We have been working with Lung Cancer Alliance (LCA) from Washington D.C. to establish a national public service campaign. The campaign began with identifying three major sports figures who had a connection to lung cancer (Troy Aikman, Joe Buck, and Cal Ripken, Jr.) Once identfied, a campaign was created around increasing the brand awareness. Other platforms have included satellite media tours at the 2006 MLB All-Star Game and the 2007 Super Bowl. Print, radio, and TV spots have also been created for the campaign. As part of the grass roots effort, the campaign was recently endorsed by the Ad Council. Regional Comcast cable networks have picked up the TV spots as part of their public service outreach. For more information go to www.lungcanceralliance.org.

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