Ad Council and CureSearch Launch National PSA Campaign
The Advertising Council and CureSearch National Childhood Cancer Foundation have joined to announce the launch of a national, multi-media public service advertising (PSA) campaign designed to help children with cancer and their families receive the information, resources and support they need to conquer childhood cancer. Miss America 2005 Deidre Downs, who has been named the official national spokesperson for CureSearch National Childhood Cancer Foundation, will support the foundation's campaign as part of her year of service as Miss America 2005. ... Sponsored by CureSearch, the new campaign was developed in an effort to provide families with the resources that will help them improve the quality of their children's lives and secure the best chance for a cure. The campaign also aims to raise awareness that childhood cancer -- while growing in incidence -- is increasingly curable. Created pro bono by ad agency Y&R, the new PSAs direct parents, families, friends, and caregivers who provide comfort to children diagnosed with cancer to visit http://www.curesearch.org, CureSearch's new website and the only comprehensive, up-to-date information portal on childhood cancer. Designed by the brand strategy and interactive design firm Siegel & Gale, the site provides support, resources and clinical information, which is customized to patients, families and friends based on a child's age, diagnosis and treatment. ...The new television, radio and print PSAs poignantly feature the juxtaposition of life "before" and "after" a child is diagnosed with cancer. In one new television spot, a child asks, "Why do they call it a funnybone? Why can't penguins fly? Can we go to the moon on vacation?" Actress Jodie Foster then provides a voiceover, which says, "If you think it's tough answering these questions, imagine the ones you'll get if your child is diagnosed with cancer. CureSearch.org can help ... You're not as alone as you feel.""When families are told their child has cancer, they often turn to the Internet for information about the disease and its treatment protocols," said Paul T. Burke, President and CEO of CureSearch National Childhood Cancer Foundation. "With the help of this PSA campaign, we are hopeful that families facing a childhood cancer diagnosis will become aware of http://www.curesearch.org, which is supported by the world's foremost childhood cancer experts, and use this resource as a companion on their journey with the disease." ...The radio and print ads similarly feature problems facing children and their parents when the diagnosis is cancer and communicate how CureSearch.org can help families cope with all aspects of the disease. To view the PSAs, visit http://www.adcouncil.org/campaigns/childhood_cancer_resource. ...Per the Ad Council model, the PSAs were distributed to more than 28,000 media outlets nationwide in October and will begin running and airing in advertising time and space that is donated by the media this month. ...Charity Navigator, America's largest independent charity evaluator recognizes CureSearch NCCF with four out of four stars for fiscal management. Ninety-four percent of CureSearch NCCF's total annual expenditures is dedicated to finding cures for children with cancer, six percent is used for fundraising and administration. CureSearch is a tax-exempt, 501(c)(3) public benefit charity. View press release.
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