YouTube stars Grace Helbig (pictured), iJustine, Joey Graceffa, Meghan Reinks, The Fine Bros. and others have been recruited to benefit social causes by The Ad Council campaign Creators For Good.
The launch of the campaign from the national non-profit organization behind public service announcements such as Smokey the Bear, Friends Don’t Let Friends Drive Drunk and Love Has No Labels has partnered with Fullscreen, AwesomenessTV, Collective Digital Studio, Defy Media, Maker Studios, StyleHaul and YouTube, and the numerous online stars “to create content that inspires social change and engages a new generation,” said Lisa Sherman, the Ad Council’s President and CEO at the opening address of the Digital Newfronts.
As part of Creators For Good, each influencer will select one Ad Council campaign that reflects their passion and create content that is unique to their channel throughout 2015.
Google will provide production support for the initiative, enabling creators to film in the YouTube Space. Ad Council campaign partners will cover production costs, as well as a possible PSA for distribution among the Ad Council media network of supporters.
The Ad Council produces more than 40 fully integrated campaigns addressing a myriad of social issues, with most campaigns developed by creative agencies in partnership with non-profit organizations or federal government agencies.
The PSAs are then distributed to media outlets across the U.S. and run in donated media worth $1.6 billion annually.