The Advertising Council Selects Environics Communications for Social Media Campaign

May 2, 2011

Washington, May 2, 2011 – The Advertising Council, on behalf of the U.S. Forest Service, has hired Environics Communications to develop and implement a social media program to support their “Re-Connecting Kids with Nature” national public service advertising (PSA) campaign.

Launched in 2009 with the U.S. Forest Service, the Re-Connecting Kids with Nature campaign is designed to encourage children to get outside and experience nature first-hand, instilling a lifelong love for the outdoors by fostering a connection with urban and national forests. The PSAs direct parents and children to visit www.DiscoverTheForest.org where they can find ideas for outdoor activities as well as educational and conservation information.

New television, radio and outdoor PSAs will launch this summer to coincide with National Get Outdoors Day. Environics will implement a comprehensive social media program in support of the PSAs, encouraging parents and families to connect to the campaign via Facebook, visit the website for additional information and an interactive map of nearby forests, and get outdoors with their children.

Environics will conduct blogger outreach; manage the campaign’s Twitter feed, YouTube channel and Facebook page; and create a social media toolkit for strategic partners that will include sample blog and Facebook posts and tweets, links, and a widget linking back to the website.

“Environics impressed us with their highly creative approach to this campaign, as well as their demonstrated social media experience communicating with parents and caregivers about the health and well-being of their children,” said Ellyn Fisher, vice president of public relations and social media for the Ad Council.

“Connecting kids with nature is good for the child, good for the family, and good for the environment,” said Dave Groobert, senior vice president and general manager of Environics’ Washington, D.C. office. “We’re pleased to be selected to work on this important U.S. Forest Service initiative, in tandem with an organization as prestigious as the Ad Council.”

About The U.S. Forest Service The mission of the U.S. Forest Service is to sustain the health, diversity, and productivity of the nation’s forests and grasslands to meet the needs of present and future generations. The agency manages 193 million acres of public land, provides assistance to state and private landowners, and maintains the largest forestry research organization in the world.

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.