What is the Ad Council? -- Advertising's gift to America -- Smokey Bear : a more complicated character than his image depicts -- The rosie legend and why the Ad Council claimed her -- A keg of dynamite and you're sitting on it : the Manhattan Project scientists launch an atomic energy campaign -- The struggle for men's souls : an anti-communist crusade for freedom targets Americans -- The crying indian : in america's debate over garbage and pollution, does the campaign shift responsibility from corporations to individuals? -- Beyond integration : fighting for historically Black colleges -- Fighting back: McGruff shows Americans how to take a bite out of crime -- Public service ads and the public interest.;How McGruff and the Crying Indian Changed America: A History of Iconic Ad Council CampaignsHow McGruff and the Crying Indian Changed America explores the issues and campaigns that have been paramount to the nation's collective memory and looks at challenges facing public service campaigns in the current media environment.