

are being treated for childhood cancer in the U.S., and the

incidence of the disease continues to grow steadily as it

has over the past 25 years. Childhood cancer is the leading

cause of death by disease, claiming the lives of more young

people than any other disease. This new PSA campaign

provides help and hope to parents and families by introduc-

ing viewers to CureSearch, the organization that represents

every pediatric cancer program in North America, and

provides compassionate care to 90% of children with

cancer. CureSearch supports a collaborative network of

over 5,000 doctors and researchers who have turned

childhood cancer from a nearly incurable disease into one

with an overall cure rate of 78%. The PSAs guide viewers

to www.curesearch.org, the only comprehensive online

resource providing up-to-date, scientific data about

childhood cancer and trusted help for patients, survivors,

families and everyone touched by the disease.

Colon Cancer Prevention Get the test. Get the polyp. Get the cure.1-800-ACS-2345www.cancer.org Sponsor > American Cancer SocietyAgency > Campbell-Ewald

Colon cancer is the third most commonly diagnosed

cancer in men and women, and the second leading cause

of cancer deaths in the U.S. According to the American

Cancer Society, colon cancer kills more African-Americans

than any other ethnic group in the U.S., and there is a

dire need to raise awareness of the disease among

Hispanic/Latino audiences. Adding to the success of the

initial Polyp Man campaign, recent spots target African-

American and Hispanic/Latino populations. The humorous

PSAs are designed to motivate individuals to get tested,

even if they have no symptoms, and focus on the over-

whelming cure rate associated with early detection. Both

the original general market and the new targeted ads are

currently in rotation.

» »»»

Children miss an estimated

14 milliondays of school each

year due to asthma.

Over 90%of those diagnosedwith colon cancerat an early stage

survive morethan 5 years.

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Defending Homes from Wildfirewww.firewise.orgSponsors > USDA Forest Service, National Association of State ForestersAgency > FCB-Southern California

The crisis of wildland fires is spreading through America.

As more homes are being built in woodland areas, these

fires no longer solely affect vegetation and land, but fami-

lies and communities as well. The goal of this campaign

is to reduce the staggering impact and costs of severe

wildland fires by generating the creation of Firewise com-

munities. This campaign informs woodland homeowners

of the causes of wildfires and seeks to instill a sense of

personal responsibility for the prevention and losses by

wildland fires within their own

community. Being Firewise is

everyone’s responsibility, and

homeowners need to be aware

of the measures they can take

to protect their property.

Disease PreventionProtect Yourself from Yourself.1-866-399-6789www.everydaychoices.org.Sponsors > American Cancer Society, American DiabetesAssociation, American Heart AssociationAgency > Publicis New York

Americans are inundated with “get healthy” messages, but

with little results. Their health continues to be negatively

affected by high obesity, physical inactivity and smoking

rates. Each year, 1.5 million people die from diseases

largely related to lifestyle–cancer, diabetes, heart disease

or stroke–representing nearly two out of every three deaths.

The American Cancer Society, American Diabetes

Association and American Heart Association have joined

in a historic collaboration to help Americans make everyday

choices that will reduce their risk of these life-threatening

diseases. Eating right, getting active, not smoking and

seeing a doctor will help women stay healthy. The

PSAs direct viewers to call 1-866-399-6789 or visit

www.everydaychoices.org.

Drunk Driving PreventionFriends Don’t Let Friends Drive Drunk.www.stopimpaireddriving.govSponsor > U.S. Department of Transportation, National Highway Traffic Safety Administration

This campaign features real photographs and stories of

individuals who lost their lives because of alcohol-impaired

drivers. While alcohol-related deaths reached a low in the

late 1990s, the number of people killed by drunk drivers

has been rising ever since. The PSAs encourage everyone

to take an active role in preventing someone from driving

drunk. Additionally, television and radio PSAs have been

produced in conjunction with RADD and NAB. These spots

showcase celebrities including Aerosmith, Barry Bonds,

Kelly Hu and others, all supporting the message “Friends

Don’t Let Friends Drive Drunk.”

Hispanic Underage Drinking PreventionAlcohol before age 21 can diminish a child’s potential.1-877-POR-TU-HIJOwww.portuhijo.org, www.foryourchild.orgSponsor > Mothers Against Drunk Driving (MADD)Agency > la comunidad

Sponsored by Mothers Against Drunk Driving (MADD) and

created pro bono by Miami-based ad agency la comunidad,

this campaign aims to raise parental awareness about the

dangers of underage drinking on the developing brain. The

campaign emphasizes the critical role that all parents play

in shaping their child’s perception of alcohol. The Centers

for Disease Control reports 30 percent of high school

students who drank before the age of 13 were Hispanic.

The ultimate goal of the campaign is to delay the current

onset age of underage drinking among Hispanic youth,

thereby reducing the prevalence of the problem.

Domestic Violence Prevention Teach Early., www.endabuse.org Sponsor > Family Violence Prevention Fund Agency > Berlin Cameron/Red Cell Funder > Waitt Family Foundation

Adults have an important role to play in helping prevent domestic abuse. The objective of the campaign is to engage men and have them

speak to boys about how women should be treated. By influencing the attitudes and behavior of young boys, adults can help prevent

violence toward women. The PSAs encourage men to learn about the role they can play in putting an end to domestic violence.

» »

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Over 250,000people visited the

FVPF’s CoachingBoys into Men webpage in 2003.

In one year,www.firewise.org nearly doubled itsregistered mailing listrecipients, and hits to

the website tripled.

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HIV DetectionKnow Your Status.1-800-342-AIDS Sponsor > U.S. Department of Health and Human ServicesAgency > Vogt Goldstein

Every hour, two people between the ages of 13 and 24

will be infected with HIV, and more than 380,000

Americans are already living with AIDS. While the disease

affects all Americans, HIV/AIDS has had a profound impact

upon the African-American community. The disease

ranks as one of the top three leading causes of death for

African-Americans ages 25–54. The good news is that HIV

is preventable, and information can help stem the spread

of this disease. The U.S. Department of Health and Human

Services launched the HIV Detection campaign to help

curb the rise of new HIV infections. The spots illustrate the

importance of getting tested for HIV and encourage young

men to “know your status.” The PSAs also provide viewers

with a confidential, toll-free number (1-800-342-AIDS)

where they can find out more information about testing,

prevention techniques and treatment options.

Infant & Child Nutrition1-866-WIC-INFOwww.nwica.orgSponsor > National WIC AssociationAgency > Gotham Inc.

WIC programs are dedicated to providing nutrition educa-

tion and healthcare services to income-qualified and nutri-

tionally high-risk women, infants and children, as well as

to pregnant or nursing mothers. Participants are provided

a safe, nurturing environment for education, healthcare and

social service referrals, as well as free access to nutritious

foods. This campaign communicates that poor nutrition

increases the chance of anemia, adds to healthcare costs,

stunts the ability to learn and limits memory development.

Families who respond to the PSA and the tagline “Your

child has you. And you have WIC,” are encouraged to call

1-866-WIC-INFO to get more information and find out if

they are eligible for the program.

National Mental Health Anti-StigmaSponsor > U.S. Department of Health and Human Services, Substance Abuse and Mental Health Services Administration Agency > Hill Holliday

The issue of mental health in our country is pervasive and complex. An estimated 22.1 percent of Americans ages 18

and older–about 1 in 5 adults–suffer from a diagnosable mental disorder in a given year. The impact of these illnesses is

under-recognized as a public health burden and comes with a high financial cost. One of the most pervasive barriers to

understanding the seriousness of mental health is stigma. Stigma often leads the general public to avoid people with mental

disorders and causes individuals with mental health problems to internalize public attitudes and avoid seeking treatment

and services. The objective of the National Mental Health Anti-Stigma Campaign is to shatter the misconceptions about

individuals with mental health problems, help the general public and individuals understand that recovery is possible and

encourage help-seeking behavior. The Campaign will also focus on promoting understanding and wellness in culturally

diverse communities. The Campaign will build public support for the value of mental health services by reducing stigma,

increasing awareness and understanding about mental illnesses and encouraging help-seeking behavior.

Modeling Non-Violent Behavior1-877-ACT-WISEwww.actagainstviolence.orgSponsor > American Psychological AssociationAgency > chemistri

Habits of aggression and violence can be avoided

if young children are provided with constructive

role models, taught problem-solving skills and

protected from exposure to violence in their

environment. This campaign uses positive images

to communicate that children are always learning

and parents and caregivers have an opportunity

to shape them by modeling positive, non-violent

behavior. By visiting www.actagainstviolence.org

or calling 1-877-ACT-WISE, the public can access

information concerning the development of

specific skills for positive role modeling and

violence prevention.

» »

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Things do not change, we change.~Henry David Thoreau

Malnutritionis a factor in more

than half of all childhood deaths.

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Obesity PreventionTake a Small Step to Get Healthy.www.smallstep.govSponsor > U.S. Department of Health and Human ServicesAgency > McCann Erickson New York

Obesity and Overweight constitute a tremendous health

crisis in the United States today. Over two-thirds of the

adult population in the U.S. is currently overweight or

obese, and the obesity rate among adults has increased

by more than 60 percent over the last 10 years. The Ad

Council, in partnership with the U.S. Department of Health

and Human Services, launched a comprehensive PSA cam-

paign to inspire Americans to change

their lives through healthier eating and

increased physical activity. The cam-

paign includes African-American and

Hispanic targeted efforts.

Online Sexual ExploitationHelp Delete Online Predators.1-800-THE-LOST www.cybertipline.comSponsor > National Center for Missing & Exploited ChildrenAgency > Merkley + Partners

The prevalence of sexual victimization of children in the

United States is overwhelming, yet largely unrecognized

and underreported. With the advent of the Internet, child

predators have a new medium to reach potential victims

and to perpetrate crimes. Parents need to understand

the pervasiveness of this problem and the vulnerability

of their children as potential victims. This campaign is

designed to raise awareness about the prevalence of

online sexual exploitation and to help parents better

protect their children against online sexual predators.

