NCPA - National Center for Policy Analysis

Cities, States Use Ads To Promote Welfare-To-Work

May 24, 1999

Welfare reform is meeting Madison Avenue. A number of cities and states are running slick ads to uncover jobs for those trying to move from welfare rolls to mainstream employment.

  • Philadelphia has the biggest ad campaign yet -- a $1.3 million effort which has located about 3,700 jobs, paying an average of $6.88 an hour.
  • Nashville plans a $500,000 ad campaign this fall, while Milwaukee has spent about $150,000 on TV, radio and print ads.
  • Delaware is spending $200,000 on ads to energize welfare recipients before their time limit for benefits expires.
  • Florida will spend $300,000 to market welfare recipients to prospective employers.

Ads have also been used in the past year in California and Texas.

Source: Richard Wolfe, "Welfare-to-Work Tries a New Tactic," USA Today, May 24, 1999.


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