As one of 6,000 non-profit organizations vying for PSA coverage, the Muscular Dystrophy Association maintains top-of-mind awareness among news organizations with a steady flow of new material for editors.
Its latest effort, "Fighting Mad" features Lt. Gen. Robert Johnston, the retired chief of staff of Operation Desert Storm. This is MDA's 75th PSA effort.
The campaigns, which are entirely developed in-house, cost a few hundred dollars to produce and generate 65 free advertising placements everyday, says Jim Brown, the MDA's director of public affairs. The "Fighting Mad" effort, launched in April, is the first time a high-ranking military figure has supported an MDA cause during Brown's tenure of nine years.
The general was used because he's recognized as a national hero and he's very involved with MDA as a member of its board of directors. "He speaks with authority [where MDA is concerned]," says Brown.
The PSAs were sent to more than 1,000 publications nationwide and so far have generated interest among at least 100 editors for placement.
The ad promotes the toll-free number and Web site at http://www.mdausa.org. The letter that accompanies the PSA reminds editors that the organization is a key resource for identifying hometown heroes who work with MDA or have the disease.
MDA launches two to four campaigns annually and relies exclusively on private funding and media goodwill to raise awareness about its public health programs and clinics.
"Editors need maximum flexibility with PSAs; some of our editors run a dozen of our ads a week," says Brown.
MDA, which has raised more than $100 million for research, recently received the American Medical Association's Lifetime Achievement Award for significant contributions to the community.
It is the first non-profit agency to receive this award (MDA, Jim Brown, Rhonda Mitchell, 520/529-2000)