named programs · 5 · from sources
What they call their work
Agree to Agree
Gun violence prevention campaign equipping health care professionals with tools and messaging to initiate conversations about firearm safety with patients and families.
Creators for Good
In-house talent engagement program leveraging creators and trusted messengers to amplify public service messages through authentic content and skills-first hiring advocacy.
Love, Your Mind
National mental health campaign providing resources and support for teens, including an immersive experience on Roblox to promote mental wellness in a digital environment.
Mental Health Initiative
Cohesive effort unifying multiple campaigns to reduce stigma and increase access to mental health resources, particularly during Mental Health Awareness Month.
Saving for Retirement
Financial literacy campaign in partnership with Her Agenda to empower adults with knowledge and confidence to plan for long-term financial security.
activities · 5 groups
What they do
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Public Awareness and Educational Outreach 3 activities
- Develops and distributes national public service advertising campaignsCreates and runs research-based, nonpartisan public service advertising campaigns on critical social issues including health, safety, education, and public welfare, operating approximately 24 ongoing campaigns nationally.
- Distributes advertising assets for public service campaignsProvides access to advertising creative and campaign materials for use by partners and nonprofits in support of national public service initiatives.
- Partners with organizations to expand campaign reachCollaborates with external partners such as Her Agenda to extend the impact of public service campaigns, including financial literacy initiatives like the “Saving for Retirement” campaign.
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Mental Health Education and Awareness 1 activity
- Launches digital platforms to support youth mental healthDeveloped “Love, Your Mind World,” the first nonprofit experience on Roblox dedicated to teen mental health, to provide accessible, interactive support for young people.
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AI Governance and Ethical Research 1 activity
- Measures campaign impact through research and evaluationConducts research and evaluates outcomes of public service campaigns to assess effectiveness and inform future initiatives, including reports on generative AI, sustainability, and clean energy adoption.
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Volunteer Engagement and Capacity Support 1 activity
- Supports employee civic engagementOffers employees two paid days per year to volunteer with a nonprofit organization of their choice, promoting community involvement and service.
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Uncategorized 2 activities
- Advances corporate integration of social good in commercial productsHighlights and promotes examples of purpose-driven innovation in the private sector, such as AXA France’s inclusion of domestic violence coverage in insurance and Adidas’s co-designed running shoe for the Down syndrome community.
- Secures donated media for public service campaignsNegotiates and secures over $1 billion annually in donated media placements through partnerships with media companies to amplify the reach of public service advertising campaigns.
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financials · form 990 · fy2024
revenue
Total revenue$79.43M
Contributions & grants$37.71M47%
Program service revenue$37.67M47%
Investment income$4.81M6%
Other revenue$-762K
expenses
Total expenses$69.84M
Program expenses77%
Admin / overhead17%
Fundraising6%
Salaries & benefits$33.35M
Grants paid out$0
Largest expense lineCompensation
balance sheet
Total assets$109.96M
Cash$44.19M
Investments$37.30M
Liabilities$22.00M
Net assets$87.97M
Liquid reserves14.0 mo
6 years on record · 2019–2024 · YoY revenue +0.8%
leadership · form 990 part vii · fy2024
Who runs it
paid leadership · 18
| Name | Title | Hours/wk | Compensation |
|---|---|---|---|
| LISA E SHERMAN | PRESIDENT AND CEO | 45 | $2.35M |
| PAULA VEALE | CHIEF MARKETING & COMMUNICATION | 41 | $737K |
| KENNETH M KROLL | CHIEF FINANCIAL & OPERATIONS OFFICER | 42 | $669K |
| MICHELLE HILLMAN | CHIEF CAMPAIGN & PROGRAM OFFICER | 37 | $587K |
| DINUKSHINI JEROMINE PERERA | CHIEF MEDIA OFFICER | 35 | $585K |
| HEIDI ARTHUR | CHIEF CAMPAIGN & PROGRAM OFFICER | 38 | $584K |
| REGINA BRADLEY | CHIEF PEOPLE OFFICER | 42 | $544K |
| CHARYSSE NUNEZ CHIEF | INSIGHTS & ANALYTICS OFFICER | 38 | $529K |
| ELISE JAMES | CHIEF CULTURE & COMMUNITY OFFICER | 39 | $519K |
| KATE EMANUEL CHIEF | BUSINESS OPERATIONS & STRATEGY | 35 | $498K |
| CORRINA ANN GREENBERG CHIEF | DEVELOPMENT OFFICER, THRU 12/31/24 | 20 | $410K |
| DANIELLE LINET SVP | CREATIVE STUDIO&MARKETING OPERATIONS | 37 | $373K |
| ANNE DEO | SVP, ANALYTICS | 41 | $368K |
| LORNA LIGHTFOOT-WARE | CHIEF LEGAL OFFICER | 44 | $337K |
| ANTHONY FOLENO | SVP, STRATEGY & EVALUATION | 39 | $332K |
| ANTHONY CHARLES SIGNORELLI | SVP, CORPORATE PARTNERSHIPS | 36 | $331K |
| KATHRYN ASHLEY MENSCHNER | SVP, MEDIA STRATEGY & ENGAGEMENT | 36 | $313K |
| BARBARA LESHINSKY | FORMER CHIEF REVENUE & DEVELOPMENT | 0 | $174K |
board members · 7
- AARON WALTON — DIRECTOR
- ADAM GERHART — DIRECTOR
- ALAN MOSS — DIRECTOR
- ALEXA VIGNONE — DIRECTOR
- ALICE MCKOWN — DIRECTOR
- ALISON RODDEN — DIRECTOR
- AMIT KOTECHA — DIRECTOR, THRU 12/10/24
relationships · 17
Who they work with
- AXA France Partner — Campaign partner highlighted for integrating domestic violence coverage into home insurance policies.
