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American Lung Association Launches Retro Marketing Initiative to Support 2009 Christmas Seals(R) Campaign
Date:9/18/2009

From "lick it and stick it" to "click it and send it," charity expands historic mail campaign to web

WASHINGTON, Sept. 18 /PRNewswire-USNewswire/ -- The American Lung Association launched a new retro marketing initiative today to support its 2009 Christmas Seals Campaign, the year-end holiday fundraising drive that's been raising money to support the charity's fight for healthy lungs and healthy air for more than a century. While for-profit companies have had proven success in recent years using vintage packaging to sell products like cards, cereal and soft drinks, the Lung Association has developed a flashback branding campaign to boost year-end fundraising with the theme, "Celebrate Another Year."

The Christmas Seals Campaign is the nation's oldest direct-mail fundraising campaign, which began in 1907 to combat tuberculosis. In fact, a survey conducted by the Lung Association found that 60 percent of Americans are aware of Christmas Seals, and that this awareness correlates strongly with age: older Americans have greater familiarity.

"We're hoping that this campaign will appeal not only to older Americans, who remember 'licking and sticking' their first Christmas Seal, but also to a younger demographic, who may not have heard of Christmas Seals but are attracted to all things vintage," said Charles Connor, President and CEO of the American Lung Association.

Today, the Lung Association remains the third largest nonprofit mailer, and fights new battles against influenza, asthma, tobacco use, lung cancer and air pollution. This year, it will send Christmas Seals - decorative stamps used to decorate holiday cards and packages - to over 11 million households from October to December. In return, people send in contributions, which last year, brought in 35 percent of the charity's total direct mail revenue.

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SOURCE American Lung Association
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