BOZELL AT 75;BOYS TOWN TO UNITED WAY A RANGE OF SERVICE WORK;BOZELL LEADERS, STAFF PERSONNEL, OFFER TIME TO PRO BONO, PSA EFFORTS

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Agency founder Morris Jacobs set the tone when Bozell & Jacobs opened for business in 1921: "We must pay rent for the space we occupy on this earth," he said.

Leo Bozell and Mr. Jacobs backed those words with deeds, raising community awareness and funds for Father Edward Flanagan's efforts to help homeless and neglected boys in Omaha.

STAFF SUPPORT

That commitment to worthy causes spread through the staff. As Bozell & Jacobs grew, management and staff donated time, talents and money to community service. What started with Boys Town blossomed into support for causes from local hospitals and churches to organizations such as the American Cancer Society, Red Cross, Humane Society and United Way.

Those campaigns have won plaudits for their creative excellence as well as their record of spurring public interest and contributions. For example, a public service print, TV and poster campaign against prejudice by Bozell Palmer Bonner, Toronto, jolted the public and won the agency a case-full of awards, including a 1995 Gold Clio, an Andy and citations from the Applied Arts, Advertising and Design Club and Communications Arts Club.

REQUESTS FOR POSTERS

Created for the Urban Alliance on Race Relations, the striking ads make people consider their own feelings and prejudices. Soon after the campaign began, the agency was inundated with requests for posters and videos of the commercial.

Another award-winner was a series of print ads by Bozell in Minneapolis for the Salvation Army's "Coats for Kids" effort.

The sobering PSAs, with chilling graphics and blunt headlines, garnered an annual "best" rating from Non-Profit Times.

EFFORTS EXPAND

Other recent creative and effective public service campaigns from Bozell have sparked the fundraising efforts of organizations ranging from the United Way and Boy Scouts to the Miami Project to Cure Paralysis and the American Indian Opportunities Industrialization Center.

But PSAs and contributions from Bozell employees paint just part of the agency's pro bono picture. Last year, 75% of Bozell Worldwide personnel contributed up to 10 hours every week to organizations.

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