The American Advertising Federation (AAF) has launched a new charitable arm -- the AAF Foundation. The 501(c)(3) entity was created to help the AAF broaden its industry DEI and educational efforts.   

Through the Foundation, new revenue streams -- such as event-driven donations, public and non-profit grants, employee matching funds and honorariums -- will now become available and eligible for certain tax benefits.  

Steve Pacheco, AAF President and CEO, says that “Over the years, a major focus of our efforts has been education and diversity -- driven largely via our Mosaic Center multicultural and diversity initiatives. Now, with the launch of our AAF Foundation, we will be able to build and expand upon these efforts.” 

Some of the current Mosaic Center programs will now fall under the auspices of the AAF Foundation. They include:  

• The Mosaic Awards, honoring companies and individuals whose commitment to diversity and inclusion can be seen through their creative work and more
• The Mosaic10 Awards, a consumer-selected list of the top multicultural moments of the year  
• The Mosaic Fund, which supports the Mosaic Center  

In addition, one of the AAF’s student-focused education programs -- the Student Advertising Career Conference -- will now reside under the AAF Foundation.    

Candace Queen, VP of AAF’s Mosaic Center will oversee the diversity initiatives of the AAF Foundation.   

Dawn Reeves, EVP Member Services and Programs, will also head the AAF’s education activities.  

Other trade groups have set up similar foundations, including the 4A’s and Association of National Advertisers.