- The Washington Times - Monday, September 8, 2003

A Germantown agency will work around the clock during a 24-hour creative advertising blitz next week.

Idea Flight will forgo sleep beginning Sept. 15 at 8 a.m. to assist 10 local nonprofit groups as part of CreateAThon 2003.

An 11-member team, including some of the agency’s subcontractors, will work on everything from Web sites and public relations to logos, print and radio during the 24-hour workday. After 8 a.m. on Sept. 16, the team will present its pro-bono work to the clients.

“We think we’ll be pretty funky and punchy the next morning,” said Idea Flight President Holly Parker.

CreateAThon was established in 1997 as a local charity event by Riggs, a Columbia, S.C., ad agency, to provide free marketing and creative services for 501(c)(3) organizations in that community.

CreateAThon went national last year with Riggs and 17 other agencies participating. The agencies completed more than 250 projects, which had a market value of more than $1.2 million.

This year, 31 agencies from North America are participating. The work’s market value is estimated to reach more than $2 million. Each agency, which will choose its own 24-hour period over the next week, had to select the local nonprofits for which to work.

Idea Flight received 108 applications from nonprofit groups. A five-member selection team had the task of narrowing down the applicants to 10 clients, which include the Fulbright Association in the District, Pets on Wheels in Montgomery County and Kid Power in the District. The Idea Flight team will produce about $175,000 worth of creative work during the blitz.

Time for dinner

The National Center on Addiction and Substance Abuse (CASA) at Columbia University is making its biggest push ever to promote Family Day — a day when families are encouraged to eat dinner together.

CASA kicked off a new public awareness campaign last week promoting the Sept. 22 event. The campaign includes TV spots starring former first lady Barbara Bush, radio ads featuring actress Jamie Lee Curtis, and subway and bus posters appearing in nine metropolitan markets, including the District.

Research shows that the more often children eat dinner with their families the less likely they are to smoke, drink or use drugs, said Joseph A. Califano Jr., CASA’s president and chairman. Since Family Day was first established two years ago, it has had little exposure or advertising until now.

“We want this to be as big a day as the Great American Smokeout,” Mr. Califano said.

CASA has partnered with several companies to get the word out.

The group has secured Viacom Inc., which owns Infinity Broadcasting and CBS, as a media partner to help with ad placement. Infinity has donated 80 hours of airtime for radio spots. National Amusements will place a Family Day ad on more than 1,000 of its movie screens in 12 states for four weeks.

New wins

• ExpoExchange, a Frederick, Md., event management services company, has hired Walczy Hamilton Tran Meyers to handle business-to-business advertising, direct mail, branding, sales support and media services.

• Nasuti & Hinkle of Silver Spring has been hired by the Washington Freedom women’s professional soccer team to develop a season-ticket promotion.

Got news? Donna De Marco can be reached at 202/636-4884. Advertising & Marketing runs every other Monday.



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