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AUGUST 2025
As summer winds down and we gear up for a busy fall, another season of storytelling, action and impact is already underway. First, we launched Ad Council Entertainment, a new initiative that brings our mission to a screen near you. We also debuted emotional new creative from our “Pause to Heal” campaign to help family and friends recognize when someone may be in crisis—and how to take action to temporarily remove their firearm and prevent harm. Next, we celebrated a major milestone—15 years of our “Finish Your Diploma” campaign, helping millions take the first step toward pursuing their degree and achieving their dreams. And it’s time to vote for the panels you’d like to see at South by Southwest (SXSW) 2026—an annual festival where purpose-driven ideas spark real change—we have the chance to feature some incredible panels rooted in the work we’re doing with our amazing partners—so, don’t forget to cast your vote today! Keep reading, you’ll want to see
what’s next!
Lights, Camera, Impact
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We’ve always believed in the power of storytelling to drive change—and now we’re expanding our ability to do that. The Ad Council is launching Ad Council Entertainment, a first-of-its-kind initiative designed to integrate our social impact campaign messaging into pop culture through television and film. We’re proud to begin this journey with Sugar23, an award-winning media company, as we build a big tent of creative collaborators committed to driving impact through entertainment. See what we’re building <[link removed]>!
Protecting Illinoisans, One Pause at a Time
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Only 10% of Illinoisans are familiar with Firearm Restraining Orders (FROs)—a legal action available to people throughout the state that allows loved ones to temporarily remove firearms from someone who may be at risk of harming themselves or others. For the next phase of our “Pause to Heal” campaign, we’ve launched new creative that helps people recognize the warning signs of a crisis and understand how to use a FRO to safely intervene. This effort continues our public-private partnership with the Illinois Department of Public Health and Brady to address firearm injury through prevention, education and community engagement. Created pro bono by award-winning director Deborah Riley Draper and her production company Coffee Bluff Pictures, the work captures the emotional weight of knowing—and acting—in time. Watch the life-saving creative <[link removed]>!
Fifteen Years of Second Chances and New Beginnings
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Nearly 30 million adults in the U.S. don’t have a high school diploma—and we’ve been working to change that. In partnership with the Dollar General Literacy Foundation, we’re marking 15 years of the “Finish Your Diploma” campaign with new creative that helps people recognize when and how to take the first step toward earning their high school equivalency. The new work highlights Elizabeth, who earned her diploma at 38 and now works as a school nurse—an inspiring reminder of what’s possible with the right support. To date, the campaign has connected over two million people to free local education centers and continues to remove barriers and drive impact—an effort that wouldn’t be possible without all of our partners across media and advertising. Hear Elizabeth’s story today <[link removed]>!
Roundup:
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Help bring purpose-driven conversations to the SXSW 2026 stage. Your vote can help us feature powerful sessions addressing mental health awareness <[link removed]> and firearm injury prevention, including insights from dedicated healthcare providers <[link removed]>, gun owners <[link removed]> and media executives <[link removed]>.


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On the blog, we honor Smokey Bear’s 81st birthday <[link removed]> by taking a look back at the creative strategy that made his milestone 80th
unforgettable, offering lessons to marketers looking to build campaigns that stand the test of time.

- Campaign Insight: This year, two-thirds of respondents in firearm-owning households agreed that storing all firearms locked and unloaded reduces the risk of suicide—up from 57% before our “End Family Fire” campaign began. Take a closer look at the campaign’s impact and influence <[link removed]>.
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