The PSAs encourage parents to visit www.cybertipline.com

or call 1-800-THE-LOST to obtain information on how they

can better protect their kids online and to report any

incidents of online sexual exploitation.

Reducing Gun ViolenceGun Crimes Hit Home.www.psn.govSponsors > Project Safe Neighborhoods, National CrimePrevention Council, The Department of JusticeAgency > Mullen

Even though progress has been made in fighting violent

crime in America, our nation still has one of the highest

crime rates in the industrialized world. A teenager is more

likely to die from a gunshot than from all other natural

causes of death combined. Project Safe Neighborhoods

(PSN) is a nationwide commitment to reduce gun crime in

America. Funded through a grant from the Department of

Justice and sponsored by the National Crime Prevention

Council, the new PSA campaign will encourage youth to

think about the repercussions of gun crimes and will link

the consequences of gun violence–death and jail time–to

the effects on the families of the youth.

Secondhand SmokeDon’t pass gas. Take it outside.1-888-NO-PASS-GASwww.dontpassgas.orgSponsor > American Legacy FoundationAgency > Crispin Porter + Bogusky

Approximately 19% of children in the U.S. are exposed

to secondhand smoke at home. Children with at least

one smoking parent have a 25–40 percent increased risk

of chronic respiratory symptoms, and 30,000 asthma

cases annually can be attributed to secondhand smoke.

Sponsored by the American Legacy Foundation, the new

campaign will communicate the health and social effects

of secondhand smoke and motivate parents who smoke

to create smoke-free environments for their children.

» » » »

Currently, 64%of Americansare overweightor obese.

Teenagers aremore likely to diefrom a gunshotthan from all other natural causes of death combined.

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Skin Cancer PreventionSunproof America!™

www.skincancer.orgSponsor > The Skin Cancer FoundationAgency > Euro-RSCG Worldwide

Skin cancer is a serious and growing public health issue

today. In the United States alone, someone is diagnosed

with melanoma every ten minutes, and someone else dies

of it every hour. However, it is one of the most preventable

types of cancer. In fact, almost all skin cancer is preventa-

ble with proper precautions. This campaign educates

consumers about the serious and often life-threatening

effects of sun exposure leading to skin cancer, and what

they can do to prevent it. Primarily, the campaign seeks

to raise awareness among women about the dangers of sun

exposure to themselves and to their families. Viewers are

encouraged to visit www.skincancer.org to learn more about

how they can become “sun safe.”

Stroke AwarenessTime lost is brain lost.www.StrokeAssociation.orgSponsor > American Stroke AssociationAgencies > Carmichael Lynch (2002 - 2003),BBDO Atlanta (May 2004 - present)

Stroke is the third largest killer in the country and is a

leading cause of severe, long-term disability. Tragically, the

groups of people with the highest risk and incidence of

stroke are persons at least 75 years old, African-Americans

and men, and are also the least knowledgeable about

warning signs and risk factors. However, stroke can

affect people of all ages. Developed in partnership with

the American Stroke Association, the goal of this PSA

campaign is to increase immediate stroke recognition

and response. The campaign arms the public with the

knowledge that a fast reaction to stroke symptoms is

critical in potentially lessening the devastating effects

caused by stroke.

Teen Dating Abuse Preventionwww.seeitandstopit.orgSponsors > Teen Action Campaign, Family Violence Prevention FundAgency > Hill Holliday

According to statistics, 40 percent of girls age 14 to 17

report knowing someone their age who has been hit or

beaten by a boyfriend. The Teen Action Campaign seeks

to encourage and empower teens to recognize and reject

unhealthy, potentially abusive relationships in their lives

and the lives of their peers. By depicting teens in real-life

situations, recognizing the warning signs and speaking

out against abusive behavior, the campaign provides teens

with the tools and resources necessary to “see it and stop

it.” The goal of the campaign is

to change attitudes and behavior

before they become familiar,

entrenched patterns, and to

foster intolerance for abuse.

Terrorism Preparedness1-800-BE-READYwww.ready.gov, www.listo.govSponsor > U.S. Department of Homeland SecurityAgencies > BBDO New York, Elevation Ltd. (Hispanic), Neiman Group

Americans want more information on emergency prepared-

ness. Specifically, they want clear, concise, simple steps

that they can take to better prepare in advance of an

emergency and the assurance that preparedness can make

a difference. Since the launch of this campaign, numerous

strides have been made in the area of preparedness: The

percentage of parents who have stocked emergency sup-

plies to prepare for a possible terrorist attack has increased

significantly and the proportion of parents who have creat-

ed a family communications plan has increased. However,

despite these remarkable results, most Americans have

still not taken basic steps to prepare. In order to continue

to encourage all Americans to prepare themselves, their

families and their communities, the U.S. Department of

Homeland Security has sponsored public service advertise-

ments that empower Americans to prepare for and respond

to potential terrorist attacks and other emergencies.

» » » »Stroke is the thirdlargest killer in the U.S.

40% of girlsage 14 to 17 knowsomeone their agewho has been hit orbeaten by a boyfriend.

In every conceivable manner, the family is link to our past,bridge to our future. ~Alex Haley

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Underage Drinking Prevention Sponsor > U.S. Department of Health and Human Services, Substance Abuse and Mental Health Services AdministrationAgency > The Kaplan Thaler Group

Underage drinking has many serious and potentially life-threatening consequences. Youth who begin drinking before

age 15 are more than five times as likely to develop alcohol dependence as compared to those who wait until the age

of 21. In addition, underage drinking can negatively affect brain activity, slowing down reaction time, reducing inhi-

bitions, affecting judgment, masking memory and resulting in poor decision making. These changes may decrease

academic performance, increase the likelihood of behavioral problems and may eventually lead to a change in brain

development, long-term health risks and addiction. This parent-targeted campaign is aimed to reduce and delay the

onset of underage drinking by increasing communication between parents and youth.

Vacation for Children with Life-Threatening Illnesses1-800-995-KIDSwww.gktw.orgSponsor > Give Kids The WorldAgency > Grey Worldwide

Cancer, cystic fibrosis, muscular dystrophy ... thousands of

children in the United States are battling these and many

more life-threatening illnesses every day. Those who are

granted a last wish often wish to visit central Florida’s most

famous attractions. Give Kids The World, a nonprofit resort

for children with life-threatening illnesses, fulfills these

wishes at a whimsical village near Orlando. Give Kids The

World provides accommodations, attraction tickets, meals

and more for over 5,000 children and their families each

year, but unfortunately many more families are unaware of

the organization. This PSA campaign is designed to create

awareness and motivate the public to Give Kids The World.

Wildfire PreventionOnly You Can Prevent Wildfires.www.smokeybear.comSponsors > USDA Forest Service, National Association of State ForestersAgencies > FCB-Southern California, Ruder-Finn Interactive

Since 1944, Smokey Bear has been a recognized symbol

of conservation and the protection of America’s forests.

Sponsoring this campaign are the USDA Forest Service

and the National Association of State Foresters, who seek

to make Smokey’s message of wildfire prevention contem-

porary and impactful. These PSAs welcome Smokey Bear

back to viewers and offer a powerful, fresh perspective on

wildfire prevention by bringing both Smokey Bear and his

message, “Only You Can Prevent Wildfires,” back into the

advertising. Viewers are asked to be responsible for any

fire they start. Smokey is once again counting on adults

and children to help spread his critical message of

wildfire prevention.

Terrorism Preparedness–Businesswww.ready.govSponsor > U.S. Department of Homeland SecurityAgency > Neiman Group

Ready Business, an extension of Homeland Security’s successful Ready

campaign, is designed to educate small to medium-sized businesses

about safeguarding their employees and assets while preparing for busi-

ness continuity if a disaster does happen. To spread this critical mes-

sage, the U.S. Department of Homeland Security has sponsored new

public service advertisements specifically targeted to businesses. These

advertisements inform businesses of the readily accessible information

available to help prepare businesses for an emergency at www.ready.gov.

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We know what we are, but know not what we may be.

~William Shakespeare

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CONTRIBUTORS

LEADERSHIP CIRCLE($100,000+)The Advertising Council Board

of DirectorsFreddie Mac Foundation *The John S. and James L.

Knight FoundationPepsiCo, Inc. The Procter & Gamble

Company *The Reader’s Digest

Association, Inc. *Time Warner Inc. *

BENEFACTORS ($50,000 – $99,999)The Annie E. Casey

FoundationGeneral Motors Corporation *The Hearst Corporation *Hewlett-Packard CompanyThe Home Depot, Inc. *Johnson & Johnson Family of

Companies *McCormick Tribune

FoundationMetLife FoundationUnited Way of Metropolitan

Atlanta/The Community Foundation for Greater Atlanta

Viacom

PLATINUM CLASS ($35,000 – $49,999)ABC, Inc.Association of National

Advertisers, Inc.Bristol-Myers Squibb

Foundation, Inc.The Coca-Cola Company *GE Foundation *The J.P. Morgan Chase

FoundationKraft Foods Inc.Lowe & Partners WorldwideWilliam C. LoschMagazine Publishers of

America, Inc.Newspaper Association of

America

DIAMOND CLASS ($20,000 – $34,999)America Online, IncAmerican Association of

Advertising Agencies, Inc.American Express FoundationAnheuser-Busch Companies, Inc.Bank of America CorporationBBDO Worldwide BellSouth CorporationBurger King CorporationCampbell Soup CompanyCharles Schwab & Company, Inc.chemistriCingular WirelessCisco Systems, Inc.Clear Channel

Communications, Inc.Comcast Spotlight

Condé Nast Publications Inc.Joseph Cullman, IIIDaimlerChrysler Corporation

FundDDB Worldwide Communications

Group, Inc.Dell Inc.Deutsch, Inc.Diageo plcDow Jones & Company, Inc.EURO RSCG WorldwideExxon Mobil CorporationFCB WorldwideFederal Express CorporationFord Motor Company FundGeneral Mills, Inc.Google Inc. Grey Global Group Inc.GroupMHachette Filipacchi Media Initiative Media WorldwideIntel CorporationJ. Walter Thompson USAKellogg CompanyLeo Burnett USA, Inc.L’Oréal, USA Inc.Major League Baseball

Properties

MasterCard International, Inc.McCann Erickson WorldgroupMcDonald’s CorporationMerck & Company, Inc.Meredith CorporationNASCARNational Association of

BroadcastersNational Basketball AssociationNational Cable &

Telecommunications AssociationNational Football LeagueNational Hockey LeagueNBC UniversalNestlé USA, Inc.Novartis Consumer HealthOgilvy & Mather WorldwideOMD WorldwidePRIMEDIA Inc.PublicisSaatchi & Saatchi Advertising

WorldwideSony Corporation of AmericaState Farm Insurance

CompaniesTarget CorporationTBWA Chiat/Day, Inc.Toys “R” Us, Inc.

