Larry Kirkman
Highlights from Benton’s Four Decades: The Campaigns for Kids
It started with a cold call from the Ad Council to the Children’s Defense Fund (CDF). In 1996, the Ad Council, with more than $2 billion a year in donated media for public service advertising (PSA), decided to make a ten-year commitment to campaigns on behalf of children as the centerpiece of its work. To launch the initiative, the Ad Council was looking for a partner who could deliver a grassroots network and reinvent fulfillment for PSA campaigns in the digital age (replacing 800 phone numbers and brochures with multimedia websites to provide information and resources for action).
Combining state-of-the-technologies with traditional and new media, Benton's Campaigns for Kids in the mid-1990's reinvented fulfillment for PSA campaigns in the digital age by replacing 800 phone numbers and brochures with multimedia websites to provide information and resources for action.
