Hallmark Channel, American Cancer Society Build Co-Branded PSAs
Six Spots Aim To Drive Tune-In For Telefilm 'Living Out Loud,' Tout Society's Mission
Mike Reynolds -- Multichannel News, 4/23/2009 12:36:20 PM
Supporting its upcoming telefilm Living Out Loud, Hallmark Channel has produced a series of customized public service announcements co-branded with the American Cancer Society.
Emanating from the network's Sponsorship Solution Unit, the six PSAs integrate scenes from the movie with information about the American Cancer Society, its resources and "Relay For Life," an event that brings communities together to celebrate the lives of those who have had cancer. The spots will run on both Hallmark Channel and sister service Hallmark Movie Channel throughout the week of April 26.
In addition to the PSAs, Hallmark Channel has developed a microsite (www.hallmarkchannel.com/livingoutloud) to support the original movie, which features behind-the-scenes interviews with the cast and director, photos, downloads and a community message board.
Premiering May 2 at 9 p.m.ET/PT, Living Out Loud stars Gail O'Grady as a wife and mother battling breast cancer and coming to terms with her mortality. The theme of the movie dovetails with the American Cancer Society's newest branding campaign which has adopted the tagline,"The Official Sponsor Of Birthdays," which is intended to communicate how the organization is saving lives and creating a world with more birthdays by helping people stay well, helping people get well, by finding cures and by fighting back.
"In this cluttered marketplace, it's imperative that we work with our sponsors to create customized solutions that meet their specific marketing needs and help them stand out from the crowd," Hallmark Channel executive vice president, advertising sales Bill Abbott in a statement. "Our Sponsorship Solutions Unit works hand-in-hand with advertisers to craft messages that seamlessly integrate the trusted brand of Hallmark with that of the advertiser. The result is a consumer-targeted message that delivers greater ROI for our clients."
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