Turner Broadcasting System, Inc.

TV GuideTyco International Ltd.Unilever United States, Inc.USA TodayValassis Communications, Inc. Verizon CommunicationsWm. Wrigley Jr. Company

Foundation *Xerox CorporationYahoo! Inc.Y&R

GOLD CLASS ($10,000 – $19,999)Advance Publications, Inc. Aetna FoundationAmerican Advertising FederationAmerican Airlines, Inc.American Media Operations, Inc. Arnold Worldwide PartnersBacardi U.S.A., Inc. Black Entertainment

Television, Inc.The Boeing Company *The Boston Globe The Bravo Group

Campbell-Ewald Carat North AmericaCaterpillar FoundationChicago Tribune FoundationThe Clorox CompanyColgate-Palmolive CompanyCoors Brewing CompanyCox Enterprises, Inc.Crain Communications, Inc.The David Bell FoundationThe Dial CorporationDiscovery Communications, Inc.DoubleClick, Inc. Eastman Kodak CompanyErnst & Young LLPEssence Communications, Inc.Financial Services ForumFOX Broadcasting GroupThe Gillette CompanyGlaxoSmithKline Goldman, Sachs & Co.Hallmark Cards, Inc.The Kaplan Thaler Group, Ltd.Knight Ridder Liberty Mutual Group Lifetime Television NetworkLiz Claiborne, Inc.Loews Corporation

The Ad Council wishes to acknowledge the following companies, organizations, and individuals. It is with their

support that the Ad Council is able to continue to produce the remarkable work that is contained in this annual

report. Their support allows our public service campaigns to enrich the lives of all Americans.

CON

TRIB

UTO

RS

We make a living by what we get, but we make a life by what we give. ~Winston Churchill

*Commitment to Children Contributor


Mattel, Inc.The McClatchy CompanyMediaNews Group, Inc. Merkley + PartnersMerrill Lynch & Co., Inc. Metromedia Company Motorola, Inc. Nestlé Purina PetCare

CompanyThe New York Times Company

FoundationOutdoor Advertising

Association of AmericaPACCAR FoundationPARADE Publications, Inc.Pfizer IncPricewaterhouseCoopers LLPQwest Communications

International Rainbow Media Holdings, Inc. Raytheon CompanyStarbucks CorporationStarcom MediaVest GroupThe News Corporation, Ltd.Toyota Motor Sales, U.S.A., Inc.Univision Communications, Inc.The UPS Foundation VISA U.S.A. Inc.

VNU, Inc. Wachovia FoundationWelch Foods Inc. Wells Fargo BankWendy’s International, Inc.Whirlpool CorporationYellow Pages AssociationZenithOptimedia Group

SILVER CLASS ($5,000 – $9,999)A&E Television NetworksAmerican Business MediaArbitron Inc. Avrett Free & Ginsberg, Inc.Bayer Healthcare Bloomberg Cabletelevision Advertising

Bureau, Inc.Cadbury Schweppes Americas

Beverages ConocoPhillips Dailey & AssociatesDeutsche Bank Securities, Inc.Digitas Inc. Draft WorldwideEdison Electric InstituteThe E. W. Scripps Company

GlobalHueThe Goodyear Tire & Rubber

CompanyGotham Inc. Heineken USA Inc. Home Box Office, Inc.HQ Global WorkplacesInterep National Radio

Sales, Inc. Landmark Communications, Inc.Lee Enterprises, Inc.LEGO Systems, Inc.LIN Television CorporationThe Martin AgencyMasterfoods USAMercedes-Benz USA, LLCThomas J. MoranMullenMutual of America Life

Insurance CompanyNewsweekEdward N. NeyNielsen Media ResearchNorthwestern Mutual Life

FoundationPitney Bowes Inc.Publix Super Markets Charities*Radio Advertising Bureau

The Richards Group, Inc. Scripps Howard FoundationThe Seth Sprague Educational

and Charitable FoundationSiemens CorporationThe Star-LedgerTelevision Bureau of Advertising, Inc.The Washington PostWestWayne, Inc.Wieden + KennedyWyeth

BRONZE CLASS ($1,000 – $4,999)Abelson-Taylor, Inc.Automatic Data Processing, Inc.Bear, Stearns & Co. Inc.Children’s Charities of AmericaThe Church of Jesus Christ of

Latter-Day Saints FoundationCombe IncorporatedCommunity Newspaper

Holdings, Inc. Direct Marketing Association, Inc. Hershey Foods CorporationThe Hubbard Broadcasting

FoundationiVillage Inc.

Konica Minolta Business Solutions U.S.A.

Marketing Management Analytics/Carat

The May Department Stores Company

Media General, Inc.The Minnesota Mutual Foundation Morris Communications

CorporationNorth Jersey Media GroupPublic IntelligencePulitzer Inc. Ripple Effects Interactive, Inc. RPAR.R. Donnelley & Sons CompanySchawk New YorkSEI InvestmentsStaten Island AdvanceThyssenKrupp Materials NA, Inc.Tierney CommunicationsTrading Bay LLC

FRIENDS (Up to $999)Block Communications, Inc.Communications Consortium

Media Center

Dana Chase PublicationsGoldsboro News-ArgusGreater Bridgeport Area

FoundationiCare/National Charitable

ServicesKorey Kay & PartnersWeyforth-Haas Marketing

INKINDABC, Inc.American Express CompanyBelle FleurThe Breakers Palm BeachBryant Park GrillCentral Park ConservancyChelsea Piers Management, Inc.Clarins USAThe Coca-Cola CompanyContinental Airlines, Inc.DaimlerChryslerDelta Air LinesThe Golf Digest CompaniesGrand HospitalityHershey Entertainment &

Resorts CompanyHome Box Office, Inc.The Home Depot, Inc.

JetBlue AirwaysJohnson & Johnson Family of

CompaniesLincoln Center for the

Performing Arts, Inc.L’Oréal USA, Inc.NBC UniversalNew York JetsNew York Mets National

League Baseball ClubNIKE, Inc.OMD WorldwideRainbow RoomThe Reader’s Digest

Association, Inc.Sara Lee CorporationSchieffelin & Co.Tiffany & Co.TiVo Inc.TourneauTown Sports InternationalTribeca Grand HotelWyeth

CON

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*Commitment to Children Contributor

A small group of thoughtful people could change the world. Indeed, it's the only thing that ever has. ~Margaret Mead


51st ANNUALPUBLIC SERVICE AWARD DINNERHeld on November 17, 2004, at The Waldorf-Astoria, New York City

Since 1954, The Advertising Council has chosen outstanding leaders from the corporate world

to receive its Award for Distinguished Public Service at its annual dinner. This year, the Ad

Council honored G. Richard Wagoner, Jr., Chairman and Chief Executive Officer, General Motors

Corporation, with its 51st Annual Public Service Award. Mr. Wagoner has used his position to

effect positive social change throughout the nation. We are extremely grateful to the supporters

listed below. Thanks to the corporations, foundations and individuals that generously supported

this event, the Ad Council was able to raise an unprecedented $2.1 million, making it the most

successful dinner in the organization’s history.

1

4 5

6 73

2

INNER CIRCLE America Online, Inc. Condé Nast Media GroupGeneral Motors CorporationInterpublic GroupNBA/WNBA PepsiCoThe Procter & Gamble

Company

BENEFACTORSAmerican Express CompanyBank of AmericaCampbell-Ewald /

Accentmarketing chemistriDigitasGruner + Jahr USAHearst Magazines IBM CorporationJohnson & JohnsonJPMorgan Chase & Co.Leo Burnett WorldwideLowe & Partners Worldwide Major League Baseball

McCann Worldgroup MSN National Football LeagueNational Hockey LeagueThe New York Times CompanyNew York Times DigitalPublicis USARadio Advertising BureauViacomY&R

PATRONSABC Television NetworkAnheuser-Busch, Inc.Cingular Wireless Clear Channel Communications The Coca-Cola CompanyCrispin Porter + Bogusky ESPN and ABC SportsGEGrey Worldwide Hearst-Argyle Television, Inc.Hewlett-Packard Lifetime Entertainment ServicesMeredith Corporation

National Association of Broadcasters

NBC Universal PARADE PublicationsPricewaterhouseCoopers LLPPRIMEDIA, Inc.Saatchi & Saatchi TV Guide Publishing Group VNU

FRIENDSA&E Television Networks Ad Age Group American Legacy Foundation American Media, Inc. Avrett Free GinsbergBBDO New York Black Entertainment Television Comcast Spotlight DDB Worldwide

Communications Group IncDirect Marketing Association, Inc.Discovery Networks Donovan Data Systems DoubleClick Inc.

