A non-profit
organization that encourages “positive behavioral values”, The
Foundation for a Better Life, develops public service campaigns that
communicate positive values such as caring, honesty, hard work, optimism and
helping others. The foundation conveys its message through outdoor advertising,
television, radio, theatre, and the internet. Viewers are urged to pass on
these positive attributes and values to other people with the rationale that
individuals who are living value-based lifestyles can only do so much to change
the world, but if they do it all together, they can make a real difference.
With a $700
million donation from Philip
Anschutz, The Foundation for a Better Life was founded in 2000 and headed
by Gary Dixon. The foundation commenced its first campaign in November 2001
right after the September 11 attacks. Nearly $10 million was disbursed on the
movement, which involved more than 10,000 posters, signs and billboards displaying
values of “courage” and “unity” in images of firefighters and flags.
The Foundation
for a Better Life continues to fund and support public service messages
transmitted to various forms of media. Its recent “Pass It On” campaign has
integrated the likenesses of Muhammad Ali, Michelle Kwan and Wayne Gretzky.