The network of the IAA's 60 Chapters plays a critical role in arranging for the commercials and ads to be adapted and run pro-bono in their markets. From the beginning, IAA Director General Norman Vale recognized the necessity of a custom-tailored approach. In countries where advertising is an established part of the culture, we suggest the slogan 'Advertising. But in countries which are less mature advertising markets, we offer 'Advertising. Viewers likely won't need English to understand the Campaign's message.
Chapters adapt the material into their native languages and for satellite transmission.
Translated versions of the commercials include Arabic, Hindi, Mandarin, Spanish, and Korean. It summarizes the IAA's arguments for freedom of commercial speech and consumer choice, and details the Campaign's genesis, results, and future. The booklet is available in English, Russian, Spanish, and Polish, with more versions to come. Current commercials focus on advertising's benefits to the consumer, including jobs, affordable media, direct marketing, sales promotion, sponsorship of sports and entertainment, and brand choice. In 1996, we added the information superhighway to our collection, along with new commercials on jobs, affordable media, and brands.