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March of Dimes Delivers a New Look
Date:1/15/2008

National Leader in Pregnancy and Baby Health Updates Image to Signal Commitment to Health of All Babies

WHITE PLAINS, N.Y., Jan. 15 /PRNewswire-USNewswire/ -- The March of Dimes today unveils a new marketing campaign focused on the health of all babies - those born healthy as well as those who need help to survive and thrive. The effort includes a new logo and color scheme; a new public service announcement (PSA) campaign including print, television, radio, and outdoor; new and refreshed Web sites; and redesigned printed materials.

Additionally, the March of Dimes today changes the name of its signature fundraising event, WalkAmerica, to March for Babies. The new name makes a clear connection to what the March of Dimes is all about - the health of babies, says the organization's President, Dr. Jennifer L. Howse.

"The name of our event has changed, but our mission to improve the health of babies stays the same," Dr. Howse says. "Premature birth is the leading cause of newborn death and we are committed to reducing its toll. By re-positioning our organization to engage more people, and educating more pregnant women and moms about healthy babies, we hope to reach that goal much sooner."

Today the March of Dimes also introduced MarchofDimesBaby.org, a new doorway to its Web site that allows visitors to quickly see the most frequently asked questions and answers about pregnancy and baby health. Dr. Howse says the March of Dimes is aiming to be the number one resource for pregnant women and moms seeking information and answers on pre-conception, pregnancy, and baby health.

The March of Dimes hired Kansas City-based Barkley, the largest employee-owned advertising agency in the United States., to assist with the re-branding effort.

"Our new look is designed to pull people in with an unexpected approach or intriguing image," Dr. Howse says. "The public service advertising voice is more intimate and friendly, and we
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SOURCE March of Dimes
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