Ernst & Young LLPEssence Communications

PartnersFoote Cone & Belding FOX Broadcasting Company GM Mediaworks and GM R*WorksHachette Filipacchi Media

U.S. Inc.The Home DepotHome Front CommunicationsInitiative LIN Television Corp.McCann Erikson-Gotham

AdvertisingMcCann WorldgroupMcDonald’s Corporation US

Marketing McKinsey & Company, Inc.Merkley + Partners Modernista! Newspaper Association of

America and Newspaper National Network

NewsweekOgilvy & Mather Worldwide

OMD USA Pfizer Consumer Healthcare Qwest Communications

International Inc. The Reader’s Digest

AssociationRodale, Inc.Royal Philips ElectronicsSprint TBWA WorldwideTribune Broadcasting

Company Unilever United States, Inc.USA TODAY Wachovia Corporation The Wall Street Journal

CONTRIBUTORSAARP Publications AllianceBernsteinAmerican Advertising

FederationAmerican Association of

Advertising AgenciesArnold Worldwide Partners

Association of National Advertisers

Roy and Merilee BostockCampbell Mithun CCS FundraisingCivic Entertainment Group Edelman The Estée Lauder CompaniesNancy Feller Fisher Scientific

International Inc.Goodby, Silverstein & PartnersGundersen PartnersiVillage Incorporated John Buttine Inc.Just Ask A Woman Kellogg CompanyMagazine Publishers of

AmericaThe Martin AgencyMasterCard InternationalMillward Brown MSW Research Inc.National Advertising Review

Council

New Future Co.Pitney Bowes Inc. Public IntelligenceRainbow Media Holdings Inc.Rand Display InternationalRegus Group & HQ GlobalRipple Effects InteractiveS. Radoff Associates LLCSchmeltzer, Aptaker &

Shepard, P.C.Alfred J. SeamanSitaroTelevision Bureau of

AdvertisingTM Advertising Trading Bay, L.L.C.United Way of New York CityValassisWelch’s WIT Consulting, L.L.C.

HIGHLIGHTSScenes from the 51st Annual Public Service Award Dinner,which was attended and enjoyed by many of the AdCouncil’s closest friends and supporters:

1. Good Morning America’s Diane Sawyer opens the program and welcomes the guests.

2. Les Moonves, Co-President and Co-Chief OperatingOfficer, Viacom Chairman, CBS, and Rick Wagoner,Chairman and CEO, General Motors Corporation and theAnnual Public Service Award honoree, pose for a photoinside the ballroom.

3. David Bell, Chairman & CEO, The Interpublic Group ofCompanies, Inc., discusses (among other subjects) someearly results of the Ad Council/Magazine Publishers ofAmerica partnership to address disease prevention.

4. A.G. Lafley, Chairman of the Board, President and ChiefExecutive, The Procter & Gamble Company, Peggy Conlonand Rick Wagoner enjoy the reception.

5. The creative team at McCann Erickson New York showoff their Gold Bell for Creative Excellence for their work onthe Ad Council’s Obesity Prevention campaign. Kevin Keane,Assistant Secretary for Public Affairs, U.S. Department ofHealth & Human Services, and Ad Council staff that workedon the campaign join them.

6. More than 1,200 leaders of corporations, federal government agencies, non-profit organizations, advertisingagencies and the media attended to pay tribute to RickWagoner at the 51st Annual Public Service Award Dinner.

7. Jon Tracosas, President, FCB-Southern California,accepts the Chairman’s Award, which FCB received for the agency’s 60 years of pro bono work on the WildfirePrevention campaign. Smokey Bear, the well-known star of the campaign, is on hand to celebrate.

PLATINUM CLASS SPONSOR

Time Warner Inc. Yahoo! Inc.

FINANCIALSReport of Independent AuditorsTo the Board of Directors of The Advertising Council, Inc.

In our opinion, the accompanying statement of financial positionand the related statements of activities and cash flows presentfairly, in all material respects, the financial position of TheAdvertising Council, Inc. (the “Council”) at June 30, 2004 andJune 30, 2003 and the changes in its net assets and its cashflows for the years then ended in conformity with accounting principles generally accepted in the United States of America.These financial statements are the responsibility of the Council’s management. Our responsibility is to express an opinion on thesefinancial statements based on our audits. We conducted ouraudits of these statements in accordance with auditing standardsgenerally accepted in the United States of America. Those standards require that we plan and perform the audit to obtain reasonable assurance about whether the financial statements arefree of material misstatement. An audit includes examining, on a test basis, evidence supporting the amounts and disclosures in the financial statements, assessing the accounting principlesused and significant estimates made by management and evalu-ating the overall financial statement presentation. We believe that our audits provide a reasonable basis for our opinion.

New York, NYSeptember 29, 2004


STATEMENT OF FINANCIAL POSITIONJune 30,

2004 2003

AssetsCurrent assets

Cash and cash equivalents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $6,890,716 . . . . . . . . . . . $5,317,221 Investments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5,007,703 . . . . . . . . . . . . 3,298,056 Accounts receivable–campaigns (less allowance for doubtful

accounts of $227,348 and $175,259 in 2004 and 2003, respectively) . . . . . . . . . . 3,034,585 . . . . . . . . . . . . 3,115,208 Billable campaign expenditures (less allowance of $97,000 in 2003) . . . . . . . . . . . . . . 683,064 . . . . . . . . . . . . . 589,172 Contributions receivable (less allowance for doubtful accounts of

$50,000 and $40,000 in 2004 and 2003, respectively). . . . . . . . . . . . . . . . . . . . . . . . 521,300 . . . . . . . . . . . . . 538,350 Prepaid expenses and other current assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 280,267 . . . . . . . . . . . . . 135,159

Total current assets 16,417,635 12,993,166

Property and equipment, at costFurniture and fixtures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 795,077 . . . . . . . . . . . . . 709,455Computer and telephone equipment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2,166,110 . . . . . . . . . . . . 1,964,602Leasehold improvements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,355,182 . . . . . . . . . . . . 1,339,684

4,316,369 4,013,741Less—accumulated depreciation and amortization . . . . . . . . . . . . . . . . . . . . . . . . . . 3,248,217 . . . . . . . . . . . . 2,787,462Property and equipment, net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,068,152 . . . . . . . . . . . . 1,226,279

Contributions receivable, non-current . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . - . . . . . . . . . . . . . 105,000Other long-term assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13,388 . . . . . . . . . . . . . . 97,909

Total assets $17,499,175 $14,422,354

Liabilities and Net AssetsCurrent liabilities

Accounts payable . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $4,295,513 . . . . . . . . . . . $3,727,830Accrued expenses and other current liabilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2,639,442 . . . . . . . . . . . . 1,879,168Unexpended campaign funds. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2,307,695 . . . . . . . . . . . . 2,817,075

Total current liabilities 9,242,650 8,424,073

Other long-term liabilities. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20,962 . . . . . . . . . . . . . . . 7,468Accrued postretirement benefit obligation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 343,137 . . . . . . . . . . . . . 334,820

Total liabilities 9,606,749 8,766,361

Commitments and contingenciesNet assets

Unrestricted . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7,549,176 . . . . . . . . . . . . 5,430,993Temporarily restricted . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 343,250 . . . . . . . . . . . . . 225,000Total net assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7,892,426 . . . . . . . . . . . . 5,655,993

Total liabilities and net assets $17,499,175 $14,422,354

»»

The accompanying notes are an integral part of these financial statements.


STATEMENT OF ACTIVITIES

Year Ended June 30, 2004 Year Ended June 30, 2003

Temporarily TemporarilyUnrestricted Restricted Total Unrestricted Restricted Total

RevenueGross billings for production

and distribution $24,693,915 $ - $24,693,915 $21,212,115 $ - $21,212,115 Contributions, net 4,802,667 128,250 4,930,917 4,114,869 105,000 4,219,869 Special events 2,016,430 110,000 2,126,430 1,656,397 - 1,656,397 Interest 35,359 - 35,359 45,631 - 45,631 Grants from foundations for projects 152,962 - 152,962 30,011 - 30,011 Satisfaction of restrictions 120,000 (120,000) - 246,450 (246,450) -

Total revenue 31,821,333 118,250 31,939,583 27,305,473 (141,450) 27,164,023

ExpensesProduction and distribution 18,617,784 - 18,617,784 16,413,094 - 16,413,094Salaries and related expenses 8,008,007 - 8,008,007 6,869,682 - 6,869,682 Office expenses 1,115,174 - 1,115,174 1,027,075 - 1,027,075 General and administrative 1,143,734 - 1,143,734 956,619 - 956,619 Special events 523,856 - 523,856 596,002 - 596,002 Depreciation and amortization 460,755 - 460,755 447,366 - 447,366 Media development 6,977 - 6,977 15,375 - 15,375 Interactive services 88,450 - 88,450 52,691 - 52,691 Campaign management 23,661 - 23,661 31,809 - 31,809 Expenses for foundation

funded projects 152,962 - 152,962 31,313 - 31,313Creative services 33,116 - 33,116 16,171 - 16,171 Public relations 30,597 - 30,597 47,435 - 47,435 Financial development 86,278 - 86,278 15,891 - 15,891

Total expenses 30,291,351 - 30,291,351 26,520,523 - 26,520,523

Excess of operating income over expensesbefore net yield on investments 1,529,982 118,250 1,648,232 784,950 (141,450) 643,500

Net realized gains (losses) on investments 87,523 - 87,523 (36,226) - (36,226)Net unrealized gains on investments 419,118 - 419,118 142,483 - 142,483 Net investment income 81,560 - 81,560 43,349 - 43,349

