|CLIENT: The Advertising Council; Leadership Conference Education Fund and Random House
OBJECTIVE: To successfully communicate the importance of valuing diversity and
anti-discrimination to elementary school-aged children and their parents while generating
interest in the business community to fund the production of a children's television and
SOLUTION: While serving as president of Random House Entertainment, Campaign Coalition
founder Shane DeRolf offered the Ad Council
and the Leadership Conference Education Fund the
opportunity to use one of his children's poems for a national public service announcement on
valuing diversity and anti-discrimination for children. Shane wrote and produced a :90 public
service announcement (PSA) for television with a :30 lift.
Over a one year period, the award-winning PSA received over $15 million in DONATED television
media nationally and was instrumental in raising another $4.5 million in strategic investment
dollars from the business community to produce a children's educational television series
called The Crayon Box™ that continues to generate revenues from worldwide licensing fees.