The Ad Council and Sugar23 Launch Ad Council Entertainment

The Ad Council the nonprofit behind some of the most iconic social impact campaigns in the US today announced the formation of Ad Council Entertainment The new initiative is a firstofits kind for the legendary nonprofit and is dedicated to harnessing longform storytelling to drive social impact at scale in a partnership withamp160Sugar23 the media company founded by Academy Awardwinning producer Michael SugarThe strategic partnership unites the Ad Councilamp8217s 80year legacy of creating social impact through marketing with Sugar23amp8217s pedigree of producing awardwinning socially conscious entertainment like amp8220Spotlightamp8221 amp822013 Reasons Whyamp8221 amp8220Dickinsonamp8221 and amp8220The Knickamp8221 Together through Ad Council Entertainment the two organizations will expand their work into the realm of cultureshaping premium entertainment by developing feature films series and documentaries that tackle urgent social issues initiate public dialogue and drive impactamp8220Storytelling has always been central to the Ad Councilamp8217s missionamp8221 said Lisa Sherman President and CEO of the Ad Council amp8220With Ad Council Entertainment and this groundbreaking partnership we can bring that mission into a new era by working with worldclass producers and creators in film and TV to build emotionally resonant stories that are part of culture and move people to act Weamp8217re thrilled to partner with Sugar23 whose track record in both entertainment and brand storytelling makes them the perfect collaboratoramp8221With over 1 billion in donated media placements annually the Ad Council is the largest producer of social impact campaigns in America Currently focused on mental health gun violence the overdose crisis and many other critical issues in the United States the nonprofit leverages indepth research and bestinclass creative to mobilize toptier partners in advertising entertainment media marketing and tech to provide audiences with vetted resources and practical tools that inspire actionIn addition to codeveloping film and episodic content for premium media platforms in collaboration with awardwinning producers writers and directors Sugar23 and the Ad Council are uniting their extensive network of brand partners to collaborate on select projects that align with their own social impact commitments and brand purposeamp8220Weamp8217ve seen how entertainment can truly change the worldamp8221 said Michael Sugar Founder and CEO of Sugar23 amp8220In an era where audience attention is increasingly fragmented and brand purpose is a business imperative this partnership offers a powerful new model using the tools of cinematic storytellingamp8212supported by brand partnersamp8212to advance public good The launch also comes at a pivotal moment in the entertainment industry So many of my contemporaries in Hollywood all of whom are invited into this model often miss the great work of Participant Media and we expect this partnership will fill some of that voidamp8221The inaugural slate for this collaboration is currently in development including scripted and unscripted projects with an initial focus on addressing the mental health crisis facing millions of people in AmericaPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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