There is a rich history of marketing campaigns conducted by government and non-profit organizations during the past 70 years. As we develop new campaigns that are appropriate in today’s world, it is fun to look back and see what some of the classic campaigns were. To learn more about the classic federal campaigns, check out our book, "Smokey, Rosie and You!"

Works Progress Administration (later Works Projects Administration, abbreviated WPA)

One of the federal government’s earliest efforts directed at changing behavior in society through the use of marketing was the WPA.

The library of congress has created an interesting collection of posters from the WPA during the years 1936-1943. You can see them online at http://memory.loc.gov/ammem/wpaposters/wpahome.html

• First government entity to use advertising to influence social change
• Collection of posters were produced from 1936 to 1943 as part of Franklin Delano Roosevelt's New Deal.
• Designed to publicize health and safety programs, cultural programs, travel and tourism, educational programs and community activities

The Ad Council
A leading producer of public service announcements (PSAs) since 1942.

• 1941 - James Webb Young initiated the idea of using advertising to promote the public interest.
• 1945 - War Ad Council becomes Ad Council again following President Roosevelt’s request for a peacetime council.
• 1942 – 1945 - The Ad Council is known as the War Ad Council as it generates war advertising as part of the Office of War Information.
• 1950 - All 5 TV networks begin to use Ad Council messages bringing a broad audience to federal initiatives.

The ad council has complied an interesting overview of historic campaigns including Rosie the Riveter and Smoky Bear.

http://www.adcouncil.org/default.aspx?id=61