- Program Education
- Program Area Advancing Afterschool
- Grant Amount $437,500
- Grant Period December 1, 2002–May 31, 2006
- Location New York, NY, United States
- Geographic Focus United States
About this grant
In 1999, the Advertising Council began the first of three phases of a public service communications campaign in support of afterschool programs. The first phase, “What is a Hero?” garnered more than $147 million in donated media from its launch in October 2000 to its conclusion in October 2002. The second phase, “Ignore Them and They’ll Go Away,” received nearly $60 million in donated media space and ran from October 2002 through March 2004. The third phase, “Something Way Better to Do,” began in the fall of 2003. This grant increase will support the most recent campaign, which was developed to bring a positive message to children and youth. The campaign is designed to inspire youth to think positively about afterschool programs and what they can do with their time after school.Additional funding will allow the council to continue to distribute and monitor the youth campaign; implement activities designed to maximize campaign reach and leverage new opportunities; and execute new strategies to involve youth in the afterschool campaign. The council will also continue to maintain www.afterschoolscene.com, a resource for kids who want to learn more about afterschool programs.