THE AD COUNCIL

CREATE + CHANGE | FEBRUARY 2022


We’re proud to announce the launch of the Ad Council Research Institute (ACRI), which offers a new, insight-driven approach for nonprofit, foundation and corporate partners. In conjunction with that launch, the ACRI released the inaugural Trusted Messenger Study, designed to identify the trusted messengers Americans turn to for information on social and societal issues in this polarized era. Also, our first-of-kind partnership with Amazon Ads is spreading love and inclusivity around the world—and did you catch our latest She Can STEM spot with NBC’s TODAY hosts on Super Bowl Sunday?


Announcing the Ad Council Research Institute

Research has always been the backbone of our work here at the Ad Council. That’s why we’re thrilled to announce the Ad Council Research Institute (ACRI), which launched this month. ACRI will work directly with nonprofit, foundation and corporate partners to publish actionable research studies. These insights advance some of the most pressing issues facing our country, such as workplace wellbeing, food insecurity, and racial justice and inequality.
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The Inaugural Trusted Messengers Study

Many Americans feel as if they no longer know who they should turn to for reliable information. In these highly political and often polarized times, who the message comes from is just as important—if not more—than what the specific content of the message is. The Trusted Messenger Study, the first study to be published by ACRI, was designed to identify those trusted messengers who Americans say they turn to for information on social and societal issues, with the intention of helping corporate leaders, causes, and civic groups work more effectively to educate and inspire the American public by leveraging those trusted sources.
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Alexa, What Is Love?

In time for Valentine’s Day, our iconic Love Has No Labels campaign partnered with Amazon Ads to spread messages of love and inclusivity across the world. When people ask their Alexa-enabled device, “Alexa, what is love?” they’ll now receive a response from people across all walks of life sharing what love means to them. Alexa has been asked millions of questions about love, and this initiative will encourage people to take meaningful actions to foster inclusivity within their communities. Watch the moving new PSA.
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NBC’s TODAY Joins Us to Empower Girls in STEM

On Sunday, before the Super Bowl kicked off, NBC’s TODAY debuted a new PSA in support of our She Can STEM campaign, which encourages and empowers girls throughout the country to pursue their interests in STEM—science, technology, engineering and math. Featuring TODAY hosts Savannah Guthrie, Hoda Kotb, Al Roker, Craig Melvin and Carson Daly, the humorous spot envisions the anchors as students in a 1970s classroom talking about what they hope to be when they grow up—it was created in collaboration by Deloitte Digital and in collaboration with IF/THEN, an initiative of Lyda Hill Philanthropies. Thanks to NBCUniversal for donating airtime on the biggest advertising day of the year!
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Roundup:

• Our president and CEO, Lisa Sherman, took a deep dive into the Trusted Messenger Study on our blog.
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• Our latest Champion for Good, Ashley Willson, shares her thoughts on how digital companies can be a force for good.
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• Also on the blog, learn how 2022 technology trends can help us create new communities.
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• And be sure to check out where you can find us at SXSW, as well as a few other panels we’re excited to catch.
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The Advertising Council, Inc.
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New York, NY 10017


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