The campaign kicks off September 12 and focuses around PSAs featuring Fox Sports NFL personalities including Terry Bradshaw, Michael Strahan, and Troy Aikman. It will also include on-air mentions by Fox Sports throughout the football season and the Super Bowl on February 6.
"We use the power of our brand and our on-air audience to make people aware of St. Jude, to get them interested in learning more about it, and donate money," said Bill Wanger, EVP of programming and research for Fox Sports. "We donate our airtime and our talent and our energy to support the charities."
Both organizations are on social networks, including Twitter and Facebook, and Fox Sports Supports has a separate website with more information. For media outreach, St. Jude is targeting sports, business, health, philanthropy, and general lifestyle media outlets.
"We want to raise awareness of St. Jude Children's Research Hospital during the entire course of the campaign, and then have a call to action to support our cause," said Rick Shadyac, CEO of ALSAC/St. Jude, the fundraising organization of St. Jude.
Toward the end of the season, St. Jude will encourage fans to host football viewing parties, where they can collect funds to donate to the hospital.