NEW YORK: The American Lung Association (ALA) has launched a PR campaign in honor of its centennial year and selected CooperKatz & Company to help execute the effort.
The campaign, which the association confirmed was not currently being funded by any pharmaceutical companies, will be centered on an event in June - the month marking the anniversary. America's Most Powerful Lungs Contest will be held in New York City's Bryant Park and will seek to find the healthy-lunged individual who can hold a note for the longest amount of time.
Michelle Sawatka, director of media relations for the ALA, said the organization was intent on "focusing on the healthy lung angle" to prevent the anniversary push from appearing self-serving.
CooperKatz, currently in the developmental stages of the campaign, is seeking celebrity spokespeople and judges for the June contest. Before and after the event, the agency will conduct media outreach to herald the centennial and provide story angles on the association's milestones and future plans. It also will provide the ALA's local chapters with materials for distribution to media outlets serving their regions.
The ALA has no agency of record, but rather always selects external counsel on a project basis. It has a policy that prohibits relations with any PR agencies with ties to tobacco companies.