The Ad Council has teamed with the World Economic Forum and
PR firm Ketchum to showcase public service campaigns around the world.
Being unveiled Friday, the new platform, Creative for Good,
provides a tool to tap into over 60 case studies from around the world, ranging
from an anti-smoking campaign in Belgium to a sanitation marketing campaign
"Creative for Good features inspiring and provocative
case studies that will serve both as a catalyst and a guide for those who want
to use their talents for social good," said Ad Council CEO Peggy Conlon.
"This initiative has the potential to help move the needle on many
critical social issues, ultimately benefiting people throughout the world."
The idea is to provide a clearinghouse of ideas for
successful and innovative programs for smaller nongovernmental organizations
(NGOs) and other groups.
The platform will also share insights on factors
in the campaign's success and put them in contact with the campaigns' sponsors
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Contributing editor John Eggerton has been an editor and/or writer on media regulation, legislation and policy for over four decades, including covering the FCC, FTC, Congress, the major media trade associations, and the federal courts. In addition to Multichannel News and Broadcasting + Cable, his work has appeared in Radio World, TV Technology, TV Fax, This Week in Consumer Electronics, Variety and the Encyclopedia Britannica.