Massive Inc Donates Space For High School PSA

In-game ad network Massive Incorporated has announced that it has donated media to The Advertising Council to support its new public service advertising (PSA) campaign designed to prevent students from dropping out of high school. The ads will begin running in the Massive Network, which includes games such as Anarchy Online, PlanetSide and The Matrix Online, this month, as part of the arrangement. Launched by the Ad Council and the U.S. Army and created pro bono by ad agency JWT New York, the new "Boost" campaign is an extension of the Ad Council's and the U.S. Army's Operation Graduation initiative, which launched in 2000. The new PSAs feature stories of real teens throughout the country documenting their struggles to stay in high school. The campaign features ten at-risk high school seniors, the "Class of 06," who are recording their struggles to stay in school by shooting documentary-style films of themselves, their friends and family using disposable video cameras. The students encourage others to submit their stories throughout the spring semester at a new website, Boostup.org. "We're thrilled to participate in such an important cause and campaign and are pleased that the Ad Council recognizes that video games are a key media component that uniquely reaches this demographic," said Mitch Davis, CEO of Massive Incorporated.