Introduction

In an effort to raise awareness of the value of the legal profession to the citizens of Virginia, the VSB Publications and Public Information Committee concieved a campaign that would spread such a message across the state.

The resulting advertising campaign, created by graduate students at Virginia Commonwealth University's Adcenter in Richmond, illustrates how lawyers help ordinary people. Each of the five ads depicts how lawyers protect the rights of individuals in a different situation and closes with the phrase, "You have rights. Lawyers protect them. Virginia State Bar."

Product

The series of five print advertisements is accompanied by matching posters. The committee is considering developing the print ads into radio and/or TV spots, subject to available funding.

Funding

The services of the graduate students at Virginia Commonwealth University's Adcenter were donated to the VSB. All production and media placement costs have been paid for by private donations. No VSB member dues have or will be expended on the campaign. The VSB is grateful for a recent $10,000 grant from the Fellows of the Virginia Law Foundation to fund future media placements.

Availability

All of the advertisements are available to be published in print media and are free to local bar associations in Virginia. The campaign is also being offered to state and local bars in other jurisdictions on a sliding rate scale.

Recognition

The campaign was named a 1999 winner in the prestigious National Newspaper Association ATHENA award competition, which recognizes the best in national newspaper advertising.

Shining a favorable light on lawyers is not exactly the easiest creative assignment in the world, but...the Virginia State Bar pulls it off convincingly. —National Newspaper Association ATHENA award notice, September 23, 1999

Contact: Rod Coggin, Virginia State Bar, 707 E. Main Street, Suite 1500, Richmond, VA 23219-2800, (804)775-0585, coggin@vsb.org.

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