WASHINGTON: Words Can Heal, a new nonprofit group, kicked off its
national campaign last week to reduce "verbal violence" and gossip in
The campaign, which has elicited supported from the likes of Senators
John McCain (R-AZ), Joe Lieberman (D-CT), and Tom Daschle (D-SD), as
well as a slew of entertainers, consists of a small ad buy and a larger
earned-media blitz. The latter is being handled by Washington, DC agency
Laszlo and Associates.
The group started coming together in March of this year after Cleveland
Rabbi Chaim Feld took out a small ad promoting the message behind his
lecture series on the subject of reducing verbal violence. Following its
success, he and fellow Rabbi Irwin Katsof began raising money and
recruiting staff and celebrity spokespeople. With almost $1
million raised from concerned parents and community leaders, Katsof and
Irwin plan to spend several years spreading their message through the
Early hits have included AP and Reuters wire articles, as well as
mentions in over 100 national newspapers, including the LA Times and
The group's principals also spent the week making appearances on the CBS
Early Show and ABC's World News Tonight.
Jennifer Laszlo, president of Laszlo Associates, said the campaign faces
a tough challenge ("Gossip isn't going away tomorrow," she said), but
added that her firm had done polling that showed wide support.
Other Laszlo clients include The Democratic National Committee and the
National Education Association.