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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