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National Association of Broadcasters

Broadcasters Promote Breast Cancer Awareness

Topic: Health Awareness Campaigns | VIDEO

A new pink specialty license plate for breast cancer awareness will soon be seen around town, thanks in part to the support of WPXT-TV and WPME-TV in Portland, Maine. The Maine Cancer Foundation needed 2,000 people to commit to purchasing a special breast cancer awareness license plate and turned to the stations for help. WPXT Creative Director John Marshall produced a "Pink Like a Little Hope" public service announcement (PSA). It was run at least seven times each day and was updated regularly to keep viewers aware of how many more purchasers were needed. In addition, Marshall worked to disseminate a general version of the PSA to other stations in the state. Within three weeks, the goal became a reality. "WPXTís willingness to jump into this project and turn its creativity loose helped us accomplish our goal," said Maine state Rep. Meredith Strang Burgess. "They went way above the call of duty." The announcement was awarded a Maine Association of Broadcasters Creative Award for best television PSA in 2007. The station also created a four-minute video featuring a fly fishing camp where cancer patients are invited to spend a week for the Maine Cancer Foundationís annual luncheon fundraiser. The station donated nearly $15,000 worth in airtime and production between the two projects.

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