The Ad Council, the nonprofit leader behind iconic and impactful public service campaigns including Smokey Bear and “Love Has No Labels,” joins the Taproot Foundation to announce CreateForChange, a program that connects advertising, media, technology and communications professionals to nonprofit causes. Lisa Sherman, President and CEO of the Ad Council, and David Sable, Ad Council Board Chairman and Global CEO of Young & Rubicam, announced the program yesterday at the Ad Council’s Board of Directors Meeting.
“The Ad Council has been powering the collaborative pro bono efforts of the communications and advertising industry for 75 years,” said Sherman. “But we’ve realized we have the opportunity to do more—to provide a platform for individuals in the industry to lend their talents and skills to the many nonprofits in need. CreateForChange will allow our industry to lend their ‘day job’ skills for good in way that will make a lasting impact on American life.”
CreateForChange was created in partnership with the Taproot Foundation, which drives social change by leading and mobilizing professionals in pro bono service. Through the “CreateForChange” site, skilled professionals can browse for nonprofit projects based on their skillset (such as copywriting, graphic design, web design, strategy, media planning and marketing). Volunteers can search for virtual short-term or longer-term projects based on their time commitment.
“Our communities are facing increasingly complex challenges,” said Elizabeth Schwan-Rosenwald, Chief External Relations Officer, Taproot Foundation. “The Taproot Foundation is thrilled to launch this partnership with the Ad Council as a way to connect outstanding corporate talent with the nonprofits who can benefit from their pro bono support in marketing, communications and advertising. By working together, we ensure a strengthened and thriving nonprofit sector.”
The Ad Council’s CreateForChange site will also feature best practices and learnings for nonprofits through their Seminar Series on Public Service Communications and Adlibbing.org, the organization’s blog. Visit www.CreateforChange.org to learn more.
“So many people are inspired by the work of the Ad Council and the pro bono generosity behind it,” added Sable. “CreateForChange will allow us to engage more folks with more worthy causes and bring the skill and the talent of the industry to the places it’s needed most. And this is an industry that can change the world.”