STATE DEPARTMENT UNVEILS 'REWARDS FOR JUSTICE'

Public Service Effort Promotes $25 Million Bounty Program

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WASHINGTON (AdAge.com) -- The State Department formally unveiled its "Rewards for Justice" ad campaign that offers up to $25 million for
One of the new State Department reward ads. Click to see larger version.
information leading to the arrest of terrorists.

Secretary of State Colin Powell said the campaign, which includes five print public service ads, four radio public service ads and a set of logos that could be the foundation for either print ads or Internet banner ads, would get significant media exposure as a result of donations.

Charlotte Beers, the former advertising executive who is under secretary for public diplomacy and public affairs, had announced the campaign several weeks ago.

Reaching 'every citizen'
Ms. Beers said today the ads represent the State Department's first attempt to reach "every citizen." She said that among the media companies who have agreed to run the ads are Infinity Broadcasting.

The print ads are mostly text, though one picturing the leader of the attack on the U.S. planes is headlined "He was spotted in Hamburg, Prague, Florida and Maine. And

if someone had called us, his picture wouldn't be spotted in this ad."

Another ad urge people to "contact your local police, the FBI or the nearest U.S. Embassy," and one of the five print ads urge people to donate money to a fund that helps to pay for the rewards.

'Do you know a terrorist?'
A "Do you know a terrorist?" radio ad says that what would have been a ridiculous question not long ago isn't any more.

The logo that was unveiled was presented in three languages -- English, Arabic and Spanish -- and Ms. Beers said she hoped to run the whole campaign abroad. She said a translation of the creative in 30 languages could be used as soon as next month.

She said the State Department may pay to place the ads abroad.

"When necessary we will use paid media," she said. "We have other kinds of outlets. ... We will just have to see if we can engage the media in various parts of the world.

"[N]ational advertisers in the U.S. have time they may contribute," Ms. Beers added. "We have many opportunities to get into the media in some less expected, unorthodox ways."

Ms. Beers again said she would like to see a second ad campaign communicate to the Arab world "what Muslim life in America is about."

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