Hired by Ad Council for Lead Poisoning Prevention Social Media Campaign

June 27, 2011

Washingon, June 27, 2011 – The Advertising Council has hired Environics Communications to develop and implement a social media program to support its “Lead-Free Kids” national public service advertising (PSA) campaign.

The PSA and social media campaign are designed to educate parents and caregivers of children under six, as well as pregnant women, about the dangers of lead poisoning. First launched in April 2010, the campaign also focuses on minority and low-income families, and is sponsored by the Coalition to End Childhood Lead Poisoning, the U.S. Environmental Protection Agency, and the U.S. Department of Housing and Urban Development.

Lead poisoning affects over one million children. The most common source of lead poisoning is deteriorating lead-based paint and lead dust found in homes, schools and buildings built before 1978. Lead exposure can cause a range of adverse health effects, including learning disabilities, hearing loss, speech delays, and violent behavior. Children younger than six are most at risk.

Environics Communications will implement a social media campaign that will include developing a blogger outreach program; creating and managing a Facebook fan page and Twitter account; enhancing the campaign’s YouTube channel; managing an e-advocacy program with other organizations interested in lead poisoning prevention; and conducting outreach to target audiences via mobile devices.

“Environics has extensive experience using traditional and social media to influence parents and caregivers about the health, safety and well-being of their children,” said Lisa Cullen, director of public relations and social media in the Ad Council’s Washington office. “This knowledge, combined with the agency’s multicultural communications expertise, led to their selection for this important safety initiative to protect our nation’s young children.”

“While many Americans assume that lead poisoning is no longer a problem, unfortunately that’s not true,” said Dave Groobert, U.S. general manager for Environics. “Millions of children who live and play in older homes and schools are exposed to lead paint flakes or dust, which can cause devastating and irreversible harm. This is an important issue for families, and we’re proud to be selected by the Ad Council and the sponsors to work on this campaign.”

About The Advertising Council

The Ad Council is a non-profit organization with a rich history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has affected, and continues to effect, tremendous positive change by raising awareness, inspiring action and saving lives. To learn more about the Ad Council and its campaigns, visit www.adcouncil.org.