Box 7, Folder 10, Document 10

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Box 7, Folder 10, Document 10

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AN ADVERTISING COUNCIL CAMPAIGN
IN SUPPORT OF THE URBAN COALITION
Summary: The Urban Coalition proposes a national advertising
campaign to promote better understanding of ·the problems
of the cities and the people who live there, and also
to go the next step toward causes and the possible solutions.
The campaign would seek to maintain the momentum of the
Advertising Council's massive "Crisis In Our Cities"
campaign of 1968.
(The Advertising Council estimates
total space and time donated to this campaign was worth
approximately $12,000,000.)
Importantly, however, the
proposed 1969 campaign would indicate the potential for
meaningful action by a concerned and informed citizenry.
The campaign-would stress the many resources, federal,
state and local, available to a community. However, on
the presumption that an effective grass roots attack on
local problems is not possible unless the important
leadership elements in the community are together, the
campaign would cite the potential of an Urban Coalition to
help achieve coherent dialogue and to help set goals
and priorities.
The campaign would be timed to begin in the Summer of 1969
and would run one year. The Advertising Council would
donate agency services and media time . space. The Urban
Coalition requests $128,000 for production costs and
$22,000 for support material.
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AN ADVERTISING CAMPAIGN
As the year 1969 opened, discussion of the "urban crisis had
reached an almost unprecedented scale. Magazines, newspapers,
radio and television devoted columns of editorial space and hours
of prime time to the problems of the cities.
Now, however, it is the position of the Urban Coalition that the
time has come to lead the discussion to a new plateau and to begin
the process of education toward a larger citizen involvement, or
at least understanding of the solutions of that crisis. A national
advertising campaign must be a major part of this educational effort.
Progress has been made in some areas. In almost no areas is that
progress enough or has it come rast enough to lead any informed.
person to believe that the crisis is anything but heightening.
The crisis must be met at all levels--federal, state, and local,
and it must be met both nationally and locally increasingly by
the private sector as well as the public sector.
It is the mobilization of the private sector, particularly at the
local level, that is the special concern of the Urban Coalition
and urban coalitions already established in 42 U.S. cities.
The Urban Coalition, at this point in our nation's history, seems
to be the single organization or movement dedicated to assisting
in the re-establishment of coherent local communities.
Today the typical American community is split into a variety of
different worlds that are often wholly out of touch with one
another.
The suburbs are out of touch with the central city. Business,
labor, and the universities are three wholly separate worlds.
City Hall is usually out of touch with the ghetto and often out
of touch with the ablest and most influential people in the city.
The most ominous rifts, of course, are the rifts involving various
minority communities, most commonly the black community, but in
some parts of the country the American Indians or Mexican-American
community.
Nothing is more clear than that no major city can or will solve
its problems without first repairing some of those devastating
gaps in communication. Obviously, no single advertising campaign
can accomplish this kind of repair. The reconstruction must be
fo r ged slowly and carefully by citizens working together to under stand a n d solve the i r problems . But this proposed advertising
c amp a i gn , we t h i n k, can increase public unde r standing of a n impor tant r esour ce t o he l p mak e a beginning .
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AN ADVERTISING CAMPAIGN
The Urban Coalition was formed to re-establish communication.
But to fulfill its potential, it must be used. And before
it will be used, it must be understood.
It is important
to emphasize the importance of the coalition principle.
Some people think of the Coalition as just another organization
tackling the rough urban problems of the day. But it is
unique. The distinction is that it brings together segments
of American life that do not normally collaborate in
the solution of public problems.
Because of the need for such collaboration at the local level,
the national organization has helped to form local coalitions.
There are now local coalitions in 42 cities and organizational
efforts are underway in approximately . 30 others. As . in the
case of the national, each local organization .includes
representatives from a variety of leaderwhip segments in
the community--the mayor, business, labor, minority
groups and religion. The participation of other relevant
elements is encouraged--the universities, the schools,
the press, the professions.
There are many substantive problems of the cities.-"'."'"fiscal
and grivernmental pro~lems, housing, jobs, education,
health services, economic development and . so on. The Urban
Coalition is interested in all those problems, but it is
not free to choose the particular problems to which it .
must give its attention. There are priorities which . are
thrust upon us all. There are issues so e xplosive that
if they are ignored, we shall be overtaken .by events--and
then every problem on the list will be infinitely harder to solve.
The goal that takes precedence over all others is to begin to heal
those rifts that are now making many American cities quite
incapable of any kind of healthy problem solving. Those rifts
can be healed.
We can heal them through the process of coalition, if the most
influe-ntial citi z ens in the community will _lend their . strength
and their presence, if all significant elements in the community
a re fairly represented and if all concerned are unsparingly honest
i n facing the toughest issues .
In a number of American cities today those condi tions are be i ng
met in local urban coalitions -- the most influen tial cj, t.i zens have.
ste p ped fo rwa r d , al l s ignif i cant elements in t h e .community a r e
r e pre s e nt ed a nd t he toughest issues a r e be i ng f aced .

















