Regan draws up Liver Foundation PSA for Daytona

Regan Communications Group produced a PSA on behalf of the American Liver Foundation for Sunday's Daytona 500 NASCAR race.

BOSTON: Regan Communications Group produced a PSA on behalf of the American Liver Foundation for Sunday's Daytona 500 NASCAR race.

Agency subsidiary Regan Original Video produced the PSA for the liver-health organization that was set to run over the weekend and on the Jumbotron at the race.

The 30-second PSA, which encourages Hepatitis C screenings, was scheduled to run 72 times during the race, twice every hour for 12 hours per day, according to the agency, with the goal of 1.2 million people seeing the spot.

Dale Earnhardt Jr. won the flagship NASCAR race on Sunday after a rain delay of more than six hours.

Eric Cox, director of video services at Regan, said the video was completed and approved by the American Liver Foundation earlier this month. He added that the firm is offering “one-stop shopping” for the client beyond the boundaries of traditional PR.

“We expedited the whole process because we were already on the same page in terms of messaging, look, and feel,” said Cox. “This is the perfect example of why we have [video production] in-house and how quick and nimble we can be when an opportunity comes up like this.”

The firm created the PSA as though it was a TV commercial so it could be broadcast across all platforms, said Cox, who added that it is up to the foundation when it will air next.

Regan's Original Video unit has produced corporate videos and other content for clients including the Boston Celtics, Friendly's, Vantage Deluxe World Travel, RE/MAX, and the Residences at W Boston.

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