Ad Council sets to start PSA push on childhood cancer

NEW YORK: The Ad Council, in partnership with the National Childhood Cancer Foundation (NCCF), has plans underway to launch a PSA campaign to help children with cancer and their families cope with the disease.

NEW YORK: The Ad Council, in partnership with the National Childhood Cancer Foundation (NCCF), has plans underway to launch a PSA campaign to help children with cancer and their families cope with the disease.

The effort will lead to an eventual RFP, said Paula Veale, the Ad Council's EVP of corporate communications, which would be disseminated to PR firms in about eight weeks. The campaign is scheduled to launch in the third quarter of 2004.

"With each new client, we've tried to make PR a larger part of the work we do," said Veale. "We know that we have to integrate [marketing disciplines] in order to achieve maximum impact."

The multimedia effort will seek to raise awareness of childhood cancer, which while growing in frequency, is becoming increasingly treatable. Additionally, it will provide families with educational resources, including a specifically designed website, on how they can help improve their child's quality of life.

Further details of PR efforts will be outlined at an inaugural meeting between the Ad Council, NCCF, and Young & Rubicam - the ad agency developing the print, TV, radio, and internet PSAs pro bono - sometime "in the next two weeks," said Veale.

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