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OAAA & The Foundation for a Better Life Launch Pass It On National PSA Billboard Campaign

(New York, NY) November 9, 2001 ~

Non-profit organization, The Foundation for a Better Life, in partnership with the Outdoor Advertising Association of America (OAAA), today launched a nation-wide PSA billboard campaign with a dramatic kick-off on the NASDAQ electronic billboard in Times Square. The Pass It On billboards comprise the outdoor arm of a continuing PSA campaign from The Foundation for a Better Life, a non-profit organization whose mission is to promote positive values and encourage others to pass those values on.  Over the course of the next year, OAAA member advertising companies around the country will donate space on more than 10,000 displays for the Pass It On billboards, with an estimated ad value of more than $10 Million.

The Pass It On billboards were originally slated for a Times Square launch on September 13, but, in the wake of the tragic events of September 11, the campaign was put on hold.  Now, two months later, the campaign has not only been resurrected but in fact expanded upon by those historic moments and our country’s collective rise to a critical challenge.  Celebrating the courage, selflessness, and true spirit of heroism as reflected in the actions of so many Americans during that time, several new billboards have been added.  But in the end, each billboard in the Pass It On campaign is meant to underscore one simple, yet galvanizing message:  allow yourself to be inspired by the actions of others to do one thing a little better, and then pass those values on.


“I was delighted to be asked by the Foundation for a Better Life to be involved in this endeavor,” remarked Jay Schulberg, the renowned creator of the famous Milk Mustache ads.  “The purpose of the campaign is to celebrate those people whose values represent the best in us.  People who motivate, challenge, encourage and inspire us to do one thing a little bit better."

About the Billboards

The Pass It On billboards are an eclectic mix of well-known celebrities, historic legends, and real-life individuals, all of whom demonstrate how, when inspired, human beings can beat the odds, defy circumstance, and change things for the better.  Below is a partial list of the billboards to be rolled out over the next several months. As the campaign gains momentum nation-wide over the next year or two, many more billboards will be added to the mix:

  • NYC Firefighter at Ground Zero

  • Three Firefighters holding American Flag at Ground Zero

  • Little Girl with American Flag at Prayer Vigil

  • Muhammad Ali

  • Wayne Gretzky

  • Tianamen Square Protester

  • Mother Teresa

  • Abraham Lincoln

  • Brooke Ellison

  • Ora Lee Brown

Nancy Fletcher, President and CEO for the OAAA, stated, “Every other year, the OAAA partners with one organization on a national campaign such as this one, along with our continuing support of other organizations on the local level. We’re proud to continue our long tradition of public service partnership in our present collaboration with The Foundation for a Better Life, and predict that the Pass It On  billboards will have a positive effect on people all over the country.”

Gary Dixon, President of The Foundation for a Better Life, commented, “The Pass It On campaign, with the very generous support of the OAAA, was created to promote positive values and encourage people to pass them on to others.  We’re thrilled to launch it on the NASDAQ board in the very city where the resilience of the American spirit has shown so brightly for the entire world to see.”

The Foundation for a Better Life is a non-profit organization which creates public service campaigns to communicate the values that make a difference in our communities.  These messages are communicated through channels which include television, cinema, billboards, and the Internet.  All programs and projects of the Foundation are non-commercial and are solely humanitarian endeavors.  For more, please visit the Web site at


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