ADL is the nation’s leading organization fighting anti-Semitism, bigotry, and extremism. The ads we created for ADL tackled some of the most complex issues facing our society. Yet the ads themselves were direct and straightforward. Everything, including our choice of typeface, reinforced that these issues are of critical importance to all Americans.

Furthermore, these ads did more than talk about issues in the abstract; they urged people to actively fight hatred. The op-ed/issue ads sent readers to ADL’s excellent Web site to download relevant information and educational materials. The Kosovo fundraising ad made a timely and highly successful appeal for donations that were urgently needed for refugees.

National Director,
Anti-Defamation League

---

Op-Ed/Issue Advertising

These ads did more than create awareness of issues. They urged

readers to actively fight hatred by going to ADL’s excellent Web

site to download relevant information and educational materials.

---

Fundraising Advertising

This ad created an avalanche of response by featuring a call to action combined with a highly charged emotional appeal.