Helping parents learn the potential benefits of and make the right decisions about their children's use of the Internet and interactive media, the Markle Foundation is teaming up with two of the most influential names in advertising to create a multimedia public education campaign.

With the help of a $2 million, three-year grant by the foundation, The Ad Council and advertising agency TWBA/Chiat Day will join with Markle to create the advertising campaign and generate millions in donated ad time.

"The potential of interactive media to benefit our children is extraordinary," says Zoë Baird, the foundation's president. "But parents need the know-how and the tools to take advantage of it. This campaign allows us to give parents what they need and to involve them in shaping expectations for this media as it develops."

The Markle funds will help underwrite research, a creative campaign, ad time and tracking and evaluation mechanisms, according to a foundation press release. The Ad Council will work to get donated ad space and time for the campaign, and TWBA/Chiat Day is donating its creative services.

The ads are scheduled to start this fall.

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