ANNAPOLIS, MD: Crosby Marketing Communications has developed a PSA campaign for Catholic Relief Services (CRS) to raise awareness of the crisis in Darfur, Sudan.
The campaign includes two TV spots featuring actress Catherine Hicks of the television drama 7th Heaven. The PSAs will begin running later this month. Financial terms of the campaign were not disclosed.
CRS, which has headquarters in Baltimore, is one of the largest nongovernmental humanitarian agencies working in Darfur, an area in western Sudan where nearly 360,000 people have died from violence, malnutrition, and disease since early 2003.
"Crosby's creativity will help us put the national spotlight on this crisis and show Americans how they can help," explained Paul Tillman, senior director of marketing and communications for CRS.
The current campaign is Crosby's first relationship with CRS, although the Annapolis, MD-based agency has performed PR work for other Catholic organizations, Crosby VP Connie Helms said. The agency is in discussions with CRS about continuing the relationship, she said.
Other charities also are deeply involved in the Sudan. Save the Children USA works primarily with the news media to raise awareness of its efforts in the Darfur region, particularly with journalists who've had trouble gaining entry into the country, said Mike Kiernan, manager of media relations for the charity.