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  • August 01, 2008

    Inside the Bar August 2008: State Bar ads airing during Olympic coverage remind viewers of the contributions made by Wisconsin attorneys

    Millions of people around the world are watching the Beijing Olympics this month, but viewers here in Wisconsin will see something their counterparts in other states and nations won't: a 30-second spot produced by the State Bar of Wisconsin underscoring the essential contributions made by attorneys to families, communities, and society at large.

    Inside the   BarInside the Bar
    August 2008

    State Bar ads airing during Olympic coverage remind viewers of the contributions made by Wisconsin attorneys

    Millions of people around the world are watching the Beijing Olympics this month, but viewers here in Wisconsin will see something their counterparts in other states and nations won't: a 30-second spot produced by the State Bar of Wisconsin underscoring the essential contributions made by attorneys to families, communities, and society at large.

    "These ads are part of the Bar's `Branding the Profession' initiative launched in 2002 to educate the public about the value of attorneys," notes Public Image Committee Chair Michael Jassak. "Most of the ads we have created since 2002 have focused on the community service contributions of local attorneys in specific geographical regions and were aired in targeted media markets, including Milwaukee, Madison, Appleton/Green Bay or the La Crosse/Eau Claire television markets. The new ad is tailored to a statewide audience."

    The spot identifies some of the challenges facing citizens in our modern society - including natural disasters and domestic violence - and reminds viewers that lawyers are there to help navigate them through life's difficult and important moments by protecting their rights.

    Jassak explained that a survey of state and local bar leaders completed in 2000 revealed that more than three-fourths of the respondents believed that the State Bar should lead a message development campaign on behalf of members to improve the image of the profession.

    The focus of the Bar's branding effort encompasses the three key qualities that polling data suggest the public values most about lawyers: expert advice, problem solving, and community service.

    The spot will air more than 700 times on three cable channels: USA, CNBC, and MSNBC, all of which will carry extensive Olympic coverage.


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