Most Successful Public Service Campaign in History Returns October 2017 with Authentic Stories Presented in Storytelling Formats
What happens when everyday people realize it’s within their power to create better lives for themselves and others? The Foundation for a Better Life will show broadcast television viewers, theater-goers and social media followers in its new “Pass It On” campaign, which represents an evolution in strategy for the most popular public awareness campaign ever presented in the United States. The new campaign will launch with a commercial featuring Joshua Williams, who founded Joshua’s Heart Foundation when he was only four-and-a-half years old to stomp out hunger in poor and underprivileged communities.
“We’re excited to roll out the newest Pass It On campaign and feature the stories of people like Joshua – unlikely heroes spurred to act by universal values like love and the desire to uncork potential,” said Gary Dixon, president, The Foundation for a Better Life. “We’re giving a forum to people from all walks of life who have risen to prominence through the strength of their character and their commitment to doing something good for others – simply because they believe it’s the right thing to do. The Foundation for a Better Life is evolving to use online media and storytelling to show ordinary people that they’re the real leaders of their communities and give them tangible tools for taking action.”
The commercial featuring Williams telling his story of how he founded the first organization to involve children in helping their neighborhoods and around the world combat homelessness and hunger will debut Oct. 4, 2017 in movie theaters and national television. The campaign will continue to introduce fresh perspectives by introducing everyday people doing extraordinary things through new Pass It On commercials released regularly.
Most Successful Public Service Campaign in History is Evolving for New Audiences
The Foundation for a Better Life launched the Pass It On campaign in 2000 with public service announcements designed to uplift viewers with positive values. The public service ads, which incorporated pop culture music to bring to life the messages, have been seen in more than 200 countries and also are aired in Spanish and Portuguese in 20 countries throughout Latin America. Some of the award-winning artists and writers who have donated their music to the campaigns include John Lennon, the Black Eyed Peas, Aretha Franklin, Eric Clapton, Justin Bieber, Bon Jovi and Garth Brooks. Other celebrities appearing on the billboards include Oprah Winfrey, Kermit the Frog, Shrek, Albert Einstein, John Wayne, Nelson Mandela, the Dalai Lama, Michael J. Fox and many others.
Over the last 17 years, The Foundation for A Better Life has earned the No. 1 spot for PSAs in both broadcast and billboards and recognized for its creativity and impact on communities. In addition, the Pass It On campaign also has played in movie theatres on lobby screens and ahead of feature films and is the most widespread and successful PSA Billboard campaign in United States history, according to the Outdoor Advertising Association of America.
In 2016, these commercials garnered over 10 million impressions each day on network television, according to Nielsen Media Research. The Foundation for a Better Life PSAs also comprised eight out of the top 10 PSAs in the country on television.
‘Pass It On’ Gets Social Overhaul
The Foundation for a Better Life is evolving in step with audiences’ growing consciousness about the importance of their values and desire to take personal action. To match this tempo, the new Pass It On campaign will support them by expanding the breadth of content produced. In addition to the familiar commercials, the new campaign also includes shareable social media content and other online media designed to inspire action, not only contemplation. As people learn about the state of the world through the media, The Foundation for a Better Life is uniquely positioned to show the good and make a difference by celebrating the efforts of real people.
“These values are universal,” Dixon said, “which makes social media the ideal platform to reach more people in authentic ways. Our goal is to promote opportunities for viewers to take everyday action to improve their own lives as well as the lives of others around them. By focusing on what’s good in people and right in the world, The Foundation for a Better Life is lending its support to values that uplift humanity.”
The campaign will reside online at passiton.com. In addition, The Foundation for a Better Life will continue to maintain the legacy values.com web presence.
New Crop of Talent Lends Support to Pass It On
The new slate of public service campaign commercials from The Foundation for a Better Life are designed to do more than simply convey an inspirational message. They’re designed to compel people to contribute to the development of positive communities through meaningful action. The omnimedia campaign will be driven by a coordinated series of narratives about character and values with an invitation for people to contribute to the dialogue online and in their communities. All the ads, posters and behind-the-scenes videos will be available online at passiton.com.
Like previous campaigns, the new Pass It On public awareness initiative appreciates the support of many media partners who donate airtime to The Foundation for a Better Life. These include the major broadcast and cable networks.
About The Foundation for a Better Life
Established in 2000, The Foundation for a Better Life creates public service campaigns communicating the values that make a difference in our communities. These uplifting messages utilizing television, movie theaters, billboards and radio along with digital and social media, are meant to inspire and encourage viewers to take positive action in the world. As a nonpartisan, nonsectarian 501(c)(3) nonprofit organization, the public service messages are created to have a universal appeal and are made available due to the generous support of air time and media space from many TV, radio and billboard companies.
Source: Ad Stasher