Video: The Advertising Council and U.S. Department of Energy Launch New PSAs to Help Create an Energy Ethic for Future Generations

Video: The Advertising Council and U.S. Department of Energy Launch New PSAs to Help Create an Energy Ethic for Future Generations

NEW YORK, Sept. 12 /PRNewswire/ -- The Advertising Council and the U.S. Department of Energy (DOE) today announced the launch of a new series of public service advertisements (PSAs) designed to educate tweens ages 8-12 about the importance of energy efficiency.

To view the Multimedia News Release, go to: http://www.prnewswire.com/mnr/adcouncil/34655 /

In a February 2008 national survey of kids ages 8-12, 85 percent of respondents believed that they could lead their family to do what is needed to consume less energy in the home. The new campaign entitled "What's Your Excuse?" highlights the simplicity of making energy efficient changes in the home and asks kids to join millions of others to make a difference by using their energy wisely.

"By using energy wisely, every American can tap the cheapest, most abundant, and most reliable source of new energy available: the energy that we waste everyday," Secretary of Energy Samuel W. Bodman said. "This campaign is a call to action for America's youth -- I hope that it will inform and inspire them to make simple, smart energy decisions that will help reduce our growing energy demand."

Energy use is on the rise around the world. By 2030, global energy demand is expected to increase 50 percent above 2005 levels, with electricity demand alone in the U.S. projected to rise 29 percent over the same period. Increasing demand requires additional supplies to keep costs low, ensure reliability, and reduce America's dependence on foreign energy sources. At the same time, this growing demand must be addressed in the context of global climate change. Consumers can make a significant difference on all these fronts by reducing demand through simple energy efficiency measures. For example, households that install energy-saving bulbs can cut energy used for lighting by more than 80 percent.

Created pro bono by Goodby, Silverstein and Partners, the new TV, radio, outdoor and web advertising encourages kids to use their energy wisely with an Energy Action Plan, a simple 10-step action list to help encourage better energy use in the home. The PSAs direct viewers to a new interactive website www.loseyourexcuse.gov where they can learn fun, simple tips on energy efficient behaviors and new technological advances to reduce energy consumption in the home.

"We are thrilled to partner with DOE and Goodby on this campaign to encourage tweens to practice good energy-saving activities with their parents in order to make their homes more energy efficient," according to Peggy Conlon, President & CEO of The Advertising Council.

"The 'What's Your Excuse?' campaign points out a simple truth: it's not that hard to save energy at home," said Nick Prout, copywriter from Goodby, Silverstein & Partners. "From installing an energy saving light bulb, to unplugging a charger, to turning off a light or entertainment device when we leave a room, many actions take only a few seconds. And when we start to think about energy efficiency in those terms, and consider that everything adds up, we can't help but arrive at the conclusion that there's really no excuse not to be more conscientious."

A second series of PSAs, including TV, online, and outdoor were developed in collaboration with the Ad Council and feature characters from Walt Disney Studios Home Entertainment's new DVD and Blu-Ray(TM) release Tinker Bell. They are designed to educate 8-9 year olds on positive energy efficient habits. The PSAs drive kids to visit www.energy.gov/tink.

Per the Ad Council model, the PSAs will be distributed to media outlets nationwide this week and will run and air in advertising time and space that is donated by the media.

THE U.S. DEPARTMENT OF ENERGY

The U.S. Department of Energy stands at the forefront of the United States' effort to meet energy and environment, scientific, and national security goals. DOE works to meet growing energy demand with clean, safe, affordable, reliable and diverse supplies of energy through scientific discovery and investments with partners to push new technology rapidly into the marketplace. Among many other roles, the Department also supports American economic growth by promoting energy efficiency practices in homes, businesses and the nation's industrial complex. Since 2001, DOE and other federal agencies have provided nearly $18 billion in funding to research, develop, and promote alternative energy technologies that help to improve America's energy security.

WALT DISNEY STUDIOS HOME ENTERTAINMENT

Walt Disney Studios Home Entertainment, a recognized leader in the home entertainment industry, is the marketing, sales and distribution company for Walt Disney, Touchstone, Hollywood Pictures, Miramax and Buena Vista product, which includes DVD, Blu-ray Disc(TM) and electronic distribution. Walt Disney Studios Home Entertainment is a division of The Walt Disney Studios.

GOODBY, SILVERSTEIN & PARTNERS

Goodby, Silverstein & Partners is a full-service advertising agency, founded in 1983, with the simple aim of producing the world's best advertising (as recognized by its industry peers in terms of the distinctiveness of its work and by its effectiveness in the marketplace). Located in San Francisco, GS&P handles over two billion dollars in billings for clients including Hewlett-Packard, Comcast, Sprint, Hyundai, Adobe, Anheuser-Busch, Haagen-Dazs, Elizabeth Arden, Frito-Lay, and the California Fluid Milk Processors Advisory Board ("got milk?").

THE ADVERTISING COUNCIL

The Ad Council (www.adcouncil.org) is a private, non-profit organization that marshals talent from the advertising and communications industries, the facilities of the media, and the resources of the business and non-profit communities to produce, distribute and promote public service campaigns on behalf of non-profit organizations and government agencies in issue areas such as improving the quality of life for children, preventive health, education, community well-being, environmental preservation and strengthening families.

Video: http://www.prnewswire.com/mnr/adcouncil/34655
Source: The Ad Council

CONTACT: Beth Shanley of The Ad Council, +1-212-984-1923,
bshanley@adcouncil.org; or Christine O'Donnell of Goodby, Silverstein &
Partners, +1-415-955-6222, christine_odonnell@gspsf.com; or Phil West of U.S.
Department of Energy, +1-202-586-4940, Phil.West@hq.doe.gov

Web site: http://www.adcouncil.org/
http://www.loseyourexcuse.gov/
http://www.energy.gov/tink

-------
Profile: intent