RAB Launches Energy Efficiency Exclusive PSA Campaign

RAB Reaches out to Radio Stations to Support the Ad Council's PSA Campaign on Energy Efficiency

New York, New York - March 2, 2009 - The Radio Advertising Bureau (RAB) is encouraging radio stations to join the Energy Efficiency Exclusive PSA Campaign that uses the power of local radio to inspire listeners. The campaign will support the Ad Council's and the U.S. Department of Energy's (DOE) new "What's Your Excuse?" PSAs.

Along with the Ad Council and the DOE, the RAB wants to make sure we all do our part to save energy. Created pro bono by Goodby, Silverstein & Partners, the new PSAs encourage parents to drop excuses and educate them on how energy efficiency affects us all. "I'll turn it off later; It's only a charger; I'll save energy next time," are only some of the common excuses. However, as each spot informs us, we are going to be here a while, and we need to save now.

While the overall campaign urges parents to drop excuses and start saving energy, the Energy Efficiency Exclusive PSA Campaign is specifically radio-centric -- designed to optimize radio's unique one-on-one relationship with listeners.

'Dialing for Excuses,' an interactive DJ banter promotion, encourages radio station DJ's to place random calls to listeners and put them on the spot by asking what they did today, did yesterday, and plan to do tomorrow to save energy. Radio listeners need to defend their excuses or inform participating DJ's across the country what they do to save energy. Positive answers on energy-saving habits will garner an on-air shout-out to the listener and a station prize. Those with excuses will need to "Lose the Excuse" before they are called on again to answer the important energy questions.

This branded entertainment component of the campaign includes on-air banter among station personalities, challenging each other on their energy-efficiency practices with live listener interaction, and :10, :15, and :30 scripts for station-produced spots featuring local talent. Additionally, multiple spots are available to accommodate diverse formats.

"Our energy efficiency campaign with the U.S. Department of Energy has been successful in educating Americans about energy efficiency but far too many people are still unaware of how they can save energy," said Peggy Conlon, Ad Council President and CEO. "This new compelling creative, and the media's ongoing support of this critical campaign, will continue to make a difference in our country's overall energy consumption and the environment."

"Radio continues to be proud of its partnership and long-term support of the Ad Council on a variety of public service efforts," stated Jeff Haley, President and Chief Executive Officer, RAB. "The Energy Efficiency Exclusive PSA Campaign was developed to support the new "What's Your Excuse?" PSAs and leverage radio's local impact and take full advantage of its assets with DJ endorsements/banter, website, and on-air spots."

Radio stations are encouraged to visit www.rab.com to download the PSAs, promotion details, scripts, website links and educational facts on energy efficiency.

The Radio Advertising Bureau
The Radio Advertising Bureau serves more than 6,000 member radio stations in the U.S. and over 1,000 member networks, representative firms, broadcast vendors, and international organizations. RAB leads and participates in educational, research, sales, and advocacy programs that promote and advance radio as a primary advertising medium.

The Advertising Council
The Ad Council (www.adcouncil.org) is a private, non-profit organization that marshals talent from the advertising and communications industries, the facilities of the media, and the resources of the business and non-profit communities to produce, distribute and promote public service campaigns on behalf of non-profit organizations and government agencies in issue areas such as improving the quality of life for children, preventive health, education, community well-being, environmental preservation and strengthening families.

Contact:
Pamela Tolton
Radio Advertising Bureau
212-681-7211
ptolton@rab.com

Beth Shanley
The Ad Council
212-984-1923
bshanley@adcouncil.org