Adlibbing: Inside PSAs

Penetrating Popular Culture

A new survey we just conducted reveals that 54 percent of 18 to 24 year olds know that Taylor Hicks is the most recent winner of "American Idol," 41 percent know that Brad Pitt and Angelina Jolie named their baby Shiloh but only 14 percent are aware that a single blood donation can save three lives.

Blood drives are part of the Ad Council's roots.  Our WWII campaign with the American Red Cross created a whole generation of blood donors.  However, today the average age of a blood donor is over 50.  This new campaign is intended to increase young people's awareness of the importance of giving blood.

The Bloodsaves campaign was created by JJ Sedelmaier of Saturday Night Live fame.  In it, an animated superhero, "The Red Defender," saves the world but encounters humorous problems in the process.  The message:  Saving the world isn't easy but saving a life is.  Give blood.

This strategy comes out of the insight that young people are motivated to save the world but find that huge social issues are complicated.  Giving blood is an easy way to save lives.

Using a hip comic book style will allow us to penetrate the illusive youth popular culture.  The ads work well on television and the Internet.  The first round of work launched in 2005 and promoted a new website, www.bloodsaves.com, which has received over 2.6 million unique visitors.  No doubt that number will continue to climb with the new spots.

It's fun to use new tools and media to do an age old job -- create a generation of blood donors.

Some Get It. Some Don't.

I took a summer Friday last week and played golf with two longtime friends from the business who run a group of the leading ad business publications.  Even though we see each other from time to time throughout the year, this is our chance to catch up over a four hour round and lunch.

During the particularly spectacular summer day, we caught up on our own lives as well as discussing mutual friends and business associates.  Over the course of 15 years doing business in the same circles, we know a lot of the same people.

As we compared notes on these folks the comments ranged from "she's doing so great" and "his golf game is superb".  And as the question came up "what do they do for the Ad Council" my answers ranged from "spectacular" to "not one blessed thing".  The former answer was, happily, in the majority.  I was able to sing the praises of friends and supporters from trade associations like TVB, OAAA, NAB and NCTA.  Media companies like Turner Networks, Clear Channel and the NY Times.  And the agency partners like McCann, Ogilvy, BBDO and on and on.  The list of friends who go well out of their way to support our campaigns and their lifesaving messages was a long one and lasted through several bogies, double bogies (mine) and even a good number of pars.

But even I was startled at my answer -- and their response -- when the answer to what kind of support certain folks gave was a negative one.  "Gee, he/she seems like such a caring person," was their reaction.  I thought, yeah, they are.  So I wondered what was the missing link?  How is it that some people will go to incredible lengths to support important messages that help others?  Does it mean that those who do are somehow better people?

The only answer that I could come up with is "Some people get it.  Some don't."