Whether it be Bono’s RED campaign to fight AIDS or Sarah McLachlan’s public service announcements about preventing animal cruelty, celebrities have long helped to raise awareness about social causes. But to educate younger generations, the Ad Council is joining forces with Google and a few digital content companies to launch a different kind of initiative called Creators for Good. Popular personalities on social platforms such as YouTube — Grace Helbig, the Fine Bros, iJustine and others — will develop original content around Ad Council campaigns. Digital content partners include Full screen, DreamWorks Animation-owned Awesomeness TV, Collective Digital Studio, DEFY Media, Disney-owned Maker Studios and Style Haul.

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