Sunday, September 2, 2001

Ad group seeks the
needy for freebies

It's the time of year many nonprofit organizations wait for -- and then they wait some more to see if this is the year they'll be chosen for the pro bono Ad 2 public service campaign.

Each year Ad 2 produces a campaign for a nonprofit organization, such as last year's recipient, the Hawaii Alliance for Arts Education.

The campaign was designed to "increase awareness that participation in the arts plays a key role in the development of Hawaii's keiki," according to the Ad 2 Web site (

The alliance campaign is appearing and airing for free on a space- and time-available basis in traditional print and broadcast media as well as on selected movie theater screens and mall media, according to Ad 2 Public Service Co-chairwoman Jeela Ongley.

She estimated the value of the 2000-2001 campaign at $150,000, not including volunteer hours. The alliance was chosen from some two dozen applicants, Ongley said. "I expect there'll be as many or more this year."

A previous television public service announcement for the Surfrider Foundation still airs on occasion. "That's a huge additional benefit for the organization," Ongley said. The PSA has won several advertising awards.

Nonprofits must be noncommercial, nondenominational, nonpartisan, and not designed to influence legislation, she said. "We're in it for the public good," Ongley said, "not to align ourselves with a political cause."

"Organizations should be ready to have a small budget for out-of-pocket expenses," such as materials or production costs, she said.

Other guideline information and applications are available from Ongley, promotions coordinator at Bess Press, via She'll e-mail the three-page entries to interested parties, or she can fax them, she said. Applications are due by Sept. 19, and the selection will be made by the end of the month.

Ad 2 is a networking group for advertising professionals age 32 or younger. It is affiliated with the Hawaii Advertising Federation, which in turn is an affiliate of the American Advertising Federation.

Erika Engle is a reporter with the Star-Bulletin.
Call 529-4302, fax 529-4750 or write to Erika Engle,
Honolulu Star-Bulletin, 500 Ala Moana Blvd., No. 7-210,
Honolulu, HI 96813. She can also be reached

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