Navigation Links
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.

The last time the American Lung Association supported the Christmas Seals Campaign with advertising was in 1996. This year, in a creative effort to appeal to people's sense of nostalgia, the American Lung Association, brought three historic Christmas Seals to life in 15-, 20- and 30-second television public service advertisements, which will be distributed nationwide in mid-October, and can be viewed on ChristmasSeals.org. The charity also developed print and radio public service advertisements, all of which will drive people to the newly redesigned ChristmasSeals.org.

"We continue to be thankful for the loyalty of our Christmas Seals supporters, many of whom have given year-after-year for several decades, and in some cases, for half a century," continued Connor. "While we hope that this new marketing push re-energizes our existing mail donors, we also hope to introduce Christmas Seals to a new generation of supporters via the web," said Connor.

Even though, according to the U.S. Postal Service, Americans sent nearly 20 billion pieces of mail last holiday season, more and more people are choosing to send holiday greetings online. So for the first time this year, people can visit ChristmasSeals.org to view over one hundred years of Christmas Seals that they can either send in an e-card to friends or loved ones. Additionally, a Facebook application was developed so people can collect and share Christmas Seals with their social network.

Also new this year is an array of Christmas Seals gift merchandise that the Lung Association is offering for purchase on ChristmasSeals.org. Vintage products include wrapping paper, adhesive gift tags, lapel pins and holiday ornaments. The items are sold individually and cost between $5 and $12.95. The charity is featuring a unique gift, "Christmas in a Box," which retails for $75 and features a collection of Christmas Seals merchandise at a 20 percent discount. Proceeds from the sale of all these items will help support the mission of the Lung Association.

Throughout its history, the American Lung Association's Christmas Seals campaign has been supported by celebrities and entertainers ranging from Bob Hope to the Smothers Brothers. Leading the charge as the 2009 National Celebrity Christmas Seals Chairperson is actress S. Epatha Merkerson, an Emmy, Golden Globe and SAG Award winner. Ms. Merkerson has won critical acclaim for her brilliant work in theatre, television and film, but is probably best known for her role as Lt. Anita Van Buren on NBC-TV's "Law & Order."

About the American Lung Association

Now in its second century, the American Lung Association is the leading organization working to save lives by improving lung health and preventing lung disease. With your generous support, the American Lung Association is "Fighting for Air" through research, education and advocacy. For more information about the American Lung Association, a Charity Navigator Four Star Charity and holder of the Better Business Bureau Wise Giving Guide Seal, or to support the work it does, call 1-800-LUNG-USA (1-800-586-4872) or visit www.lungusa.org.


'/>"/>
SOURCE American Lung Association
Copyright©2009 PR Newswire.
All rights reserved

Related medicine news :

1. Many Older Americans Have Active Sex Lives
2. Despite grumbling, most Americans say they are happy at work
3. Record Number of Americans Lack Health Insurance
4. Longaberger Expands Horizon of Hope Campaign to Build Support for American Cancer Societys Breast Cancer Initiatives
5. AUDIO from Medialink and Pfizer: Number of Uninsured Americans Grows to 47 Million
6. New Survey Shows Americans are Still Concerned About Food Safety, Yet Still Not Smart About What They Like to Eat
7. Novo Nordisk Appoints New Leader of North American Business
8. Amid Improving Life Expectancy Rates, Risk of Premature Death is Still Significant for Americans, New Study Shows
9. Primary biliary cirrhosis more severe in African-American and Hispanic patients
10. AOA President Calls on Congress to Reauthorize SCHIP and Take Action to Ensure Health Care Coverage for All Americans
11. American Chemical Societys Weekly Presspac -- Sept. 5, 2007
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:5/2/2016)... ... 2016 , ... Dr. Rassouli, dentist in Orange County, CA comments ... research, which was published in the “Journal of the American Geriatrics Society,” more than ... Americans have Alzheimer’s disease. The study found that dental problems may increase the risk ...
(Date:5/2/2016)... ... , ... According to an American Psychological Association article, the Centers ... the age of 18. Of those who survive, many still face effects as they ... In her new book, Lyah! Lyah! Pants on Fyah!, she shares stories from women ...
(Date:5/2/2016)... ... May 02, 2016 , ... A research team, ... groundbreaking studies that determined that the adjustability and adaptability of pediatric support surfaces ... of pressure injuries, which are now referred to as “pressure injuries” by the ...
(Date:5/2/2016)... ... May 02, 2016 , ... MedaCheck, a ... and quality outcomes, has announced its partnership with GrandView Health Services. , With ... over the counter and prescription drug pharmacy services to thousands of residents. Serving ...
(Date:5/2/2016)... ... May 02, 2016 , ... One of Hollywood’s best kept ... Dermatology Surgery & Laser Center, in Milford, Penn. “Patients with busy lives want noninvasive ... fat treated and go home or back to work without having to wear recovery ...
Breaking Medicine News(10 mins):
(Date:4/29/2016)... , April 29, 2016 Automation ... science laboratory due to the growing demands for productivity ... technology, contemporary automated systems are already adept of a ... slow, tedious and manual labor. Instrumentation continues to evolve, ... even conceivable just a few years ago. Originally used ...
(Date:4/28/2016)... 2016  Marking its one year anniversary since ... cancer risk test, Color Genomics announced ... highly impact the most common hereditary cancers affecting ... Test analyzes hereditary cancer risks for breast, colorectal, ... The Color Test is physician ordered and includes ...
(Date:4/28/2016)... 2016 , Net Sales of $1.90 billion ... the prior year period, and an increase of 1.2% on ... EPS for the first quarter were $0.52 reported, a decrease ... an increase of 29.9% over the prior year period ... guidance for 2016 Zimmer Biomet Holdings, Inc. (NYSE ...
Breaking Medicine Technology: