NEW YORK, Sept. 30, 2021 /PRNewswire/ -- Meredith
Local Media Group received the 2021 Catalyst Award for their
outstanding support of Ad Council public service campaigns over the
past year.
The Ad Council's Catalyst Award recognizes a communications
company that creates strategic programs to advance meaningful
social change. Meredith harnessed
all 17 of their TV stations across the country to provide
exceptional donated media support to Ad Council campaigns last
year, with standout support of Project Roadblock, an annual
local broadcast TV campaign designed to reduce drunk driving
fatalities over the course of the holiday season.
The award was given at TVB's Forward Conference 2021, the
Television Bureau of Advertising's (TVB) annual leadership
conference. The Forward Conference was held virtually, for the
second straight year due to the COVID-19 pandemic and attracted
4,000+ registrants
Meredith saw 100% station
participation across 12 markets for Project Roadblock and
generously supported the Ad Council in this campaign.
"Meredith's exceptional support
of Ad Council campaigns, and their participation in Project
Roadblock in particular, reaches millions of Americans and
positively changes lives," said Lisa
Sherman, President and CEO of the Ad Council. "Their
dedication to keeping our roads safe makes them well-deserving of
this year's Catalyst Award."
"Service to our communities is at the heart of what we do at
Meredith. For more than 120 years,
we have informed and inspired our audiences to take action," said
Patrick McCreery, Meredith Local
Media Group President. "If even one person changed their behavior
because of seeing the Project Roadblock message – it made a
difference. Meredith is honored to
take part in this life-saving effort, and we thank you for this
award."
Since 2004, Project Roadblock has leveraged local TV stations'
donated media during the holidays to raise awareness of the dangers
of impaired driving. PSAs urge viewers to find a safe ride home
after holiday festivities. The partnership between TVB, the Ad
Council, NHTSA and local broadcast television stations is now
entering its 18th year.
Project Roadblock 2020 had nearly 60,000 placements of donated
on-air, digital sub-channel, online and mobile time and space by
over 1,000 TV stations reaching all 50 states, resulting in
$7.4 million of donated local media
over the six-day period.
Since Project Roadblock's inception, local broadcast TV stations
across the nation have donated more than $89
million in support.
"Each year the local broadcast TV industry further proves its
ongoing commitment to serving local communities by participating in
this life saving campaign and ensuring the roads are safer during
the holiday season. We are proud to have been a part of Project
Roadblock since its inception in 2004 and look forward to making
the 18th year of Project Roadblock the most impactful
yet. Broadcasters across the U.S. are truly raising awareness of
the danger of impaired driving," said Steve
Lanzano, President and CEO of TVB. "We thank Meredith Local
Media Group and all participating TV stations for their commitment
to this campaign and helping to save lives."
About TVB
TVB is the not-for-profit trade
association representing America's local broadcast television
industry. Its members include individual television stations,
television broadcast groups, advertising sales reps, syndicators,
international broadcasters and associate members. TVB actively
promotes local media marketing solutions to the advertising
community and works to develop advertising dollars for the medium's
multiple platforms, including on-air, online and mobile. TVB
provides a diverse variety of tools and resources, including its
website, to support its members and to help advertisers make the
best use of local ad dollars.
About the Ad Council
The Ad Council brings together
the most creative minds in advertising and media to address the
most worthy causes. Its innovative, pro bono social good
campaigns raise awareness. They inspire action. They save lives. To
learn more, visit AdCouncil.org, follow the Ad Council's
communities on Facebook and Twitter, and view the
creative on YouTube.
About Meredith
Meredith Corporation (NYSE: MDP), a leading media company
for nearly 120 years, produces service journalism that engages
audiences with essential, inspiring, and trusted
content. Meredith reaches consumers where they are across
multiple platforms including digital, video, magazine, and
broadcast television. Meredith's Local Media Group
portfolio includes 17 television stations reaching 11 percent of
U.S. households and 30 million viewers. Meredith's portfolio
is concentrated in large, fast-growing markets, with seven stations
in the nation's Top 25 markets,
including Atlanta, Phoenix, St. Louis, and Portland,
and 13 stations in the Top 50.
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SOURCE The Ad Council