The Propos e d 196 9-7 0 Urba n Coali t i o n Adve rti s ing Camp a ign
The foregoing has b e en a n a tte mpt t o d emons t rate the n e ed a nd the
potential of the Urb a n Coa liti o n. What follows is a d e scription
of a specific multi-medi a a dver~i s ing cam~ai~n.designe d to make
the Coalition known and understoo d by a significant segment of
' ~he .American public so that it will be used.
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AN ADVERTISING CAMPAIGN
OBJECTIVES
The first and foremost objective of the 1969-70 campaign is to
establish the Urban Coalition as the focal point of effort by
local business and community groups in solving the crisis in the
cities.
The main thrust of the campaign will be to tell in detail the Urban
Coalition story: the coalition principle of collaboration of all
concerned groups in tackling specific problems; its stress on local
initiative and effort; its record of success.
A second, and equally important, objective is to convince both
business and community leaders--as well as the general public-that the problems don't stop just because the riots are dispersed
or contained; that is, we must counter any idea that the crisis
has passed, or any let-City-Hall-do-it attitude.
The third objective is to create the advertising materials in such
a way that, in addition to their use by the Advertising Council in
national media; they can also be used by Urban Coalition groups in
local media to assist with the national campaign, for organization
and support of new or existing Urban Coalitions.
AUDIENCE
The primary target audience includes the broad spectrum of opinion
leaders--from corporation presidents to black student militants
to garden club members--from whose ranks the Urban Coalition draws
active participants.
The second audience includes those among the general public whose
understanding and support can assist the efforts of the Urban
Coalition groups.
MEDIA
Major mass audience magazines
Major market newspapers
Pacesetter publications (i.e., HARPERS, THE ATLANTIC,
SATURDAY REVIEW, etc . )
Business press
Network TV and radio
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AN ADVERTISING CAMPAIGN
CAMPAIGN
3-b/w ads suitable for newspaper and magazines
3-adaptations for use by local Urban Coalitions
3-b/w ads special for Business Press campaign
1-"car card" for transit adve rtising
1-24 sheet billboard ad
2-:60 TV commercials, with :30, :20, and :10 adaptations
2-radio cornmerc ials
COSTS*
Magazines and newspape rs
Company publications
Business Press
24 sheet billboard ads
$18,000
2,000
13,000
9,000
car card transit ad
1 1 ,000
Tele vision spot s
70,000
Radio spots
5,000
All purpose support k it fo r use by
local o r g anizations a nd coal itions
to s t i mulat e placement
12,000
Response booklet "What Can I Do?"
10,000


Estimated b y s t aff of the Advertis ing Coun ci l


Those o f us invo lved in the f o r ma t ion and o peration o f the Urban
Coalitio n b e lieve it rep resents a grea t re source f o r the American
cit y. We believe i t is a r esour ce which s h ould be u nd ers t ood b y
as many c o ncerned cit izens i n as many American communi t ies a s
~ossible. It is for this reaso n that we propo se this advertising
campaign and ask you r suppo rt in prov iding funds for o perating
and support costs. The Advertising Council estimates that these
costs will amount to $150, 000 . The Council estimates that this
investment will result in the dona t ion of $2 0 , 000 ,00 0 worth of
time and space by the media.
Attachments:
Advertising Council reprint on Crisis in Cities
List of local ~oalitions and officers
Annual Report of the Urban Coalition

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  1. http://allenarchive.iac.gatech.edu/originals/ahc_CAR_015_007_010_010.pdf

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