• October 6, 2003

The Foundation for a Better Life and the Outdoor Advertising Association of America launched the latest iteration of a public-service billboard campaign with a kick-off in Times Square. The public service campaign features Michelle Kwan, Kermit the Frog and other celebrities. The campaign's message will first be seen on one of the most prominent and desirable outdoor positions in Times Square on the Marriott Marquis Hotel and will feature Kermit the Frog with the message "Eats Flies. Dates a Pig. Hollywood star. Live Your Dreams -- Pass It On". Michelle Kwan's billboard "What makes champions? Dedication -- Pass It On" will be going up in major cities across the United States. Over the course of the next year, OAAA member advertising companies around the country will donate space on more than 10,000 outdoor displays for the Pass It On campaign, with an estimated ad value of more than $10 million. The other subjects selected for this phase to convey the campaign's message and the values attributed to them are Christopher Reeve (Strength), Gandhi (Soul), Erik Weihenmeyer, a blind mountain climber (Vision), Brooks Dame, a bone marrow donor, (Sacrifice), Abraham Lincoln (Persistence) and Winston Churchill (Commitment). The Pass It On billboards comprise the outdoor arm of a continuing PSA campaign from The Foundation for a Better Life, whose mission is to promote positive values and encourage others to pass those values on.