National Public Service Campaign with
the
Ad Council Helps Keep Children Safer Online Client: National Center for Missing & Exploited Children
The National Center for Missing & Exploited Children partnered with the Ad Council for three years to create a public service advertising campaign talking directly to parents and teenage girls about the potential risks that exist online. They hired Steppingstone LLC to reach out to reporters covering online exploitation of children and to follow-up with hundreds of public service directors, as well as generate publicity with key audiences. Among the 48 active Ad Council campaigns, the campaign ranked #1 in donated media for the second quarter of 2006, with approximately $31.6 million dollars. To date, the campaign has received more than $133 million dollars in donated advertising. Steppingstone LLC placed stories like this web content series about online safety for parents produced by Focus on the Family.