Change in net assets 2,118,183 118,250 2,236,433 934,556 (141,450) 793,106

Net assets Beginning of year 5,430,993 225,000 5,655,993 4,496,437 366,450 4,862,887

Net assets End of year $7,549,176 $343,250 $7,892,426 $5,430,993 $225,000 $5,655,993

STATEMENT OF CASH FLOWS

Year Ended June 30,

2004 2003

Cash Flows from Operating ActivitiesChange in net assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $2,236,433 . . . . . . . . . . . . $793,106 Adjustments to reconcile change in net assets

to net cash provided by operating activitiesDepreciation and amortization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 460,755 . . . . . . . . . . . . . 447,366 Net realized and unrealized (gain) loss on investments . . . . . . . . . . . . . . . . . . . . . . . . (506,641) . . . . . . . . . . . . (106,257)

Changes in Assets and LiabilitiesAccounts receivable–campaigns, net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80,623 . . . . . . . . . . . . . 562,319 Billable campaign expenditures, net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (93,892). . . . . . . . . . . . . 163,161Contributions receivable, current and non-current, net . . . . . . . . . . . . . . . . . . . . . . . . . 122,050 . . . . . . . . . . . . . 190,250Prepaid expenses and other assets, current and non-current . . . . . . . . . . . . . . . . . . . . . (60,587). . . . . . . . . . . . . . 75,526Accounts payable . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 567,683 . . . . . . . . . . . . . 150,111Accrued expenses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 760,273 . . . . . . . . . . . . . 362,080Unexpended campaign funds . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (509,380) . . . . . . . . . . . 1,099,484Other long-term liabilities. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13,494 . . . . . . . . . . . . . . . 2,696Accrued postretirement benefit obligation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8,317 . . . . . . . . . . . . . . . 5,069

Net Cash Provided by Operating Activities 3,079,128 3,744,911

Cash Flows for Investing ActivitiesProceeds from sale of investments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 609,333 . . . . . . . . . . . . 3,037,940Purchase of investments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (1,812,338). . . . . . . . . . . (3,263,184)Expenditures for property and equipment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (302,628) . . . . . . . . . . . . (788,026)

Net Cash Used for Investing Activities (1,505,633) (1,013,270)

Increase in Cash Equivalents 1,573,495 2,731,641

Cash and Cash EquivalentsBeginning of year. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5,317,221 . . . . . . . . . . . . 2,585,580

End of year $6,890,716 $5,317,221

»»

FIN

ANCI

ALS

The accompanying notes are an integral part of these financial statements. The accompanying notes are an integral part of these financial statements.


NOTES TO FINANCIAL STATEMENTS

1. Nature of OperationsThe Advertising Council, Inc. (the “Council”) is a nonprofit organization, which uses its resources to undertake and

manage advertising campaigns of a public service nature on behalf of government and private organizations. The Council

is supported in its work by contributions from both public and private sectors.

2. Significant Accounting PoliciesBasis of Presentation

The financial statements of the Council have been prepared on an accrual basis. Certain amounts in the financial state-

ments for fiscal 2003 have been reclassified to conform to the current year presentation.

Contributions

All contributions are considered to be available for unrestricted use, unless specifically restricted by the donor, and are

recognized in the statement of activities as unrestricted revenue in the period received. Unrestricted net assets repre-

sent resources over which the Council has full discretion with respect to use.

Temporarily restricted net assets represent expendable resources, which have been specifically restricted by a donor as

to purpose and/or the passage of time. When a donor restriction expires, that is, when a stipulated purpose restriction is

accomplished or when a prescribed length of time has passed, temporarily restricted net assets are reclassified to unre-

stricted net assets and reported in the statement of activities as satisfaction of restrictions. It is the Council’s policy to

record temporarily restricted contributions received and expended in the same accounting period as unrestricted revenue

in the statement of activities in the period received.

At June 30, 2004, temporarily restricted net assets include $110,000 of contributions related to the Council’s fiscal

2005 annual dinner and $233,250 in contributions and multi-year pledges. At June 30, 2003, temporarily restricted

net assets is comprised of $225,000 of multi-year pledges. In fiscal 2004, $120,000 of such amounts have been

reclassified to unrestricted net assets in fiscal 2004 as the related restrictions have been satisfied.

Production and Distribution of Public Service CampaignsDirect costs incurred on behalf of sponsors’ campaigns are for the production and distribution of advertising materials.

These production and distribution costs are billed to the sponsors’ campaigns and are reflected in the statement of

activities when billed. Indirect costs are reimbursed at the rate of 14% to 15% of allowable direct costs by all private

sponsors. Government sponsors reimburse at rates varying between 21% to 27% of allowable direct costs, plus an addi-

tional 5% fixed fee for certain government contracts. Advances to the Council are recorded as unexpended campaign

funds until the related campaign expense is incurred.

Cash Equivalents and Investments

The Council maintains its operating funds primarily in highly liquid money market funds that are classified in the state-

ment of financial position as cash equivalents.

Investments include mutual funds, money market funds, and asset funds concentrated in debt and equity securities

managed by a professional investment advisor in accordance with investment guidelines established by the Council’s

board. At June 30, 2004 and 2003, investments include $552,442 and $321,641, respectively, related to mutual

fund investments held in connection with frozen and active deferred compensation plans for certain executives of the

Council (see Note 4 to the financial statements).

Property and Equipment

Furniture, fixtures and telephone equipment are depreciated using the straight-line method over their useful lives, which

approximate five years. Computer hardware and software are depreciated using the straight-line method over their useful

lives, which approximate three years. Leasehold improvements are amortized over their useful life or over the remaining

life of the related office lease, whichever is shorter.

Use of Estimates

The preparation of financial statements in accordance with generally accepted accounting principles requires manage-

ment to make estimates and assumptions that affect the reported amounts of assets and liabilities and disclosure of

contingent assets and liabilities at the date of the financial statements and the reported amounts of revenues and

expenses during the reporting period. Actual results could differ from those estimates.

3. Functional Classification of ExpensesThe Council’s functional classification of expenses for the year ended June 30, 2004 with comparative totals for the

year ended June 30, 2003 is as follows:

Program Management Fund Year Ended June 30,Services and General Raising 2004 2003

Total production and distribution $18,617,784 $ - $ - $18,617,784 $16,413,094Salaries and related expenses 4,850,919 2,621,585 535,503 8,008,007 6,869,682Office expenses 657,172 384,272 73,730 1,115,174 1,027,075General and administration 214,381 887,084 42,269 1,143,734 956,619Special events 45,454 - 478,402 523,856 596,002Depreciation and amortization - 460,755 - 460,755 447,366Media 6,977 - - 6,977 15,375Interactive services 88,450 - - 88,450 52,691Campaign management 25,264 (1,603) - 23,661 31,809Grant expenses 152,962 - - 152,962 31,313Creative services 33,116 - - 33,116 16,171Public relations 9,734 20,863 - 30,597 47,435Financial Development - - 86,278 86,278 15,891

For the year ended June 30, 2004 $24,702,213 $4,372,956 $1,216,182 $30,291,351

For the year ended June 30, 2003 $21,797,189 $3,708,362 $1,014,972 $26,520,523

»

FIN

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4. Employee BenefitsDefined contribution benefit plan

The Council maintains a defined contribution benefit plan for all eligible employees. The Council contributed 9% and

7% of an employee’s covered compensation to the plan for the years ended June 30, 2004 and 2003, respectively.

Expense related to this plan was $384,495 and $308,443 for the years ended June 30, 2004 and 2003, respectively.

Postretirement benefits

The Council at one time provided certain health care benefits for employees upon retirement. In addition, retirees hired

prior to October 1, 1989 received life insurance benefits through the Council upon retirement. These benefits are pro-

vided through an insurance company. Effective June 30, 2002, health care benefits provided under the Council’s plan

were frozen for retirees and vested employees, and no further benefits will accrue to participants.

The discount rate assumed in determining the accumulated postretirement benefit obligation as of June 30, 2004 and

2003 was 6.25% and 6%, respectively. The health care cost trend rate assumed is 9%, declining to 5% until the year

2009 is reached.

Deferred compensation

For the year ended June 30, 2001, a non-qualified discretionary deferred compensation plan, subject to Section 457

of the Internal Revenue Code, was effective for certain senior management members of the Council. Compensation

deferred by each plan participant was invested in various mutual funds at the direction of that participant and will be

held in the Council’s name as required under the Plan until the plan participants elect to receive their deferred compen-

sation amounts and the related investments are liquidated and paid to the participant. At June 30, 2004 and 2003,

these investments have been recorded in the statement of financial position at their fair market value of $159,484 and

$145,595, respectively. The unrealized gain (loss) on these funds of $25,401 and ($2,588) for the year ended June

30, 2004 and 2003, respectively, is reflected in the accompanying statement of activities.

Effective June 30, 2002, the Council discontinued use of the 2001 non-qualified discretionary deferred compensation

plan and established another non-qualified plan that permitted certain executives to defer all or a portion of their incen-

tive compensation amounts received subsequent to June 30, 2002. Participants’ assets may remain invested in the for-

mer plan’s mutual funds until a participant elects to withdraw his or her deferred compensation and related earnings,

though participants may no longer make contributions to the plan. During fiscal 2004, the Council invested the 2003

deferred compensation amounts in mutual funds selected by the executives under the guidelines of the successor plan.

At June 30, 2004 and 2003, these investments have been recorded in the statement of financial position at their fair

market value of $392,958 and $176,046. The unrealized gain on these funds of $59,979 and $19,968 for the year

ended June 30, 2004 and 2003 is reflected in the accompanying statement of activities.

