The Ad Council Relaunches Influencer and Trusted Messenger Engagement Strategy to Bring Measurable Change to Social Impact Campaigns

The organization’s “Creators for Good” program expands capabilities to solve the nation’s most pressing problems

NEW YORK, July 6, 2022 /PRNewswire/ — The Ad Council, the nation’s leading nonprofit using the power of communications to drive social change, today announced the relaunch of its premier talent engagement division, Creators for good. Having already reached more than 251 million Americans with content and messages developed in collaboration with influencers and celebrities, Creators for Good is expanding its impact with new data tools, deep partnerships with major social platforms and an approach expanded to feature trusted messengers – including doctors, medical experts, community leaders and others – giving them platforms to share their expertise at scale.

Creators for Good leverages the Ad Council’s established relationships in media, marketing, advertising and technology to identify and amplify trusted voices on the country’s most pressing issues. Since the program launched in 2015, Creators for Good has engaged more than 2,300 influential voices across more than 50 campaign themes with more than 200 individual activations and nearly 5,000 pieces of content.

“We know from experience that the messenger is just as important as the message itself. Our Creators for Good program is an essential part of Ad Council’s campaign ecosystem,” said Lisa Sherman, President and CEO of the Advertising Council. “This increased investment in trusted messengers will have a profound impact on our ability to get things done on the biggest issues facing our country.”

To deepen the impact of the Ad Council’s more than 30 national social impact campaigns, the expanded strategic offerings apply key learnings from the organization’s groundbreaking COVID-19 vaccine education initiative. The campaign, “It’s Up To You”, engaged more than 1,445 trusted messengers from traditional influencers, celebrities, musicians, athletes, medical experts, religious leaders and community leaders, eventually reaching 15-20 % of vaccine-eligible Americans with “It’s Up To You” related influencer content. Trusted messengers for the historic effort include Pope Francis, Kareem Abdul Jabbar, Foreigndr. Joe Park of the Bachelorettemore than 100 healthcare professionals and 1,000 hyper-local influencers.

In the new form of Creators for Good, a dedicated team of influencer specialists continues to go beyond one-time activations to collaborate with experts and influencers on opportunities that arise across a wide range of channels and platforms, including social media, advertising, events and media partnerships. These holistic, year-round programs and relationships deliver quantifiable, measurable results based on campaign goals for ongoing impact.

Creators for Good is backed by extensive research, including new PassionPoints in-depth surveys of more than 100K potential influencer partners supported by a personalized data dashboard, which will also be used on an ongoing basis to determine which voices are trusted, knowledgeable and authentically connected to each campaign. These offers are possible thanks to the collaboration with partners such as influential and people first. Influential is an AI social data and conversion technology that helps connect influencers with important social causes, which ultimately raises awareness and encourages conversations. People First sources and distributes highly personal peer-to-peer content from trusted messengers, in bulk and across any digital channel, to raise awareness and unleash the power of real people sharing lived experiences with their communities. .

The fully integrated Creators for Good program offers services throughout the campaign engagement lifecycle. Beyond core services in strategic planning, activation and direct outreach, new capabilities include the development of ambassador programs, trusted messenger summits, case studies and research and solid evaluations. All activations will work strategically with messengers of varying platform sizes and reach, bringing together macro, medium and micro influencers. These services are available to all Ad Council campaigns, in addition to clients working through the nonprofit consultancy, Ad Council Edge.

New features apply insights from Ad Council Research Institute’s first study Trusted Messengers Study, which identifies an effective trusted messenger ecosystem as one that recognizes the unique potential of “amplifiers” with broad reach and relevance, “validators” with specific issue expertise, and “persuasors” with a personal connection with the audience. The study found that after family, most Americans (60%) turn to health professionals for reliable information on social and societal issues, followed closely by close friends (59%) and scientists (51%). Local and community leaders are the next most trusted, with the public trusting pastors/religious leaders (40%), teachers or school leaders (39%), church members (32%) and local business owners (31%).

These key findings support the creators’ expanded definition for the sake of trusted messengers to connect with voices that have already established trust on social issues in their various areas of influence.

To date, Creators for Good has worked with celebrities, social influencers, subject matter experts, podcasters, businesses, athletes, musicians, hyperlocal/community influencers and more, including:

  • Mike Alfaro – The digital creator and CEO of Millennial Loteria shared the importance of preparing for natural disasters as part of the Emergency Preparedness country.
  • Simone Biles – The Olympic champion gymnast starred in the “You Will See Me” campaign public service announcements to inspire and empower Black Americans, who have been disproportionately impacted by COVID-19, to wear face masks to help to stop the spread of the coronavirus.
  • Billie Eilish – The Grammy Award-winning artist opened up about her experience with mental health for the Seize the awkward campaign, encouraging young adults to check in on friends who may be struggling.
  • Dr. Kizzmekia S. Corbett, Ph.D. – The viral immunologist and scientific lead of the coronavirus vaccines and immunopathogenesis team of the National Institutes of Health (NIH), National Institute of Allergy and Infectious Diseases, Vaccine Research Center (VRC) has joined forces with basketball legend Kareem Abdul Jabbar to answer questions surrounding COVID-19 vaccines for the “It’s yours” country.
  • Karine Garcia – The YouTuber and “Queen of Slime” with over nine million subscribers has empowered young girls, non-binary and trans youth to pursue their interests in STEM for the She can STEM country.

For more information, including partnership opportunities with Creators for Good, visit here.


The Ad Council has a long history of creating vital public service communications in times of national crisis, from the organization’s earliest days during World War II through September 11th and natural disasters like Hurricane Katrina and Hurricane Sandy and, more recently, leading the industry response to the COVID-19 pandemic. Its close relationships with the media, the creative community, subject matter experts and government leaders make the organization uniquely positioned to quickly deliver important and lifesaving information to millions of Americans.

The Ad Council is where creativity and causes converge. The nonprofit organization brings together the most creative minds in advertising, media, technology and marketing to tackle many of the most important causes in the country. The Ad Council has created many of the most iconic campaigns in advertising history. Friends don’t let friends drive drunk. smoked bear. Love has no labels.

Ad Council’s innovative social impact campaigns raise awareness, inspire action and save lives. To learn more, visit AdCouncil.orgfollow the Ad Council communities on Facebook and Twitterand display the creation on Youtube.

SOURCE The Advertising Council