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thanks to a digital cinema ad campaign that will be run in eight
Baltimore-area theaters for 12 weeks beginning in March, 2007.
 The
National Association of Neighborhoods (NAN), together with five other
national African American organizations that form a coalition called African
American Partners for a Tobacco-Free Society, are sponsoring a unique
initiative in support of a new public health pilot program created by the
American Legacy Foundation and called "eX".
National CineMedia, one of the
nation's largest and most innovate in-theater advertising distributors and
marketers, is handling placement of the coalition's digital program. Funding
for the effort will come from grant monies provided by American Legacy.
"We strongly support programs and policies that will improve the health of
citizens in our communities," said Ricardo C. Byrd, Executive Director of
NAN, "especially those that are aimed at a lifestyle that claims the lives
of more than 45,000 African Americans each year." Joining NAN in this
coalition effort are the NAACP, the National Urban League, the Congressional
Black Caucus Foundation, the National Newspaper Publishers Foundation and
the National Conference of Black Mayors.
 The
"eX" program aims to change the way smokers feel about the difficult process
of quitting smoking, and points them to valuable resources to guide their
attempt to quit.
"eX", through use of broadcast media, will encourage
smokers who wish to quit, but don't necessarily know how to do so, to access
free resources and methods that are proven to increase their chances of
quitting successfully.
The digital cinema ad campaign sponsored by African American Partners
delivers the message of the "eX" program — using, in fact, a television spot
prepared for the American Legacy campaign. The cinema ad campaign will
appear on more than 100 screens and will include encouragement that smokers
who want to quit should call the toll-free telephone number: 1-800-QUIT NOW.
The telephone number is funded, supported and monitored by the Maryland
Department of Health and Mental Hygiene and callers will be provided
personalized coaching advice on quitting smoking. Also, the cinema ad will
be played on lobby digital screens in certain theaters and in all, banners
and posters specially designed for the "eX" program will be displayed.
In addition to the supportive efforts of the African American Partners, the
American Legacy Foundation is collaborating with local Baltimore public
health and community organizations to provide information and expert
guidance to smokers who want to quit. Joining the Foundation in this
significant effort are the Maryland Department of Health and Mental Hygiene,
the City of Baltimore Health Department, the University of Maryland Medical
Center, the Johns Hopkins Bayview Medical Center, the Maryland Academy of
Family Physicians, the Baltimore Substance Abuse Systems, Inc. and MedChi,
the Maryland State Medical Society.
Theaters showing the African American Partners cinema ad campaign are: East
Point Movies 10; Bel Air Cinema 14; Hunt Valley Mall 12; Westminster
Cranberry Mall 9; Movies @ Marley Station; Snowden Square; Owings Mills 17;
and, Columbia Mall 14.
For more information: becomeanex.org |
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