RAB and the Ad Council Launch New Model to Offer Advertisers Opportunity to Integrate with Social Good Campaigns

First-of-its-kind program allows advertisers to sponsor PSAs in local, regional and national markets

NEW YORK (May 6, 2024) – RAB, the not-for-profit trade association representing America's broadcast radio industry, and the Ad Council are launching a new program to offer advertisers sponsorable, broadcast-ready public service advertisements (PSAs). This initiative is reimagining the traditional PSA donated media model by offering radio broadcasters the ability to bring their local, regional and national brand advertisers the opportunity to sponsor important purpose-based messages that will inspire consumer trust and support the communities they serve.

The initiative officially kicks off on May 22 with a joint RAB and Ad Council live online presentation featuring an overview of the program for RAB members. The effort is timed to coincide with Mental Health Awareness Month, with all sponsorable assets promoting “Love, Your Mind,” the mental health campaign developed by Huntsman Mental Health Institute and the Ad Council. 

“We’re excited for the opportunity to collaborate with the Ad Council and Huntsman Mental Health Institute to take an innovative approach to the traditional radio PSA that benefits radio stations, their brand partners and local communities alike,” said Mike Hulvey, president and chief executive officer, RAB. “It is our vision that this new local and advertiser-friendly approach will become the standard for purpose-based initiatives in partnership with the Ad Council. We’re equally honored to kick off this important work during Mental Health Awareness Month.”

Radio station sellers will be provided with a toolkit complete with a customizable presentation and all taggable/sponsorable “Love, Your Mind” creative assets including: 
  • :30 and :60 radio commercials in English and Spanish
  • short-form spots
  • copy for host-read ads
  • digital assets 
  • guidelines and approval processes for additional partnership ideas that go beyond the provided assets 
“This new partnership with RAB marks an innovative extension of their longtime support of the Ad Council,” said DJ Perera, chief media officer, the Ad Council. “We’re grateful to RAB and radio broadcasters across the country for their ongoing commitment to using the power of advertising, media and technology to advance the most important issues facing our country.”

The customized radio campaign was produced by Audio Milkshake’s Chief Creative Officer and Founder Tony Mennuto, building on the “Love, Your Mind” creative platform originally developed by FCB. The campaign PSAs remind everyone to nurture their relationship with their mind, and direct audiences to LoveYourMindToday.org for free mental health resources.

Registration for the RAB/Ad Council “Lead with Purpose” live presentation takes place at noon Central Time on Wednesday, May 22 and is free for RAB members. The presentation will also be available for on-demand viewing. To register, click here.

About RAB
RAB is the not-for-profit trade association representing America's broadcast radio industry. Its primary objective is to drive revenue growth through advocacy, providing the tools and resources to help the industry attract new sales talent to the medium and enhance industry professionalism through training and support. RAB serves more than 6,000 member stations in the U.S. and more than 1,000 member networks, representative firms, broadcast vendors and international organizations. Learn more at www.rab.com.

About The Ad Council
The Ad Council convenes creative storytellers to educate, unite and uplift audiences by opening hearts, inspiring action and accelerating change around the most pressing issues in America. Since the non-profit’s founding, the organization and its partners in advertising, media, marketing and tech have been behind some of the country’s most iconic social impact campaigns – Smokey Bear, A Mind Is a Terrible Thing to Waste, Love Has No Labels, Tear the Paper Ceiling and many more. With a current focus on mental health, gun safety, the opioid epidemic, skill-based hiring and other critical issues, the Ad Council’s national campaigns encompass advertising and media content, ground game and community efforts, trusted messenger and influencer engagement, and employer programs, among other innovative strategies to move the needle on the most important issues of the day.

In November 2022, the Ad Council announced a Mental Health Initiative, uniting brands, marketers, media companies and nonprofits to address the mental health crisis throughout the U.S. at scale. With a founding donation from Huntsman Mental Health Institute, the multi-year initiative aims to change social norms and create a society that is more open, accepting and proactive when it comes to mental health.

To learn more or get involved, visit AdCouncil.org, join the Ad Council's communities on FacebookInstagramLinkedIn and X, and view campaign creative on YouTube.

Media Contacts

Madison Wright
The Ad Council
Nina Trach