Ad Council program connects advertisers with nonprofits in need of marketing chops

The Ad Council has rolled out a platform called CreateForChange that will make it easier for creative and media professionals to connect with nonprofits that need help with marketing.

The 75-year-old nonprofit, known for iconic campaigns like ‘Smokey Bear’ and more recently ‘Love Has No Labels,’ is teaming up with the Taproot Foundation to launch the program. The Taproot Foundation is an organization that connects nonprofits and social change organizations with skilled volunteers who want to share their expertise pro bono.

According to the Taproot Foundation, since 2001 its volunteers have served 4,600 social change organizations, providing 1.5m hours of work worth over $160m in value.

On CreateForChange's website, professionals can browse through nonprofit projects based on their skillset, whether it be copywriting, graphic design, web design, strategy, media planning or marketing. Many of the projects can be done remotely.

“The Ad Council has been powering the collaborative pro bono efforts of the communications and advertising industry for 75 years,” said Lisa Sherman, president and chief executive of the Ad Council, in a statement. “But we’ve realized we have the opportunity to do more — to provide a platform for individuals in the industry to lend their talents and skills to the many nonprofits in need. CreateForChange will allow our industry to lend their ‘day job’ skills for good in way that will make a lasting impact on American life.”

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she primarily covers independent agencies and B2B marketing. She also oversees The Drum’s “Independent Influence,” a weekly series that spotlights the work, perspectives and inspirations behind independent agencies. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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