Advertising

[emiller at smtpgwy.isinet.com]

     I have got a proposal.  I know that this is probably off-topic, but since 
     the discussion seems to be ongoing, I thought I would throw this into the 
     fray.
     
     Every year, the Advertising Council creates an ad campaign for public 
     service issues (see the examples at 
     http://www.adcouncil.org/icons.html.  Perhaps it is time for us in 
     library land to approach groups like SLA, ALA, ASIS and so on and put 
     together a proposal for the Advertising Council and let them develop an 
     ad campaign for libraries - all kinds - and all the services available 
     in them.  If we want to let the world know what we do and how we do 
     it, maybe this is a solution.  Below is some copy from their web site 
     on future campaigns.
     
     Commitment 2000: Raising a Better Tomorrow.
     
       "The Ad Council is committed to making a longer-lasting impact on 
     society by helping all of our children have a better chance to achieve 
     their full potential."
     
     The Advertising Council recently announced an initiative that will 
     guide its work into the next century. Known as Commitment 2000: 
     Raising a Better Tomorrow, the initiative means that all new campaigns 
     accepted by the Council will focus on benefiting the health and 
     well-being of children in some way. 
     
     As part of Commitment 2000, the Council will develop multiple 
     multi-year advertising campaigns that will provide Americans with 
     specific action steps and preventive measures to improve the lives of 
     children living in this country. Commitment campaigns will target 
     parents, educators, people without children, and children themselves, 
     and will address issues ranging from healthcare and education to 
     family and community concerns. The Ad Council has committed to this 
     approach for at least the next 10 years. 
     
     The Board of Directors of the Ad Council decided to sharpen the 
     Council's focus in an effort to make a longer-lasting impact on 
     society. In announcing Commitment 2000, Time Inc. Chairman Reginald K. 
     Brack, who was the Ad Council's chairman during the development of the 
     initiative, said, "The problems of children are complex and require
     many different types of solutions in order to create lasting positive 
     change. The consequences of failing to help children lead more 
     productive lives is, in our view, the most urgent issue of our time." 
     
     The new focus does not require a complete overhaul of Ad Council 
     operations since nearly 50 percent of our current campaigns are 
     consistent with Commitment 2000. Additionally, a small portion of the 
     Council's docket will be reserved for campaigns that are not 
     specifically focused on benefiting children but represent other 
     critical issues facing society. 
     
     According to Ruth Wooden, Ad Council President, "There are thousands 
     of organizations and individuals out there working tirelessly on 
     behalf of children. We want to add our unique expertise to support 
     their activities." 
     
     Assessing the long-term impact of Ad Council messages is a vital part 
     of the commitment. The Council plans to measure the cumulative effect 
     of all its Commitment 2000 campaigns and will issue a progress report 
     each year to media and financial supporters to demonstrate how their 
     contributions are helping improve the lives of children. 
     
     Any thoughts?
     
     Elisa Miller                            "Whatever you can do or 
     Institute for Scientific Information    dream you can, begin it.
     3501 Market Street                      Boldness has genius, power
     Philadelphia, Pa 19104                  and magic in it."
     (215)386-0100 x 1395                                   Goethe
     emiller at isinet.com
     URL - http://www.isinet.com