- Ad Council Edge Network — Consulting arm that advises clients on creating effective, inspiring messages based on the Ad Council’s impact experience.
- Ad Council Entertainment Network — Division engaging the entertainment industry to embed public service messages in cultural content.
- Ad Council Research Institute Network — Research arm producing original reports and insights for the Ad Council.
- Ad Council Research Institute Network — Research arm that studies public knowledge and attitudes to inform campaign development.
- Adidas Partner — Campaign partner recognized for co-designing a running shoe with the Down syndrome community.
- Brady United Partner — Collaborates on firearm injury prevention initiatives, including secure storage and extreme risk protection order campaigns.
- Feeding America Partner — Collaborated with the Ad Council and TikTok for Hunger Action Month.
- Government Partner — Collaborates with government entities as part of its cross-sector partnerships to develop and distribute public service communications.
- Her Agenda Partner — Collaboration to extend the reach and impact of the “Saving for Retirement” campaign.
- Kargo Partner — Partnership to bring high-impact ad formats and innovation to purpose-driven campaigns like "Love, Your Mind".
- Kargo Partner — Partnership to bring high-impact digital ad formats and innovation to purpose-driven campaigns such as "Love, Your Mind".
- Nonprofits Partner — Partners with nonprofit organizations to address charitable, educational, health, safety, and public welfare issues through public service communications.
- Philanthropy Partner — Engages philanthropic partners in funding the development and distribution of public service campaigns.
- Roblox Partner — Platform partner for launching the "Love, Your Mind World" experience to support teen mental health.
- TikTok Partner — Partnered with the Ad Council and Feeding America for Hunger Action Month.
- organizations across media, marketing, advertising, tech and philanthropy Partner — Collaborates with organizations in media, marketing, advertising, technology, and philanthropy to create social impact campaigns.
strategies · 5
How they approach the work
Named approaches extracted from this org’s sources. Where others share an approach, follow it to see the full set of orgs running it.
- Audience-First, Messenger-Matched Campaign Designmethodology: audience-first_approachBy tailoring messages to specific audiences and deploying trusted creators or influencers as messengers, we increase campaign credibility and effectiveness, because people are more likely to act when information comes from relatable, authentic sources in familiar contexts.
- Collective Impact Through Cross-Sector Partnershipsmethodology: collective_impactBy combining pro bono creative services, donated media, and funding partnerships across advertising, tech, media, and philanthropy, we scale public service campaigns, because coordinated multi-sector collaboration amplifies reach and effectiveness beyond what any single entity can achieve.
- Data-Informed Messaging Optimizationmethodology: data-driven messaging optimizationBy using research and data to test and refine messaging, we improve campaign performance, because iterative optimization ensures communications are both impactful and efficiently targeted.
- Public Health Model for Social Issuesmethodology: public_health_approachBy applying a public health approach—combining prevention and intervention campaigns—we address societal problems like gun violence systematically, because sustained, coordinated efforts are more effective than isolated actions.
- Storytelling to Drive Social Changemethodology: storytelling-for-social-changeBy convening skilled storytellers and leveraging emotionally resonant narratives, we produce public engagement and inspire action, because stories open hearts and create deeper connections than facts alone.