BY RANDY TUCKER
The Cincinnati Enquirer
Media types attending the Advertising Council's public service award dinner Wednesday in New York City were to hear more than a humble acceptance speech from honoree John Pepper.
The Procter & Gamble Co. CEO, in a speech prepared for the event, implored those "that represent the media infrastructure of this country" to use their influence to make a difference in children's lives.
First, Mr. Pepper called for nationwide media support of the Ad Council's new campaign to encourage educational achievement. Second, he asked broadcast producers and advertisers to commit to supporting at least one more hour family-oriented programming on all major networks.
"If you're an advertiser, underwrite that hour of programming," Mr. Pepper told the awards-dinner audience at the Waldorf-Astoria Hotel. "If you're a producer, ask your writers to give you one good show we can all be proud of."
To encourage participation, a new awards program has been established to recognize "special achievement in family programming" by networks, studios, advertisers and others, Mr. Pepper said.
Criteria for the awards program - to be sponsored by the Ad Council and several other advertising associations, with financial support from P&G - will be announced early next year.
In addition to supporting family programming, P&G also has thrown its considerable financial muscle behind the Ad Council's education campaign.
The first two TV commercials from the campaign - underwritten by P&G and produced by Leo Burnett Inc. - are to begin airing on the ABC network within the next few weeks, Mr. Pepper said. ABC has pledged to air the spots in prominent daytime time slots throughout the coming year, he said.
"ABC is stepping up to ensure that these messages get the reach and frequency they need to be effective," Mr. Pepper said. "Let's commit ourselves to reinforcing this national coverage."
