Editorial Features | News / Analysis

TSA wants The Ad Council to polish the image of its screeners

In an effort to "shape the public attitude toward TSA screening personnel," the Transportation Security Administration is planning to award a sole source $1.3 million contract to the nonprofit organization The Ad Council Inc., to help raise the level of public awareness about security and TSA’s critical role in protecting it.

The Ad Council, a 501(c)(3) organization with main offices in New York City and Washington, DC, helps focus public attention on certain issues through advertising and communications programs that are intended to promote citizen action.

"To that end, the Ad Council marshals volunteer talent from the advertising and communications industries, the facilities of the media, and the resources of the business and non-profit communities," explains the Council’s Web site, "to create awareness, foster understanding and motivate action."

TSA envisions a contract with a one-year base period. Further information is available from at 571-227-2429.

In the past, The Ad Council has mounted public awareness campaigns related to the Ready program at DHS, wireless AMBER alerts, reducing gun violence and emergency preparedness, among many others.

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