5. Conditional Promises to GiveConditional promises to give, when dependent on the occurrence of a specified future and uncertain event to bind the

promisor, are recognized when the conditions on which they depend are substantially met, that is, when the conditional

promise becomes unconditional.

At June 30, 2003, the Council had received conditional promises to give of $40,000 which are not recognized in the

financial statements. These conditional promises to give are contingent upon the donor’s satisfaction with the Council’s

performance under the related grant.

6. Line of CreditDuring the year ended June 30, 2003, the Council established a margin account secured by fifty percent of the

Council’s investment portfolio for the purposes of short-term working capital loans. At June 30, 2004 and 2003, the

Council had no borrowings outstanding against its margin account.

7. Tax StatusThe Council is exempt from income taxes under Section 501(c)(3) of the Internal Revenue Code and corresponding pro-

visions of New York State law. Accordingly, no income tax expense or liability is recorded in the financial statements.

8. CommitmentsLeases

The aggregate minimum annual office rental commitments under significant long-term leases (exclusive of additional

rent for increases in certain operating costs of the landlords) are summarized by fiscal year as follows:

Rent expense incurred for the lease of office space, net of any amounts reimbursed to the Council, was $684,734 and

$667,555 for the years ended June 30, 2004 and 2003, respectively.

9. ContingenciesThe Council is involved as a defendant in a litigation matter for which the Council is defending itself vigorously and

believes it has meritorious defenses. Management is unable to determine whether an unfavorable outcome is probable or

remote, and therefore, no meaningful estimate of the amount or range of any potential loss can be made at this time.

Year Ended June 30,2004 2003

Accumulated postretirement benefit obligation $344,415 $355,382 Revaluation of accumulated postretirement benefit obligation - 20,052 Fair value of plan assets - - Unfunded status $344,415 $375,434

Accrued benefit cost recognized in the Statementof Financial Position $343,137 $334,820

Year Ended June 30,2004 2003

Benefit cost $22,328 $22,146 Employer contribution 14,011 17,077 Plan participants’ contributions 4,358 5,889 Benefits paid (18,369) (22,966)

Net periodic postretirement benefit cost $22,328 $22,146

2005 $661,657 2006 726,662 2007 766,152 2008 427,446 2009 127,908 Thereafter 356,569 Total $3,066,394

FIN

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Our Supporters,Our Committeesand Our Staff

»

We are profoundly grateful to the many supporters who givegenerously to the Ad Council either through corporate supportor a commitment of time and talent to our committees, and tothe wonderful staff that work tirelessly day after day to ensurethe continuation of the Ad Council’s mission.

The commitment of those listed on the following pages is para-mount to the Ad Council’s ability to effect positive change insociety.

Fiscal AccountabilityThe Ad Council’s management is responsible for all financial statements in this report, which conform to generally

accepted accounting principles in the United States of America. The financial statements on the preceding pages reflect

the financial position and results of the Council for the fiscal year ended June 30, 2004. The financial report includes:

> Statement of Financial Position;

> Statement of Activities;

> Statement of Cash Flows; and

> Notes to Financial Statements

The Ad Council is committed to making the most effective and efficient use of all the resources it receives and fully

discloses in this annual report financial information pertaining to the broad scope of Ad Council programs and activities.

OMB Circular A-133 requires the Ad Council to report billing activities from Federal government-sponsored campaigns.

The Ad Council provides this report as well as other financial information and disclosures as requested to the Department

of Defense-Defense Contract Audit Agency. The Ad Council has engaged PricewaterhouseCoopers LLP as its independent

auditor. PricewaterhouseCoopers’ audit report is presented on page 46.

The Ad Council’s management ensures that an organization-wide internal control structure is in place to provide

reasonable assurances that financial records are reliable and that assets are protected. Annually, the Audit Committee,

a subcommittee of the Finance Committee, appoints independent auditors. The Finance Committee reviews matters

affecting the Ad Council’s financial operation, especially those affecting internal control structure and audits.

PricewaterhouseCoopers has unrestricted access to the committee to discuss the results of their work.

Peggy ConlonPresident & CEO

Arie WeissmanExecutive Vice President& Chief Financial Officer


OFFICERS

ChairJanet L. Robinson* Chief Operating Officer &Executive Vice PresidentThe New York Times Company

Honorary ChairAndrea Alstrup* Corporate Vice President,AdvertisingJohnson & Johnson

Vice ChairJohn J. Dooner Jr.*Chairman & CEOMcCann Worldgroup

Vice ChairJudy L. Hu* General Manager–GlobalAdvertising & BrandingGeneral Electric Company

Vice ChairPhilip I. Kent* Chairman & CEOTurner Broadcasting System, Inc.

President & CEOPeggy Conlon* President & CEOThe Advertising Council, Inc.

SecretaryO. Burtch Drake* President & CEOAmerican Association ofAdvertising Agencies, Inc.

TreasurerRobert D. Liodice* President & CEOAssociation of NationalAdvertisers, Inc.

DIRECTORS

Joseph Abruzzese President, Advertising SalesDiscovery Communications, Inc.

Roger W. Adams Executive Director, Advertising &Corporate MarketingGeneral Motors Corporation

Paul Alexander VP Global AdvertisingCampbell Soup Company

Walter Anderson Chairman & CEOPARADE Publications, Inc.

Ron Askew

Mary Baglivo Worldwide Marketing Director& CEO, New YorkSaatchi & Saatchi Advertising

Robert Barocci President & CEOThe Advertising ResearchFoundation

David Bell* CEO & PresidentThe Interpublic Group ofCompanies

Catherine P. BessantChief Marketing &Communications OfficerBank of America Corporation

Deirdre Bigley* Vice President, WorldwideAdvertising, IBM CorporateMarketingIBM Corporation

Jody Bilney

Carolyn Bivens President & Chief Operating OfficerInitiative Media North America

Cathleen P. Black President, Hearst MagazinesThe Hearst Corporation

Steve Blamer* President & CEOGrey Worldwide North America

Louis Carr* President, Broadcast Advertising SalesBlack Entertainment Television

William Cella* Chairman & CEOMAGNA Global Worldwide

Sean B. Cunningham President & CEOCabletelevision AdvertisingBureau, Inc.

Deborah Dick-Rath Executive Director, Global AdvertisingNovartis Pharmaceuticals

Daniel P. Dillon President & CEOWelch Foods Inc.

Gary M. Elliott Vice President, Global Brand & Marketing CommunicationsHewlett-Packard Company

Daryl Evans Vice President–Advertising &Marketing CommunicationsCingular Wireless

Daisy Exposito-Ulla

Nancy J. Fletcher President & CEO Outdoor Advertising Association of America

Michael Francis Executive Vice President,MarketingTarget Corporation

Martin Franks Executive Vice PresidentCBS Television

Gary R. Fries PresidentRadio Advertising Bureau

Edward O. Fritts President & CEONational Association of Broadcasters

Charles B. Fruit* Chief Marketing OfficerThe Coca-Cola Company

Ann Fudge Chairman & CEOY&R

James Garrity Executive Vice President & Chief Marketing OfficerWachovia Corporation

Susan M. Gianinno* Chairman & CEOPublicis USA

William Gray President, Ogilvy & Mather, New YorkOgilvy & Mather Worldwide

John A. Greco Jr.President & CEODirect Marketing Association, Inc.

James R. Heekin Chairman & CEOEuro RSCG Worldwide

Frederick W. Hill Executive Vice President,Marketing & CommunicationsJPMorgan Chase & Co.

Stephen P. Hills President & General ManagerThe Washington Post

Kaki H. Hinton Vice President, Advertising ServicesPfizer Inc

John Hogan President & CEOClear Channel Radio

Anthony Hopp Chairman, CEOCampbell-Ewald

Richard Hosfield Vice President, AdvertisingGeneral Mills, Inc.

Gordon T. Hughes IIPresident & CEOAmerican Business Media

Andy Jung Sr. Director of Advertising &MediaKellogg Company

Kenneth Kaess* President & CEODDB WorldwideCommunications Group Inc

Jack Kliger President & CEO Hachette Filipacchi Media U.S., Inc.

Katie Lacey Vice President–Colas & Media, Pepsi-Cola North AmericaPepsiCo, Inc.

Stephen M. LacyPresident & Chief Operating Officer Meredith Corporation

Bill Lamar Senior Vice President, U.S. MarketingMcDonald’s Corporation

Andrew J. Langer*Vice ChairmanLowe Worldwide

Edward Lewis Chairman & CEOEssence CommunicationsPartners

Nina B. Link President & CEOMagazine Publishers ofAmerica, Inc.

Wm. Timothy Love President, Global ClientsTBWA Worldwide

Eileen Lynch FVP, Director of Corporate MarketingMerrill Lynch & Company, Inc.

Robert Malcom President, Global Marketing Salesand InnovationDiageo plc

Laura McEwen Vice President, Publishing DirectorThe Reader’s DigestAssociation, Inc.

Wenda Harris Millard Chief Sales OfficerYahoo! Inc.

Craig A. Moon President & PublisherUSA Today

George E. Murphy Senior Vice President, GlobalBrand MarketingDaimlerChrysler

Jon Nesvig President–Sales, Executive VicePresident, Fox Television GroupFOX Broadcasting Company

Edward N. Ney Chair EmeritusY&R

Martin Nisenholtz CEONew York Times Digital

William C. Pate Vice President, Advertising & Public RelationsBellSouth Corporation

Joseph A. Ripp* Vice ChairmanAmerica Online, Inc.

Jim Ritts President & CEO, PRIMEDIATelevisionPRIMEDIA Inc.

F. Stone Roberts President & CEOCarlson & Partners Advertising

Andrew Robertson* President, BBDO Worldwide & President & CEO, BBDO North AmericaBBDO Worldwide

Ray RodriguezPresident & Chief Operating OfficerUnivision Networks

Christopher J. RohrsPresidentTelevision Bureau ofAdvertising, Inc.

