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Special Project

Special Project
From the 8th Annual Shorty Awards

The Ad Council's Creators for Good

Entered in Non-Profit


The goal of the Ad Council's Creators for Good program is to connect top YouTubers and social influencers with causes that they're passionate about to extend the reach and impact of Ad Council campaigns. Creators for Good brings together the leading multichannel networks, YouTube creators, national nonprofits and government agencies all with the single goal of creating content that will move the needle on some of the most critical social issues of today.

Strategy and Execution

The Ad Council is known for developing and distributing best-in-class creative that works to have real social impact in our country, but as the advertising and media world continues to evolve it's become more important than ever to prioritize new voices with built in audiences that can help extend the social good message.

To accomplish this, the Ad Council partnered with six of the largest multichannel networks, including Fullscreen, Maker Studios, Awesomeness TV, StyleHaul, Defy Media and Collective DigitalEach MCN worked with the Ad Council to identify Creators who have at least a million followers and who have either been personally touched by or are particularly passionate about one of our 40 social good causes.

Each Creator adopted an issue for a year. Over that time, they developed content and messaging to inspire their audiences to take action on behalf of the cause. This content could include anything from staring in nationally distributed PSAs, to integrating key tips, call-to-actions and encouragements into their channels and shows, or serving as the face of the campaign at events, online, and on social media.


The first partnership launched in July 2015 with Meghan Reinks on behalf of Teen Dating Violence Prevention. The video has resulted in over 1.1 million views and a dialogue about the importance of drawing your own digital boundaries in relationships.

A Creators for Good collaboration with star iJustine on behalf of Shelter Pet Adoption resulted in iJustine adopting a dog. Her video, which chronicles the adoption experience, has resulted in over 700,000 views.

Other Creators for Good collaborations have included Joey Graceffa's video for Love Has No Labels, Eleventh Gorgeous and Feeding America, and Meg DeAngeles and Texting and Driving, have achieved over 7 million views.

The most substantive collaboration stemming from Creators for Good is the Bullying Prevention initiative where creators across multichannel networks donated their time and talent to appear in an anthem video, a key online and on-air TV asset for the campaign which also featured Rachel Platten's new hit single "Stand By You." The video has reached over 2 million people on the Ad Council's YouTube channel alone. Additionally, several creators including Grace Helbig created their own videos and Vines for their channels to extend the message.

In total the campaign videos have exceeded 11 million views since the program launch.


Video for The Ad Council's Creators for Good

Entrant Company / Organization Name

The Ad Council

Entry Credits