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Communications creates targeted campaign for American Stroke Association
(September 9, 2009) The Advertising Council and the American Stroke
Association announced today the launch of new public service
advertisements intended to raise awareness among African Americans of
the early symptoms of stroke and to increase immediate stroke
recognition and response.
According to the American Stroke Association (ASA), stroke is the number
three killer in the United States and a leading cause of long-term
disability. Tragically, African Americans are almost twice as likely to
suffer a first-ever stroke as compared with white Americans.
Furthermore, 105,000 African Americans suffer a stroke each year,
resulting in about 17,500 deaths. Immediate emergency medical treatment
may greatly reduce long-term disability caused by stroke but African
American men and women hesitate to call 9-1-1.
The campaign, which originally launched in 2003, aims to empower
potential at-risk African Americans and bystanders to act immediately by
calling 9-1-1 at the first possible sign of a stroke.
Created pro bono by ad agency Burrell Communications, the campaign
includes new television, radio, web and outdoor public service
advertisements emphasizing to African Americans that "Stroke's No Joke."
The TV, radio and banner PSAs feature comedians Alonzo Bodden and George
Wilborn performing stand-up routines juxtaposed with the campaign's
compelling "Stroke's No Joke" messages to illustrate the seriousness of
stroke. All of the PSAs direct audiences to visit the new campaign
website, www.strokesnojoke.org, where they can learn more about the risk
factors and warning signs of stroke.
"We are pleased with the new PSA concepts and are confident that our
partnership with Burrell Communications and the Ad Council will be well
received by the public and will bring more awareness to this serious
issue that is affecting too many African Americans," says Rani
Whitfield, MD, Family Practitioner and American Stroke Association
"We are thrilled to continue our partnership with the American Stroke
Association and Burrell on this critical campaign," according to Peggy
Conlon, President and CEO of The Advertising Council. "I believe these
messages will educate African Americans about the importance of early
response to the warning signs of a stroke."
"Burrell has a 30-year legacy of developing insight-based marketing
communications that resonate with the African-American community," said
McGhee Williams Osee, Burrell's Co-CEO. "We welcomed the opportunity to
draw upon our extensive healthcare marketing experience to shine an
important spotlight on this critical issue, and encourage a meaningful
dialogue that can help save lives."
The Ad Council is distributing the new PSAs to media outlets nationwide.
Per the Ad Council's model, all of the PSAs will run and air in
advertising time and space that is donated by the media.
The American Stroke Association Created in 1997 as a division of the
American Heart Association, the American Stroke Association works to
improve stroke prevention, diagnosis and treatment to save lives from
stroke - America's No. 3 killer and a leading cause of serious
disability. To do this, we fund scientific research, help people better
understand and avoid stroke, encourage government support, guide
healthcare professionals, and provide information to stroke survivors
and their caregivers to enhance their quality of life. To learn more,
call 1-888-4STROKE or visit strokeassociation.org.
Burrell Communications Burrell Communications is a full-service
marketing communications company with offices in Chicago, Atlanta and
Los Angeles. In business for more than 30 years, Burrell is a leader in
understanding and motivating consumer behavior in the African-American
and Yurban(R) markets. The agency's client roster includes: McDonald's,
Procter & Gamble, Toyota, General Mills, Weight Watchers, ShoreBank,
American Airlines, Walt Disney World Resorts, Allstate, Eli Lilly and
Zimmer. For more information, visit http://www.burrell.com.
The Advertising Council The Ad Council (www.adcouncil.org) is a private,
non-profit organization that marshals talent from the advertising and
communications industries, the facilities of the media, and the
resources of the business and non-profit communities to produce,
distribute and promote public service campaigns on behalf of non-profit
organizations and government agencies in issue areas such as improving
the quality of life for children, preventive health, education,
community well-being, environmental preservation and strengthening