Kevin Ryan CEODoubleClick Inc.

Robert Sachs President & CEONational Cable &TelecommunicationsAssociation

Sheryl K. Sandberg Vice President,Global Online Sales & Operation Google Inc.

Scott D. Schulman Senior Vice President, Global Sales & Marketing, The Wall Street JournalDow Jones & Company, Inc.

Alan F. Schultz Chairman, President & CEOValassis

William P. Shaw President, General ManagerSuperstation WGN

Brad Simmons Vice President of Media ServicesUnilever United States, Inc.

Nancy Smith Vice President, Global Media &Sponsorship MarketingAmerican Express Company

BOARD OF DIRECTORS

* Executive Committee


Wallace S. Snyder* President & CEOAmerican AdvertisingFederation

James D. Speros Chief Marketing Officer, USErnst & Young LLP

James R. Stengel Global Marketing OfficerThe Procter & Gamble Company

John F. Sturm President & CEONewspaper Association ofAmerica

Dennis Swanson Executive Vice President & ChiefOperating Officer, ViacomTelevision Stations GroupViacom

Linda Kaplan Thaler CEO & Chief Creative OfficerThe Kaplan Thaler Group, Ltd.

Charles W. Thurston President Comcast Spotlight, Ad SalesComcast CableCommunications, Inc.

Charles H. Townsend President & CEOCondé Nast Publications Inc.

Keith G. Turner President, Sales & MarketingNBC Universal

Heidi Ueberroth Executive Vice President, Global Media Properties andMarketing PartnershipsNational Basketball Association

David Verklin CEO Carat North America

Joan H. Walker Executive Vice President,Corporate Marketing &CommunicationsQwest Communications

Alex Wallau President, ABC Network,Operations & AdministrationABC, Inc.

Nancy Wiese Director, Worldwide BrandMarketing/AdvertisingXerox Corporation

Linda Wolf Chairman & CEOLeo Burnett Worldwide

GRADUATE DIRECTORS

Howard H. Bell AttorneyWiley, Rein & Fielding

Carole Black President & CEOLifetime Television Network

Ave Butensky Former PresidentTelevision Bureau ofAdvertising, Inc.

Gary Chapman Chairman, President & CEOLIN Television Corporation

Donald A. Coleman Chairman & CEOGlobalHue

Catherine Constable

Phil Dusenberry BBDO

Steven T. Florio Vice ChairmanAdvance Magazine Group

Christopher J. Fraleigh General Manager-Buick andPontiac–GMC DivisionsGeneral Motors Corporation

Robert Jeffrey CEOJ. Walter Thompson

Allen Kay Chairman & Chief Creative OfficerKorey Kay & Partners

William T. Kerr Chairman & CEOMeredith Corporation

Jack Klues CEOStarcom MediaVest Group

Douglas W. McCormick Chairman & CEOiVillage Inc.

Stephen A. McNeely

Mary Lou Quinlan CEOJust Ask a Woman

David Ropes PartnerBrandSlam

Dom Rossi Executive Vice President,Corporate SalesThe Reader’s DigestAssociation, Inc.

Michael Sennott

Kimberly Till Worldwide Media andEntertainment GroupMicrosoft Corporation

Alan M. Waxenberg The Hearst Corporation

Robert C. Wright Chairman & CEONBC Universal

CHAIR EMERITI

Herbert M. Baum Chairman, President & CEOThe Dial Corporation

David Bell CEO & PresidentThe Interpublic Group ofCompanies

Reginald K. Brack Jr.Chairman EmeritusTime Inc.

Sanford Buchsbaum ChairmanStevens & Buchsbaum, Inc.

Patricia Carbine PresidentMs. Foundation for Education &Communication

Gregory G. Coleman Executive Vice President,Media and SalesYahoo! Inc.

John H. Costello Executive Vice President,Merchandising and MarketingThe Home Depot, Inc.

John Elliott Jr.Chairman EmeritusOgilvy & Mather Worldwide

Philip H. Geier Jr.Chair EmeritusThe Interpublic Group ofCompanies, Inc.

Philip Guarascio Senior Vice President,Marketing and SalesNational Football League

John P. Kelley

Kay Koplovitz PrincipalKoplovitz & Company, LLC

Alexander S. Kroll

Walter E. Mattson

F. Kent Mitchel

Edward N. Ney Chair EmeritusY&R

James G. Oates President EmeritusLeo Burnett USA, Inc.

Edward T. Reilly President & CEOAmerican ManagementAssociation

James H. Rosenfield PresidentJHR & Associates

Stuart B. Upson DirectorSaatchi & SaatchiAdvertising Worldwide

Robert L. Wehling Senior AdvisorHunt Institute, University ofNorth Carolina

LIFE DIRECTORS

Douglass L. Alligood Senior Vice PresidentBBDO New York

John S. Bowen Chairman Emeritus D’Arcy Masius Benton &Bowles, Inc.

Donald W. Davidson President & CEOTrading Bay LLC

Jerome Feniger Managing DirectorStation RepresentativesAssociation, Inc.

DeWitt F. Helm Jr.

Eugene H. Kummel Chairman EmeritusMcCann Worldgroup

L.W. Lane Jr.

William D. Littleford Chairman EmeritusBPI Communications, Inc.

Leonard S. Matthews Chairman of the BoardMatthews Mark, Inc

William F. May Chairman & CEOThe Statue of Liberty-EllisIsland Foundation, Inc.

Alfred J. Seaman FounderAdvertising EducationalFoundation, Inc.

Carlo Vittorini Chairman EmeritusPARADE Publications

BOARD OF DIRECTORS (continued)

* Executive Committee


CO-CHAIRMEN

Gov. James B. HuntWomble Carlyle Sandridge Rice

Robert L. WehlingSenior AdvisorHunt Institute, University of North Carolina

MEMBERS

Andrea AlstrupCorporate Vice President,AdvertisingJohnson & Johnson

Shay BilchikPresident & CEOChild Welfare League of America

Roy BostockChairman Partnership for a Drug-Free America

Jack CalhounPresident & CEO (former)National Crime Prevention Council

Patricia CarbinePresidentMs. Foundation for Education and Communication

Nancy FellerAssistant Secretary and Associate General CounselThe Ford Foundation

Ellen GalinskyPresidentFamilies and Work Institute

Kati HaycockDirectorThe Education Trust

Judy HuGeneral ManagerGlobal Advertising & BrandingGeneral Electric Company

Janis JacobsVice Provost for UndergraduateEducation and InternationalProgramsPennsylvania State University

Ivan J. JuzangFounder & PresidentMEE Productions, Inc.

Jack KempCo-DirectorEmpower America

Larry KirkmanDeanSchool of Communication, American University

Alex KrollChairman EmeritusY&R

Rick LazioExecutive Vice President, Global Government Relations and Public PolicyJPMorgan Chase & Co.

Rick MartinezMedical Director, CorporateContributions & CommunityRelations and Director of Latin American ContributionsJohnson & Johnson

David MorseVice President for CommunicationsThe Robert Wood Johnson Foundation

Ed NeyChairman EmeritusY&R

Brian O’ConnellProfessor of Public ServiceUniversity College of Citizenship and Public Service,Tufts University

Herbert PardesPresident & CEONew York-Presbyterian Hospital

Clarence PearsonSenior AdvisorWorld Health Organization

Lois QuamCEOOvations

Allan RosenfieldDeanMailman School of Public Health,Columbia University

Ian RoweVice PresidentStrategic Partnership & Public AffairsMTV Networks

Mary Beth SalernoPresidentAmerican Express Foundation

Jorge Reina SchementCo-Director, Institute forInformation PolicyCollege of CommunicationsPennsylvania State

David SkaggsExecutive Director, Center forDemocracy and CitizenshipCouncil for Excellence inGovernment

C. Charles StokesPresident & CEOThe CDC Foundation

Roberto SuroDirectorPew Hispanic Center

Advisory Committee on Public Issues

TEAM 1

CHAIRPERSON: Andrew Langer Vice Chairman Lowe Worldwide

Jon Bond Co-ChairmanKirshenbaum Bond & Partners

Frank GinsbergChairman, CEO & Creative DirectorAvrett, Free & Ginsberg, Inc.

Mark GonzalezCreative DirectorThe Bravo Group

Valerie GravesConsultant

Andy HirschPartner & Executive Creative DirectorMerkley Newman Harty

J.J. JordanCEO & Creative DirectorBranding Iron

Joyce King-ThomasExecutive Vice President, Chief Creative OfficerMcCann Erickson, New York

Bob KupermanChairman, CEODDB Worldwide

Steve LandsbergExecutive Vice President, Group Creative DirectorSaatchi & Saatchi, NY

Bill LudwigVice Chairman & Chief Creative OfficerCampbell-Ewald

Randy SaittaPartner & Executive Creative DirectorMerkley Newman Harty

Emily SoellVice Chairman & Chief Creative OfficerDraft Worldwide

Mark TutsselVice Chairman &Deputy Chief Creative OfficerLeo Burnett

HISPANIC

CHAIRPERSON: Daisy Exposito

Mark Gonzalez Creative DirectorThe Bravo Group

Jesus MartinCreative DirectorThe Bravo Group

Paco OlavarrietaCreative PartnerOLE

Roberto PedrosoAssociate Creative DirectorRodriguez Mejer Advertising

Harold TrompeteroGroup Creative DirectorSiboney

Manny VidalPartner/CEOThe Vidal Partnership

Campaign Review Committee

The Advisory Committee on Public Issues plays an instrumental role in shaping the direction of the Ad Council’s commitment to

children and helps the Ad Council identify and evaluate significant public issues as potential new campaigns. The committee also

reviews Ad Council campaigns to ensure that the issues they address are a national priority and are neither commercial nor political.

