SITUATION
In 1994, GMMB was proud to help launch the nation's new national service program—AmeriCorps. We had three goals: quickly develop messaging and materials that positioned the program within America's tradition of service; help recruit 20,000 people willing to engage in a year of full-time service; and help AmeriCorps develop partnerships with nonprofits and corporations.

APPROACH
GMMB produced an innovative half-hour documentary, “A Tradition of Service,” to position AmeriCorps within America’s great tradition of community service. We developed a national network of “flagship” network affiliates that secured prime-time placement of the documentary.

GMMB also helped produce a multi-site national launch for AmeriCorps. A large-scale swearing-in ceremony for the first class of AmeriCorps members was held at the White House, with real-time links via satellite to regional ceremonies across the nation, where thousands of new AmeriCorps members pledged to “get things done” for America.

Following the launch, GMMB developed public service advertisements to help AmeriCorps overcome its next hurdles: securing the second class of AmeriCorps members, marketing the program to potential nonprofit and corporate partners, and “centering” it in the mainstream of the nonprofit community. We developed an outreach package that included a seven-minute video to educate opinion leaders and corporate leaders on the early successes of AmeriCorps. Our efforts helped boost public approval of AmeriCorps to 78 percent and name recognition to 32 percent that first year.

GMMB’s work did not stop there. In 2001, the Corporation for National and Community Service, the agency that oversees AmeriCorps, asked GMMB to help it meet its largest recruitment goal ever—50,000 new AmeriCorps members. We produced and distributed award-winning PSAs in English and Spanish for television, radio, magazines, newspapers and outdoor locations.

The campaign, which featured real AmeriCorps members, introduced a new slogan—“Your World. Your Chance to Make it Better.”—and drove people to www.americorps.org to apply online. The campaign was a success. AmeriCorps met its recruitment goal, and the PSAs enjoyed strong placement nationwide. One year after AmeriCorps’ launch, the TV PSAs had been aired 45,000 times in all the top markets, and the radio PSAs had been played more than 140,000 times.

GMMB also helped the Corporation promote and increase the effectiveness of its Senior Corps programs—Foster Grandparents, Senior Companions and RSVP—and expand their reach into new populations of volunteers. GMMB produced a seven-minute instructional video to inspire Senior Corps project directors to seek new community partnerships for funding and program support. We also created Spanish-language brochures to educate the public about Senior Corps’ programs and enlist much-needed older volunteers in Latino communities nationwide. An RSVP television PSA produced by GMMB in 2000 aired almost 30,000 times.

After the tragedies of September 11, 2001, the Corporation asked GMMB to help it answer President Bush’s challenge to recruit even more AmeriCorps members and Senior Corps volunteers, and expand its work in public safety, public health and disaster relief as part of the new USA Freedom Corps. We developed and launched television and radio PSAs called “Americans Give Back.” These PSAs promote all three programs of the Corporation for National and Community Service—Senior Corps, AmeriCorps, and Learn and Serve America—as three great ways for Americans to answer the president’s call to service.

GMMB continues to work with the Corporation in creating innovative strategies to inspire Americans to serve their neighbors, community and nation.

RESULTS

• Helped boost public approval of AmeriCorps to 78 percent and name recognition to 32 percent in the program’s first year

• Helped AmeriCorps meet its largest recruitment goal ever of 50,000 members in 2001 and 2002

• Secured more than $7 million in airplay of “Senior Corps: It Takes You” television PSA

• Secured more than $15 million in airplay of “Your World” television and radio PSAs

• Secured more than $13 million in airplay of “Americans Give Back” television and radio PSAs, launched on August 25, 2002
  

AWARDS

• The “Your World/AmeriCorps: Bridging the Digital Divide” television PSA received the top honor of Silver Statuette at the 2000 Center for Creativity’s national Telly Awards.