The Association of Junior Leagues International has commissioned a new PSA campaign that it hopes will dispel the leagues’ elitist image and attract new members and sponsors, says the NY Times. The ads were created by Beaird & Boone Marketing Dallas. Founded in 1901 in New York City, AJLI now has 292 local organizations. All but seven are in the US.
The new campaign — which consists of two 15-second TV spots, two 30-second radio spots and three print ads — toys with the Junior League’s stereotypical image. Similar radio and TV spots promote leagues’ literacy and children’s healthy eating programs. All ads can be customized to include a local league’s Web site address and telephone number.
Local Junior Leagues can download the print and radio ads free from the AJLI Web site; they must pay a nominal fee to have a customized v/o created for a TV spot.