Editing Penny Arcade (section)

=== ESRB ad campaigns ===
On May 31, 2006 Krahulik announced a new [[advertising campaign]] for the [[Entertainment Software Rating Board]].<ref>{{cite web| url = https://www.penny-arcade.com/news/post/2006/06/01/pa-and-the-esrb| title = PA and the ESRB| access-date =August 26, 2007| last1 = Holkins| first1 = Jerry| last2 = Krahulik| first2 = Mike| date = May 31, 2006| work = Penny Arcade}}</ref> According to Krahulik, the ESRB "wanted a campaign that would communicate to gamers why the ESRB is important even if they don't think it directly affects them." Among the reasons he listed for ''Penny Arcade''<nowiki>'</nowiki>s accepting the job was that he and Holkins are both fathers and are concerned about the games their children might play. The ad campaign was rolled out in the summer and fall of 2006 and a second campaign was released in 2012 featuring a mother, a father and a gamer describing the tools employed by the ESRB.<ref>{{Cite web|url=https://www.esrb.org/about/psa.aspx|title=PSA ads for ESRB ratings education|website=www.esrb.org|access-date=2016-09-06|archive-date=June 3, 2016|archive-url=https://web.archive.org/web/20160603234857/http://www.esrb.org/about/psa.aspx|url-status=dead}}</ref>