- The Washington Times - Monday, August 5, 2002

Advertising & Marketing

An international trade union has hit the big screen. The International Union of Painters and Allied Trades (IUPAT) has kicked off an advertising campaign at movie theaters in Florida.
Two spots, created by the Kamber Group in the District, are 30-second spoofs of the popular movies "Scream" and "The Matrix." It's the first time the union has turned to movie theaters to advertise.
The ads, targeting men and women ages 18 to 25, are attempts to recruit members to the union. The average age of a IUPAT member is 45.
"We wanted a way to directly address the young men and women we're looking for to join our apprenticeship programs and enter the finishing trades industry," says James A. Williams, IUPAT's general president, in a statement.
The IUPAT, which has more than 140,000 members in the United States and Canada, wants to sign up 4,000 apprentices by 2004 to replace retiring members.
The ads direct viewers to either call the union or visit https://JoinTheTrades.com/. Once they are on the Web site, potential members are asked for contact information, which is then passed on to an IUPAT representative in their area.
The distribution of these ads in the theaters cost about $60,000.
The ads are running on 400 screens in Miami, Fort Lauderdale, Orlando and Tampa Bay through August. A nationwide campaign is tentatively scheduled to run in the fall.

Agencies volunteering
The Advertising Council, in conjunction with the USA Freedom Corps and the Corporation for National and Community Service, introduced a national public service advertising campaign last week to get more Americans to volunteer their time to the country.
The radio and TV public service announcements were created by BBDO New York and three print ads were created by the Martin Agency in Richmond. All creative work and media space is donated to the Ad Council.
These latest ads are part of the Ad Council's Campaign for Freedom, an initiative started after the September 11 terrorist attacks to inform, involve and inspire Americans, says Peggy Conlon, president and chief executive of the council.
Each of the new ads prompts potential volunteers either to call the USA Freedom Corps or visit www.usafreedomcorps.gov for more information.
The Ad Council is a private, nonprofit ad group that has produced public service campaigns such as "Friends don't let friends drive drunk" and "Take a bite out of crime."

Adworks lands new business
Adworks, based in the District, signed on two new clients: the Brick Industry Association and the Aluminum Can Council.
Adworks has been named creative agency of record for the Reston-based BIA, which represents brick manufacturers and distributors. The agency will develop the group's first national campaign, with the goal of increasing consumer awareness of the value of brick when selecting a new home.
Adworks has also been named agency of record for the newly formed ACC, which is a joint effort of the Can Manufacturers Institute and the Aluminum Association.
Donna De Marco can be reached at 202/636-4884. Advertising & Marketing runs every other Monday.


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