About Media Action Fund
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"This campaign succeeded beyond our expectations. It was our goal to put pressure upon targeted officials, which we certainly accomplished. What we did not expect was that our ads would cause timberland owners to become so concerned that they would subsequently refuse to do business with the chip mill industry. The media grant was invaluable in securing the outcome." Ken Midkiff |
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"We could not have beaten the insurmountable opposition this time without the aid of the media money." Catherine Hoss, Director |
Media Action Fund completed grantmaking in 2006. Media Action Fund made $1,598,000 in grants from 2003-2006. We are grateful for the donor support that made the Media Action Fund work possible.
Media Action Fund supported the strategic use of media and advertising by state-based environmental organizations to effectively promote human health-related advocacy, research, analysis and ideas. MAF-funded advocacy advertising was an integral part of strategic environmental campaigns that focused on the release of toxic chemicals and pesticides, genetic engineering, hazardous waste, nuclear waste, landfills, Superfund and brownfields issues, occupational exposures and hazards and clean water and air issues.
Although MAF completed its final grantmaking in 2006, the impact of its nearly $1.6 million in grants continues to be felt. As recently as April 2, 2007, we received an email from Fred Tutman, of Patuxent Riverkeeper in Maryland, reporting the success of advocacy efforts to influence regulatory reform to avoid creating stormwater and sediment runoff damaging to the Chesapeake Bay and thanking for Proteus Fund for its support for "funding for fliers, poster, a jingle, web site, fact sheets and other outreach materials."
Key environmental issues where advocacy advertising made a difference:
- increasing post-consumer recycled content contained in all paper products sold by Staples, the world’s largest office supply store;
- increasing the amount of recycled plastic in bottles used by Coca-Cola and Pepsi; and
- stopping construction of a large pipeline to dump pulp mill waste in the Gulf of Mexico.
