Reinventing public service campaigns for the digital age

Who's for Kids and Who's Just Kidding logo for Coalition for America's Children political and public service advertising campaign

It started with a cold call from the Advertising Council to the Children’s Defense Fund (CDF). In 1996, the Ad Council, with more than $2 billion a year in donated media for public service advertising, decided to make a ten-year commitment to campaigns on behalf of children as the centerpiece of its work. To launch the initiative, the Ad Council was looking for a partner who could deliver a grassroots network and reinvent fulfillment for the digital age, replacing 800 numbers and brochures with websites to provide information and resources for action. CDF said, That’s not what we do, but you should talk to the Coalition for America’s Children and Larry Kirkman at the Benton Foundation.