The American Advertising Federation Announces Launch of the AAF Foundation

All-new charitable arm opens opportunities to support the trade association’s efforts to promote education and diversity.

Washington, DC, August 28, 2023—The American Advertising Federation (AAF) has launched an all-new charitable arm—the AAF Foundation. The 501(c)(3) was created to help AAF deliver on its mission to prepare and connect diverse talent to the advertising, media and marketing industries via a focus on education and lifelong learning, and diversity, equity and inclusion. Through the Foundation, new revenue streams, such as event-driven donations, public and non-profit grants, employee matching funds and honorariums, will now become available.

“For more than 100 years, the AAF has served as the only organization that includes members across all disciplines and career levels.  We are the ‘unifying voice for advertising,’” said Steve Pacheco, President & CEO, American Advertising Federation. He continued, “Over the years, a major focus of our efforts has been education and diversity—driven largely via our Mosaic Center multicultural and diversity initiatives. Now, with the launch of our AAF Foundation, we will be able to build and expand upon these efforts.”

Some of the current Mosaic Center programs that will now fall under the auspices of the AAF Foundation include:

  • The Mosaic Awards, which honor those companies and individuals whose commitment to diversity and inclusion can be seen through their creative work and more
  • The Mosaic 10, a consumer-selected list of the top multicultural moments of the year
  • The Mosaic Fund, entering its second phase of expanding the mission and programming of the Mosaic Center which, for more than two decades, has helped implement a myriad of dynamic initiatives, championing a more diverse industry

In addition, one of the AAF’s student-focused education programs – the Student Advertising Career Conference—will now reside under the AAF Foundation. The Conference provides students with an opportunity to learn about the field of advertising and help ignite careers. 

“In a climate where the implementation of diversity, equity and inclusion practices are more needed than ever, the philanthropic efforts of the AAF Foundation will act as a necessary conduit of change for the individuals and communities that we serve through our programs,” said Candace Queen, VP of AAF’s Mosaic Center who will oversee the diversity initiatives of the AAF Foundation. “We’ll continue our commitment to being on the right side of history and challenging each other towards continued growth and advancement in creating a more inclusive society.”

Added Dawn Reeves, EVP Member Services & Programs and head of the AAF’s education activities, “The AAF Foundation is a way to ensure that our investments in people and programs can prepare the next generation of leaders for the advertising, media and marketing landscapes. These are programs that can help them be better equipped to make a meaningful difference in our world—a sentiment echoed by the AAF Board, which granted their full and unanimous support for the Foundation.”

Learn more about the AAF Foundation here.