The Foundation for a Better Life
Encyclopedia
The Foundation for a Better Life is a non-profit 501(c)(3) organization founded in 2000 to promote "positive behavioral values"; The Foundation creates public service campaign
s to communicate its values, such as honesty, caring, optimism, hard work, and helping others. The Foundation communicates its message through television, outdoor advertising, theatre, radio, and the Internet. Viewers are encouraged to pass on these values, with the rationale that examples of individuals living values-based lives may not change the world, but collectively they make a difference.
, a wealthy evangelical Christian, the organization is headed by its president, Gary Dixon. The organization launched its first campaign on November 9, 2001. The original start date was September 13, 2001, but it was postponed due to the September 11 attacks. More than $10 million was spent on the initial campaign, which appeared on about 10,000 billboards, signs and posters nationwide. The original message of the campaign was modified to include themes which recognized the state of the nation following the attacks. Specifically, the values of "unity" and "courage" were added with images of flags
and firefighter
s.
Prior to the launch of the campaign, Dixon contacted Nancy Fletcher, president and chief executive at the Outdoor Advertising Association of America
in Washington. He reportedly was inspired by the association's billboard campaign called God Speaks, which generated enormous attention in 1999 and 2000.
The foundation continues to sponsor public service messages in various media. The foundation's "Pass It On" campaign has incorporated the likenesses of Wayne Gretzky
, Michelle Kwan
and Muhammad Ali
.
Public service announcement
A public service announcement or public service ad is a type of advertisement featured on television, radio, print or other media...
s to communicate its values, such as honesty, caring, optimism, hard work, and helping others. The Foundation communicates its message through television, outdoor advertising, theatre, radio, and the Internet. Viewers are encouraged to pass on these values, with the rationale that examples of individuals living values-based lives may not change the world, but collectively they make a difference.
History
Founded in 2000 with a $700 million endowment from Mr. Philip AnschutzPhilip Anschutz
Philip Frederick Anschutz is an American entrepreneur. Anschutz bought out his father's drilling company in 1961 and earned large returns in Wyoming. He has invested in stocks, real estate and railroads...
, a wealthy evangelical Christian, the organization is headed by its president, Gary Dixon. The organization launched its first campaign on November 9, 2001. The original start date was September 13, 2001, but it was postponed due to the September 11 attacks. More than $10 million was spent on the initial campaign, which appeared on about 10,000 billboards, signs and posters nationwide. The original message of the campaign was modified to include themes which recognized the state of the nation following the attacks. Specifically, the values of "unity" and "courage" were added with images of flags
Flag of the United States
The national flag of the United States of America consists of thirteen equal horizontal stripes of red alternating with white, with a blue rectangle in the canton bearing fifty small, white, five-pointed stars arranged in nine offset horizontal rows of six stars alternating with rows...
and firefighter
Firefighter
Firefighters are rescuers extensively trained primarily to put out hazardous fires that threaten civilian populations and property, to rescue people from car incidents, collapsed and burning buildings and other such situations...
s.
Prior to the launch of the campaign, Dixon contacted Nancy Fletcher, president and chief executive at the Outdoor Advertising Association of America
Outdoor Advertising Association of America
The Outdoor Advertising Association of America is a trade association representing the outdoor advertising industry in the United States. Founded in 1891, the OAAA is dedicated to promoting, protecting and advancing outdoor advertising interests in the U.S...
in Washington. He reportedly was inspired by the association's billboard campaign called God Speaks, which generated enormous attention in 1999 and 2000.
The foundation continues to sponsor public service messages in various media. The foundation's "Pass It On" campaign has incorporated the likenesses of Wayne Gretzky
Wayne Gretzky
Wayne Douglas Gretzky, CC is a Canadian former professional ice hockey player and former head coach. Nicknamed "The Great One", he is generally regarded as the best player in the history of the National Hockey League , and has been called "the greatest hockey player ever" by many sportswriters,...
, Michelle Kwan
Michelle Kwan
Michelle Wingshan Kwan is an American figure skater. She is a two-time Olympic medalist, a five-time World champion and a nine-time U.S...
and Muhammad Ali
Muhammad Ali
Muhammad Ali is an American former professional boxer, philanthropist and social activist...
.