VogtGoldstein Unveils PSAs

BOSTON VogtGoldstein said it has created a national public service effort with the Ad Council on behalf of the Big Brothers Big Sisters oraganization.

The television and radio campaign breaking today features first lady Laura Bush and is designed to encourage adults to volunteer as mentors.

“We realized that mentoring has such an interesting dynamic happening,” said Rob Slosberg, partner and creative director at VogtGoldstein, an independent shop in Westport, Conn. “A mentor can become such a positive, gigantic force in a child’s life, not by doing grand things, but by simply sharing small moments.”

The PSAs conclude with Bush encouraging adults to “Help America’s youth. Be a friend. Be a mentor. Just be there.”

The new PSAs will air in advertising time that will be donated by the media. Since its launch in 2002, the mentoring campaign has received approximately $123 million in donated time and space from the media.

VogtGoldstein’s other clients include Oxford Health Plans, Pitney Bowes and United Healthcare.

—Adweek staff report