February 2003
BAR ASSOCIATION TO LAUNCH
STATEWIDE TV AD CAMPAIGN

The Illinois State Bar Association (ISBA) is launching a paid advertising campaign this month to encourage consumers to use a professional lawyer rather than a self-help type of service for their legal services.

Themed "Lawyer in the Box," the thirty-second television spot uses humor to deliver its message that the type of cookie-cutter approach available through the Internet or from do-it-yourself software cannot substitute for the quality services performed by a trained, experienced attorney. The ads will run in all media markets in the state.

ISBA President Loren S. Golden, an attorney in Elgin, said the commercial will make the point that consumers are far better off using a trained, professional attorney rather than relying on software programs, Internet sites, or forms from storefront operations that are unable to consider the individual's needs and circumstances.

"The bottom line is, do people want to put their trust in a self-help ‘form' company or an attorney who is financially responsible, who has the required legal education and is committed to continuing legal education, and who is an experienced law practitioner?" Golden asks. "Lawyers are trained professionals who are committed to upholding the federal and state constitutions, as well as the laws and rules that govern themselves and their clients."

 

ILLINOIS STATE BAR ASSOCIATION

The spot, he said, emphasizes the fact that consumers have choices when it comes to legal services. Created by HIP Advertising, a full-service marketing and advertising firm based in Springfield, the spot opens with a do-it-yourselfer using legal software, "Lawyer in the Box," that produces a flashing "error" message. The consumer then turns to an Internet site and scrolls down to a message that reads: "Last updated March 1999." The commercial switches to a group of satisfied clients with their lawyers while the narrator says, "When it really counts, be sure - work with a lawyer from the Illinois State Bar Association."

The spot will air in all major markets in Illinois during the 6 p.m. local newscasts February 24-28 on the following stations: WLS, Channel 7, Chicago; WREX, Channel 13, Rockford; KWQC, Channel 6, Quad Cities; WGEM, Channel 10, Quincy; WEEK, Channel 25, Peoria; WAND, Channel 17, Decatur; WSIL, Channel 3, Carterville.

In addition, the spot will air on the following Charter Communications cable system programs in the St. Louis Metro East area once each hour between 7 to 10 p.m.: MSNBC, in Alton, Columbia/Waterloo, and Madison County; and on CNN in St. Clair County, Sparta and Jerseyville.

The message tagline will direct consumers to visit isbalawyer.com for a listing of ISBA member-lawyers. The site is the same as illinoislawyerfinder.com, the ISBA's online lawyer referral service which has unique eligibility requirements. Attorneys must agree in writing to carry and continue to carry professional liability insurance; authorize the ISBA to determine from the Attorney Registration and Disciplinary Commission (ARDC) that they are members in good standing before the Bar of Illinois; and accept a suspension from the directory while a complaint against them is pending before the Inquiry Board of the ARDC.

Established in 1877, the 35,000-member ISBA, with offices in Springfield and Chicago, provides professional services to Illinois lawyers, and education and services to the public.