The Advisory Committee is comprised of leaders from business, labor, minority affairs, medicine, law, foundations and academia.

The Campaign Review Committee (CRC) was established during the 1950s to ensure effective advertising. The CRC, comprised

of some of the best creative talent from the American advertising community, reviews and critiques campaigns at every stage of devel-

opment. All campaign strategies and creative elements must receive CRC approval prior to production.

Team 2

CHAIRPERSON: Nina DiSesaChairmanMcCann Erickson New York

David AltschillerPartnerAltschiller Associates, LLC

Rob BaioccoExecutive Creative DirectorGrey Worldwide

Arthur BijurPresident & Executive Creative DirectorCliff Freeman and Partners

James CaporimoExecutive Vice President,Executive Creative DirectorY&R, New York

Jim FergusonChairman & Executive Creative DirectorTemerlin McClain

David FowlerExecutive Creative DirectorOgilvy & Mather, New York

Cindy GallopPresidentBartle Bogle Hegarty

Susan GianinnoChairman & CEOPublicis USA

Dean HacohenEVP, Executive Creative DirectorLowe Worldwide

Desmond HallCreative DirectorSpike/DDB

Allen KayChairman, Chief Creative Officer Korey, Kay & Partners

Paul KurnitPresidentKurnit Communications &Kidshop

Janet LyonsExecutive Vice President, Senior Creative DirectorBBDO Worldwide

John Nieman

Allen RosenshineChairman, CEOBBDO Worldwide

Rob SlosbergPartner, Creative DirectorVogt Goldstein

Media Steering Committee

Joseph Abruzzese President, Advertising SalesDiscovery Networks

Louis Carr President, Broadcast Media SalesBlack Entertainment Television

Dave Cassaro Senior Executive Vice President, Sales and DistributionE! Networks

Hank Close EVP Advertising SalesComedy Central

Greg D’AlbaCOO CNN Sales and MarketingTurner Broadcasting

Edward Erhardt President of ESPN ABC Sports,Customer Marketing SalesESPN ABC Sports

Ron FurmanExecutive VP Network Sales and MarketingUnivision Communications, Inc.

Whitney Goit, II Executive Vice PresidentA&E Television Networks

Philip I. Kent Chairman & CEOTurner Broadcasting System Inc.

Lou LaTorrePresident of Ad SalesFOX Cable Networks

David LevyPresident of Entertainment Group Sales and MarketingPresident of Turner SportsTurner Broadcasting Sales, Inc.

Steve MandalaExecutive Vice President SalesTelemundo Network Group LLC

Arlene ManosPresident, National Advertising SalesRainbow Media Enterprises

Michael MandelkerExecutive Vice President, Network SalesUPN Network

Bill MorningstarExecutive Vice President Media SalesThe WB Television Network

Jon NesvigPresident, SalesFOX Broadcasting Company

Lynn PicardGeneral Manager of Lifetime NetworkLifetime Television Network

Paul RittenbergSenior VP Ad SalesFox News Channel

Michael RosenSenior Vice President of Media and Advertising SalesBloomberg LP

Mike ShawPresident, Sales and MarketingABC Television Network

Guy SousaEVP Ad SalesFOX Cable Sports

Charlie ThurstonPresident-Comcast SpotlightComcast Cable Communications, Inc.

Keith G. Turner President, Sales & MarketingNBC Television Network

Outdoor Steering Committee

Tony Alwin SVP of CreativeClear Channel Outdoor

Nancy FletcherPresident & CEOOAAA

Jodi SeneseEVP, MarketingViacom Outdoor

Tom TeepellCMOLamar Advertising

Jean-Luc DecauxCo-Chief Executive OfficerJDecauxe

Michael ParsonsNational Creative DirectorFairway Outdoor Advertising

Media and Outdoor Steering Committees Research Committee

CO-CHAIR

Philip HerrSenior Vice President Millward Brown, Inc.

MEMBERS

Lauren BlockAssociate Professor of MarketingZicklin School of Business,Baruch College

Sheri BretanSenior Vice President, Managing DirectorElrick & Lavidge

Joan ChiaramonteConsultantStrategic Planning &Qualitative Research

Julia Coffman ConsultantHarvard Family ResearchProject

Bill CookSenior Vice President of ResearchAdvertising ResearchFoundation

George de JagerSenior Research ConsultantThe Gallup Organization

Diane Denesowicz Senior Partner, Group DirectorMindshare

James DoniusPresident Marketplace MeasurementWorldwide

Allison FineFounder & PresidentInnovation Network

Marianne FoleyVice President/Strategic Officer MCRHarris Interactive

Meryl FreemanMad Dogs and Englishmen

Rob FrydlewiczVice President, Research DirectorCarat USA

Judy HarriganPresidentHarrigan-Bodick, Inc.

Harry HellerPresident Research Consulting Agency

Ken HollanderDirector of Global StrategyDDB Worldwide

Steve JaggerSenior Vice PresidentMSW Research

Tara JethwaniSenior Project DirectorLightspeed Research

Jean Johnson Senior Vice President and Director of ProgramsPublic Agenda

Gerry LukemanChairman EmeritusIPSOS-ASI

Larry MockPresident, Marketing andStrategic Development Marketing On ConsumerKnowledge

Rukhshana MotiwalaSenior Vice PresidentNOPWorld

Jean O’NeilDirector, Research and PolicyNational Crime Prevention Council

Carol PanzerConsultant

Sandy RadoffPresidentS. Radoff Associates LLC

Larry SklarDirector of ResearchTime Warner City Cable

Jim SpaethFounding PartnerSequent Partners

Hal SpielmanCEOMSW Research

Peter StisserSenior Vice President, Group Planning DirectorSaatchi & Saatchi

Vijay TalluriAssociate Research DirectorAdvertising ResearchFoundation


EXECUTIVE STAFF

Peggy Conlon President & CEO

Arie Weissman Executive Vice President, Chief Financial Officer

Timothy Davis Executive Vice President, Media

Barbara Leshinsky Executive Vice President,Development

Priscilla Natkins Executive Vice President, Director of Client Services

Paula Veale Executive Vice President,Corporate Communications

SENIOR STAFF

Heidi Arthur Senior Vice President, Group Campaign Director

Kathleen Crosby Senior Vice President, Group Campaign Director

Kate Emanuel Senior Vice President, Non-Profit & Government Affairs

Donna Feiner Senior Vice President, Campaign Outreach Initiatives

Danielle Linet Senior Vice President, Creative Services and Distribution

George Perlov Senior Vice President, Planning,Research & Measurement

Barbara Shimaitis Senior Vice President, Interactive Services

Alan Zipkin Senior Vice President, Controller

STAFF

Bibi Alli Client Accounting Manager

Kelly Apostolidis Director of National Accounts–Media

Julayne Austin Manager, Interactive Services

James Baumann Vice President, Media

Rosa Black Office Manager

John Boal Director of Affiliate Relations,Western Region, Media

Jennifer Borkowski Media Database Assistant

Regina Bradley Vice President, Director of Human Resources

Hollis Calhoun Campaign Director

Jessica Chaikin Manager of Special Events

Erik Charlot Graphic Designer

Stephanie Christopher Development Manager

Eric Cole Art Director

Cristina Cornejo Campaign Management Assistant

Beth Costiglio Corporate CommunicationsManager

Elizabeth Cummings Assistant Manager, Media

Debra D’Angelo Vice President, Print Production

Tracy Della Torre Assistant Campaign Manager

Roseann Dimurro Database & Customer ServiceCoordinator

Katherine Dumbrys Online Media Coordinator

Leith El-Hassan Director of Operations–Media

Ellyn Fisher Corporate CommunicationsDirector

Jennifer Flax Vice President, Development

Anthony Foleno Director of Research

Patty Goldman Director of Research

Diana Gonzalez Vice President, AssistantController

Cecilia Granda Assistant Campaign Manager

Kristin Hajinlian Assistant Campaign Manager

Michelle Hillman Senior Campaign Director

Carla Horrilleno Assistant Campaign Manager

Angela Hui Interactive Media Manager

Sarah Humm Director of Distribution Services

Nicole Husband Director of Affiliate Relations Southeast Region, Media

Helena Judge Campaign Biller

Staff


Rebecca Kastin Traffic Coordinator

Patti Kole Executive Assistant

Deborah Leiter Vice President, Campaign Director

Danna Lombardi Manager, Non-Profit &Government Affairs

Nixie Matthews Staff Accountant

Stacey McArdle Director of Development

Kelly McBride Broadcast Editor

Lydia Metallo Broadcast Manager

Wendy Moniz Vice President, Campaign Director

Randy Moore Director of National Accounts - Media

Michael Morero Manager, Information Systems

Susan Murphy-Jacobsen Vice President, Corporate Communications

Kate Nammacher Associate Research Manager

Sarah Oltman Development Associate

Melissa Otero Campaign Manager

Leslie Pankowski Vice President, Media Measurement

Meredith Perkins Assistant Campaign Manager

Somoy Porteous Accounts Payable Clerk

Christina Pugh Director of Affiliate Relations,Eastern Region, Media

Sean Quigley Manager of Operations - Media

Rebecca Roban Vice President, CampaignDirector

Eugene Ross Campaign Biller

Emily Roufakis Staff Accountant

Amanda Samponaro Assistant Campaign Manager

Penny Schildkraut Vice President, Campaign Director

Anthony Signorelli Campaign Manager

Blake Smith Campaign Manager

Keri Speros Assistant Campaign Manager

Heather Sponnoble Manager, Media Monitoring & Measurement

Carlos Then Database Administrator

Kathryn VanLangen Campaign Manager

Karen Volkman Androphy Director of Affiliate Relations,Central Region, Media

Christina Vu Assistant Campaign Manager

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