Pro bono ads on secondhand smoke expected; agency not set
Stepping up efforts to do more with less, the American Legacy Foundation is partnering for the first time with the Ad Council on a pro bono campaign addressing secondhand smoke, the client said.
Legacy is also launching a print ad with actress Cicely Tyson in July issues of Essence, Good Housekeeping, O and People as part of its “Portraits” campaign from Arnold in Boston. That work features celebrities who have family or friends who have suffered from tobacco-related diseases. Pop star Jessica Simpson will appear in an ad in August and September.
Ad Council CEO Peggy Conlon said the Legacy link was recently approved, and an agency will be assigned shortly. (Arnold, Crispin Porter + Bogusky, Miami, and GSD&M, Austin, Texas, which handle Legacy’s “Truth” work, are not precluded from handling the project.) No break date has been set. Legacy already partners with Avon, the Entertainment Industry Foundation, QVC and the WUSA.
Chris Cullen, evp of marketing and communications, said Legacy is boosting public-service efforts and partnerships now that it has received the last of five $300 million payouts from Big Tobacco. Legacy will spend about $60 million this year on “Truth,” but its ad budget will decrease as its operating budget shrinks from $155 million now to $95 million in 2006, Cullen said.
Legacy Links Up With Ad Council
