Two multimedia advertising pushes are going out, one to try to prevent teen drinking, the other attempting to benefit shelter pets. Both will have radio and television components.
In the first, the Beer Institute is highlighting the Federal Trade Commission’s “We Don’t Serve Teens” program, providing radio and television spots in both English and Spanish, available at www.DontServeTeens.gov.
“This is the third year the Beer Institute and its members are supporting this important program because it is a natural extension of our efforts to prevent underage drinking, and we applaud the federal government’s leadership in this area,” said Beer Institute President Jeff Becker. “Parents and other caregivers play a crucial role in determining whether children make responsible decisions about alcohol and the ‘We Don’t Serve Teens’ program drives this message home.”
The Humane Society of the United State, Maddie’s Fund and the Ad Council are teaming up on the pet campaign. They are concerned about the 8M animals that turn up in shelters annually, 3M of which eventually are euthanized. The campaign is aimed at spurring adoption.
The campaign will utilize television, radio, print, outdoor and Web ads direct audiences to visit a new comprehensive Website, www.theshelterpetproject.org, to find out more information about how to adopt a pet from a shelter. Agency Draftfcb Chicago created the campaign on a pro bono basis.
“We are proud to join with The HSUS and Maddie’s Fund on this very important campaign, the first in our 67-year history that will benefit pets,” said Peggy Conlon, President & CEO of the Ad Council. “This campaign will help change the conversation about pet shelters and help Americans understand that they are a wonderful place to adopt a pet. Ultimately, our efforts will provide loving homes for healthy shelter dogs and cats throughout the country.”