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Muni Web Sites Can Help Promote Positive Social Change

From promoting art awareness to preventing drunk driving, the Ad CouncilAdvertisements of any sort are not standard fare on official city or county government web sites. But because public service ads promote positive social change - often in the form of citizen involvement - they may well have a place on municipal web sites.

John Quirk, Telecommunications Coordinator for the Get Green - offers environmental tips for cleaner air and water, greater energy security and healthier oceans

Read and Rise - provides age-specific strategies to support children’s reading habits from early on

Afterschool Alliance - promotes the importance of after-school programs

Ad Council’s web site.Bill Finnerty, Chief Information Management and Technology Officer for Hampton, Virginia, web policy states that the web site will link to other organizations “provided that they have a business relationship with the city,” according to John Eagle, Director of Information Technology.

Approval to include a PSA on a government web site does not appear to be required in all cases. For every web administrator who told us that they would need approval from a council, board or chief administrator before posting a public service ad, there was another who said that they would be free to do so without any formal authorization. PSA Pioneer The Ad Council is a non-profit organization that has endeavored to improve the lives of all Americans since first creating the category of public service advertising in 1942, according to Estella. Its ads are designed to raise awareness of social issues, inspire action, and save lives.

“Based on our long history of effecting positive change, it’s fair to say that Ad Council campaigns have inspired several generations of Americans. Our ultimate goal is to ensure that future generations will reap the benefits of our efforts to date, and continue to be inspired by our public service campaigns in the future.”