AD COUNCIL RESPONDS TO FIRST LADY'S AD CALL: ENVISIONS PSAS AIMING AT ISSUES SPRINGING FROM SCHOOL VIOLENCE, COLO. MURDERS

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The ad industry is being urged by First Lady Hillary Clinton to mount a national campaign against youth violence. And the Advertising Council has agreed to step in with some creative.

Ad Council officials said last week they hope to tailor a public service campaign for the American Psychological Association and the National Association for the Education of Young Children -- in part stemming from earlier youth shooting incidents -- to cover some of the issues raised by the Littleton, Colo., school murders.

The American Psychological Association is doing pre-campaign research; no ad agency has yet been named to handle the work.

'WE NEED A NAT'L CAMPAIGN'

"We need a national campaign against youth violence, but not just against youth violence. We need a campaign for our youth," Mrs. Clinton told a White House reception for adclub attendees at an annual Ad Council conference.

"I hope you will use creative ways to use the important power of the media to send the kind of message that we need to hear," she said.

President Clinton today hosts a conference on some of the issues highlighted by the school shootings. The conference is expected to focus on violent movies, videogames and TV programming.

MESSAGES TO PARENTS

Ad Council President Ruth Wooden said the new campaign would stress the need for parents to look for violence and give their kids some way to resolve the anger, frustration and conflict they encounter.

"You can't just address this after the fact," she said. "We really need to get across to parents that violence is really a learned behavior, and how you resolve conflict and anger is something you have to address in childhood."

The Ad Council may use several existing campaigns to get its effort off the ground.

Among the public service announcements that will be altered is the Kaiser Family Foundation's "Talking With Kids About Tough Issues" campaign, from J. Walter Thompson USA, New York. It has mentioned violence in the past, and now will get separate ads urging parents to talk specifically about violence. The new ads will be unveiled at today's White House summit.

NEW ADS FOR GUN EFFORT

In addition, the council's campaign with the U.S. Department of Justice and the National Crime Prevention Council for safe gun storage -- from Foote, Cone & Belding, New York -- will get new creative.

The National Crime Prevention Council's campaign from Saatchi & Saatchi, New York, already mentions school shootings, and will be revised to include mention of Littleton.

The campaign, which features McGruff the crime dog's nephew Scruff, tries to teach kids how to respond to a situation where gun violence in threatened.

Former Colorado Gov. Roy Romer, now general chairman of the Democratic National Committee, was also named chairman of the public issues task force of the Ad Council and said Littleton shows the need for PSAs.

"Littleton will bring a renewed focus [on parenting] and what is happening and

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