January 01 2010
Operation HOPE Partnership with New York Advertising Agency BBDO Brings National Television Spots to Air
Public Service Announcements broadcast nationwide in a campaign to promote HOPE’s
financial literacy and empowerment services
NEW YORK – June 1, 2010 – Financial Literacy nonprofit Operation HOPE (HOPE) along with award-winning BBDO announced today the national release of HOPE’s first television public service announcement (PSA) campaign. The spots feature HOPE Founder, Chairman and CEO John Hope Bryant and promote role models, the language of money and foreclosure assistance.
“Being the industry leader in providing free financial services and economic education to any American is a tremendous responsibility,” said Bryant, whose book, LOVE LEADERSHIP, has been a staple on the Inc. Magazine/CEO Read best-sellers list. “Over the past eighteen years, we have provided 1.2 million people across the country with what we call ‘silver rights.’ With these television spots, BBDO and their CEO John Osborn are giving us the opportunity to reach an even larger audience and bring them the support they need especially in these trying times.”
The PSAs, created by BBDO were designed to highlight the importance of financial literacy and empowerment across the country. The National Association of Broadcasters has agreed to carry the spots as a part of their commitment to community services initiatives.
BBDO developed and produced the PSAs as a part of their national partnership with Operation HOPE’s objectives to bring the Silver Rights Movement -- financial literacy education and empowerment to underserved and low-income communities across America and worldwide. The spots can be seen online, here.
John Osborn, president and chief executive officer of BBDO New York said, “eradicating poverty and empowering underserved communities with sustaining hope is an issue we at BBDO, and I personally, take very, very seriously. We believe that our partnership and approach, which we call ‘soul branding' that accentuates the positive, will help further strengthen the power of this important message."
Since its founding in 1992, HOPE has provided assistance to more than 1.2 million individuals and families. Four principal financial literacy programs provide the organization’s basic services. These include the youth financial literacy through Banking on Our Future, and adult services through the Cyber Cafes, credit management and small business entrepreneurial training offered at HOPE Financial Literacy Empowerment Centers. Credit and foreclosure assistance services are given from the toll-free hotline. Most recently an education initiative to address soaring high school dropout rates, FIVE MILLION KIDS (5MK) has been added to the line-up.
BBDO’s mantra is “The Work. The Work. The Work.” Every day, people in 287 offices in 79 countries work job by job and client by client, to create and deliver the world’s most compelling commercial content. BBDO is currently Network of the Year at Cannes, the world's most awarded agency network in The Gunn Report, and the most awarded global agency network across every marketing communications discipline in The Big Won report. Encouragingly, for the future, it is also Network of the Year in the 8th annual Young Guns Awards, which recognize the work of young and emerging creatives. BBDO is part of Omnicom Group Inc (NYSE: OMC) (www.omnicomgroup.com).
About Operation HOPE, Inc.
Founded in 1992, Operation HOPE is a Los Angeles-based global nonprofit and social investment organization providing financial literacy, credit counseling and management, computer training, lending services and inspiration to the economically disadvantaged. Operation HOPE has assumed the responsibility of piloting the Silver Rights Movement towards making free enterprise and capitalism relevant to all underserved communities. With more than 400 private sector partners, 3500 nonprofit organizations and schools, and 100 government partners in 70 major U.S. cities and seven provinces South Africa, HOPE has raised more than $500 million in its pursuit of educating, assisting and inspiring the next generation of global stakeholders in financial literacy, economic empowerment and silver rights.