Ad Council Re-Launches Influencer and Trusted Messenger Engagement Strategy Arm to Drive Measurable Change for Social Impact Campaigns

Creators for Good leverages the Ad Council39s established relationships in the media marketing advertising and technology industries to identify and amplify trusted voices on the nation39s most pressing issues Since the program first launched in 2015 Creators for Good has engaged more than 2300 influential voices across over 50 campaign issues with more than 200 individual activations and nearly 5000 pieces of contentquotWe know from our experience the messenger is just as important as the message itself Our Creators for Good program is a vital part of the Ad Council39s campaign ecosystemquot said Lisa Sherman Ad Council President and CEO quotThis strengthened investment in trusted messengers will have a profound impact on our ability to move the needle on the biggest issues facing our countryquotTo deepen impact for the Ad Council39s more than 30 national social impact campaigns the expanded strategic offerings apply key learnings from the organization39s groundbreaking COVID19 Vaccine Education Initiative The campaign quotIt39s Up To Youquot leveraged more than 1445 trusted messengers across traditional influencers celebrity talent musicians athletes medical experts faith leaders and community leaders ultimately reaching 1520 of vaccine eligible Americans with quotIt39s Up To Youquot related influencer content Trusted messengers for the historic effort include Pope Francis Kareem AbdulJabbar Foreigner Dr Joe Park of The Bachelorette more than 100 medical professionals and 1000 hyper local influencersIn Creators for Good39s new form a dedicated team of influencer specialists are continuing to go beyond onetime activations to collaborate with issue experts and influencers on opportunities that come to life across a wide breadth of channels and platforms including social media advertising events and media partnerships These holistic yearround programs and relationships provide quantifiable measurable results based on campaign objectives for continued impactCreators for Good leverages extensive research including new indepth PassionPoints surveys of over 100K potential influencers partners supported by a custom data dashboard which will also be used continuously to determine the voices who are trusted knowledgeable and authentically connected to each campaign These offerings are possible through collaboration with partners such as Influential and People First Influential is an AI social data and conversion technology that helps to match influencers to important social causes ultimately driving awareness and encouraging conversations People First sources and distributes highly personal peertopeer content from trusted messengersamp8212en masse and across any digital channelamp8212to increase awareness and unlock the power of real people sharing lived experiences with their communitiesThe fully integrated Creators for Good program offers services across the entire life cycle of campaign engagement Beyond core services in strategic planning activation and direct outreach new capabilities include ambassador program development trusted messenger summits case studies and robust research and evaluation offerings All activations will strategically work with messengers of varying platform size and reach rallying macro medium and micro influencers These services are available to all Ad Council campaigns in addition to clients working through the nonprofit39s consultancy Ad Council EdgeThe new capabilities apply insights from the Ad Council Research Institute39s inaugural Trusted Messengers Study which identifies an effective trusted messenger ecosystem as one that recognizes the unique potential of quotAmplifiersquot with broad reach and relevance quotValidatorsquot with specific issue expertise and quotPersuadersquot with personal connection to audiences The study found that after their family most Americans 60 turn to medical professionals for trusted information on social and societal issues followed closely by close friends 59 and scientists 51 Local and community leaders are the next most trustworthy with the public placing trust in pastorsreligious leaders 40 teachers or school leaders 39 church members 32 and local business owners 31These key findings support Creators for Good39s broadened definition of trusted messengers to connect with voices who have already established trust on social issues across their diverse areas of influenceTo date Creators for Good has worked with celebrities social influencers subject matter experts podcasters businesses athletes musicians hyperlocalcommunity influencers and more includingMike Alfaro amp8211 The digital creator and CEO of Millennial Loteria shared the importance of being prepared for natural disasters as part of the Emergency Preparedness campaignSimone Biles amp8211 The Olympic champion gymnast starred in PSAs for the quotYou Will See Mequot campaign to inspire and empower Black Americans who have been disproportionately impacted by COVID19 to wear face masks to help stop the spread of coronavirusBillie Eilish amp8211 The Grammy award winning artist opened up about her experience with mental health for the Seize the Awkward campaign encouraging young adults to check in on their friends who may be strugglingDr Kizzmekia S Corbett PhD amp8211 The viral immunologist and scientific lead for the Coronavirus Vaccines ampamp Immunopathogenesis Team at the National Institutes of Health NIH National Institute of Allergy and Infectious Diseases Vaccine Research Center VRC teamed up with basketball legend Kareem Abdul Jabbar to answer questions surrounding the COVID19 vaccines for the quotIt39s Up To Youquot campaignKarina Garcia amp8211 The YouTuber and quotQueen of Slimequot with more than nine million subscribers empowered young girls nonbinary and trans youth to pursue interests in STEM for the She Can STEM campaignFor more information including opportunities to partner with Creators for Good visit hereClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Ad Council Re-Launches Influencer and Trusted Messenger Engagement Strategy Arm to Drive Measurable Change for Social Impact Campaigns

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Ad Council Re-Launches Influencer and Trusted Messenger Engagement Strategy Arm to Drive Measurable Change for Social Impact Campaigns

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