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FOR IMMEDIATE RELEASE
CCFA LAUNCHES NEW PSA CAMPAIGNS TO RAISE AWARENESS FOR CROHN'S DISEASE AND ULCERATIVE COLITIS Media Contact:
Danny Jovic
PFS Marketwyse on behalf of CCFA
973-812-8883
djovic@pfsmarketwyse.com
CCFA Hopes to Strike Chord with Duets and Pearl Jam's Mike McCready
New York, NY - (January 10, 2005) – The Crohn's & Colitis Foundation of America (CCFA) has launched a new breakthrough public service announcement (PSA) campaign designed to raise awareness for Crohn's disease and ulcerative colitis, collectively known as inflammatory bowel diseases (IBD).
The campaign, entitled "Duets," depicts the seriousness of IBD through an alternating dialogue between a patient and a researcher. The story focuses on how advances in treatment made it possible for the patient to return to normal eating after depending on a feeding tube. The PSAs emphasize the need for further research to develop new therapies for all Crohn's and colitis patients and, ultimately, to find a cure.
"The 'Duets' PSA campaign is not like most PSA campaigns," said Rodger DeRose, president and CEO of CCFA. "With production values comparable to the best commercials, our PSA tells a story that will break through the clutter, encouraging patients and families to seek treatment and find a support community. We're giving them hope and showing that dedicated researchers are making progress toward finding a cure."
Another PSA, targeted to rock radio stations, features Pearl Jam guitarist Mike McCready. Over a background of Pearl Jam music, McCready speaks about his personal experiences with Crohn's disease and the importance of CCFA's efforts.
"The new Mike McCready PSA gives us a chance to build significant awareness among 15-35 year-olds, the very group that Crohn's disease and ulcerative colitis often strike," said Barbara Rosenstein, vice president of marketing, CCFA. "We're deeply grateful to Mike for his courage in speaking out about the impact of Crohn's on his life and for generously agreeing to record this PSA."
The "Duets" campaign includes 60- and 30-second television spots, 60- and 30-second radio spots, as well as several print pieces. "Duets" has been distributed to more than 1,700 television stations and 6,500 radio stations across America. The McCready campaign includes 60- and 30-second radio spots and was distributed to more than 1,250 radio stations across the country.
Crohn's disease and ulcerative colitis are painful, medically-incurable illnesses that attack the digestive system. Crohn's disease may inflame the small and large intestines, while ulcerative colitis attacks the large intestine (colon) only. Symptoms may include persistent diarrhea, abdominal pain or cramps, rectal bleeding, fever, and weight loss. Many patients require hospitalization and surgery. These illnesses cause severe complications, including colon cancer in patients with long-term disease. Of the one million American adults and children suffering from these terrible diseases, at least 100,000 are under the age of 18. Most people develop the diseases between the ages of 15 and 35. About CCFA
The Crohn's & Colitis Foundation of America's (CCFA) mission is to cure and prevent Crohn's disease and ulcerative colitis through research, and to improve the quality of life of children and adults affected by these digestive diseases through education and support. More than 82 cents of every dollar the foundation spends goes to mission-critical programs. CCFA consistently meets the standards of organizations that monitor charities, including the Better Business Bureau (give.org) and the American Institute of Philanthropy (charitywatch.org). For more information, contact CCFA at 800-932-2423 or visit www.ccfa.org.
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