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Ad Council Changing Its Name To Causewave Community Partners

The Advertising Council of Rochester is changing its name to better reflect its mission;  the organization will now be known as Causewave Community Partners.

Organization president Todd Butler says the group will still be coordinating efforts to provide publicity for non-profit organizations, but they wanted to let people know that the various businesses that are part of Causewave are also involved in other types of  community-wide initiatives.

"What the new name signifies is that it's not just about advertising, that the advertising continues to be an important tool for us, but for those people who are working every day doing good in this community, they're all trying to figure out, how do I get change going."

Butler, says they made up the word 'Causewave' to reflect the community effort the group is involved in.

"The word “cause” was the easiest word for us to come up with, but because we're also about trying to find momentum for these causes, the word “wave,”  the wave is one of nature's most powerful forms, and if we can build a wave of momentum, or a movement around these causes, that's how we're going to achieve the kind of measurable change that we're after."

Butler says the issues that Causewave has been helping with include education, distracted driving, and organ donation.

Randy Gorbman is WXXI's director of news and public affairs. Randy manages the day-to-day operations of WXXI News on radio, television, and online.