Campaign Selection Criteria

1. The sponsor organization must be a private non-profit 501(c)3 organization, private foundation, government agency or coalition of such groups.
2. The issue should be of sufficient seriousness and public importance to warrant donations of space and time by the media.
3. The issue must address the Ad Council’s focus on Health & Safety, Education, or Community.  Applications which benefit children are viewed with favor - as part of the Ad Council’s Commitment to Children.
4. The issue must offer a solution through an individual action.
5. The effort must be national in scope, so that the message has relevance to media audiences in communities throughout the nation.
6. The effort should be such that advertising can help achieve its objectives and those objectives can be measured.
7. The issue must be non-commercial, non-denominational, non-partisan, and not be designated to influence legislation.
8. The sponsor organization must be widely regarded as an expert on the particular issue.
9. The sponsor organization should have a formal or informal network of local chapters, affiliates or other ties throughout the country whereby information can readily be disseminated to the media and/or public.
10. Sponsor web sites, which serve as fulfillment for Ad Council campaigns, must relate directly to the message/call to action of the advertising.
11. The Ad Council does not accept campaigns that raise unrestricted funds for an organization or institution. 
12. Applicants must have three years of full funding identified, and one year (minimum) in hand, in order for the application to be considered. 

Please review the Ad Council’s Information Kit, which will provide you with a greater understanding of our model and application process.  The kit includes background information about the Ad Council, more details about our application process, and complete criteria for Official Campaign consideration.