With the start of another athletic season, the Big 12 Conference debuts its public service announcements for the 2012-13 school year.

The Conference has commissioned a new series of public service announcements (PSAs) that will be aired starting with the 2012 college football season. The PSAs deliver messages that reinforce the strength, success and stability of the Big 12 as it enters its first year with a new lineup of its 10 member schools.

During each televised football game, the competing teams and their conferences receive a total of four 30-second commercial segments that will be broadcast during the game. For a televised league contest, one commercial would go to each of the competing Big 12 schools with the conference providing PSAs for the remaining two commercial spots. ESPN will also air one 30-second conference PSA during each Big 12 basketball telecast once that season begins.

This year, the Big 12 will be airing seven different 30-second commercials that highlight the athletic and academic excellence of its member institutions. For the first time, the Conference PSAs use the football head coaches, current football student-athletes and mascots in individual spots. Representatives from Special Olympics, who has a long-time partnership with the Big 12, will star in their own PSA. The videos not only highlight the positive aspects of the Big 12 on the athletic fields of competition, but also showcase the strong academic characteristics of each Big 12 institution off the field.

The creative director for the project was Ken Maxwell of Hill + Knowlton Strategies, the Big 12's public relations partner. H+K contracted with Sam Schachter of Rising Creek Productions, who has worked with the Conference in previous PSA campaigns.

Six of the PSAs are currently available, with additional spots slated to debut during the school year.