Dallas to Lead Agency's 15-Office Pro Bono Effort
DALLAS--McCann-Erickson here was selected to develop a new national advertising campaign for Mothers Against Drunk Driving, headquartered in Irving, Texas.
The leading issue will be underage drinking, in advertising debuting later this year for the nonprofit organization, according to the agency. The public service announcements, to be delivered via television, radio, print and Internet sites, will be created and placed pro bono by McCann-Erickson in Dallas and its 14 other offices nationwide, the agency reported.
In addition, the Mothers Against Drunk Driving (MADD) underage drinking executions will be included in the public service component of a $195 million media campaign by the White House Office of National Drug Control Policy [Adweek, June 1], according to McCann-Erickson.
In a statement, agency executive vice president and general manager Tony Pace said, "We look forward to partnering with MADD in driving home the important message that underage drinking can be a matter of life and death." Pace oversees McCann operations in both Houston and Dallas.
MADD reportedly talked to several Dallas-area and national agencies about the account. A MADD representative could not be reached for comment at press time.
Pace also stated that the work, MADD's first comprehensive advertising push against underage drinking, will be "nonpreachy" and present a message "that is rational and based on facts, research and/or studies." The campaign will target youths, parents, law enforcement officials and alcoholic beverage servers.
McCann-Erickson is expected to break work in the late summer during the back-to-school period.
Publicis/Bloom and Joiner Rowland Serio, both Dallas, have each previously handled MADD's pro bono efforts in recent years. It was unclear whether another agency was employed for project assignments during the last two years.