You’ve heard millions of its ads — on radio, on TV. But now the Ad Council, the largest producer of public service campaigns in the U.S., has announced a new partnership with Mobile Commons, a leading mobile communications company, that will enable the Ad Council to develop mobile strategies and implement texting programs in-house for the first time in the organization’s 72-year history.
Two national campaigns – one for Children’s Oral Health and another about Financial Literacy – will be the groundbreakers. These ads will be promoted via campaign public service ads (PSAs) and other communications channels.
“The Ad Council produces more than 40 national public service campaigns in partnership with non-profit organizations and federal government agencies annually. The campaigns address issues in the areas of health, education, safety and community involvement,” according to a written statement.
“We know that our campaign target audiences are highly engaged in texting. Mobile Commons’ platform will provide a meaningful way to establish an ongoing dialogue and provide them with the education and motivation they need,” said Peggy Conlon, president and CEO of the Ad Council. “I look forward to what we can achieve on behalf of so many critical issues.”
Initially, the PSA campaigns will utilize text messaging and segmentation to gather mobile user data such as demographics, age and personal interests. Through Mobile Commons’ platform, the mobile users can sign-up to receive text messages straight to their phone reminding them to maintain healthy brushing habits with their kids or save money, respectively.
Both campaigns, we are told, are “further enhanced” by the use of a crafted persona. Users will meet Oral Health’s “Joy” and Financial Literacy’s “Ben;” both of whom help to brand and personalize the texter’s experience.”