Monday, February 2, 2009

ABC Daytime Teams Up With Campbell's Soup

ABC Daytime and Campbell Soup Company announced a four-show integration to help raise awareness of women's heart health in February. This remarkable advertising program, which involve all three of ABC Daytime's platforms, including the network, cable channel SOAPnet and online site, further extends Campbell's support of the American Heart Association's Go Red For Women movement to raise awareness of heart disease in women.

Heart health themes will be featured on the popular talk show "The View" and be an integral part of featured storylines on each of the three dramas throughout the month. A cause-related marketing campaign featuring ABC Daytime talent will air on ABC and SOAPnet in conjunction with the integrations. The overall deal was brokered by Mediaedge:cia and developed through ABC Sales' Integrated Marketing and Promotion division.

"Heart disease remains the number one killer of women today and we owe it to our viewers to raise awareness of the disease in hopes of combating it. Our partnership with Campbell is ideal as it enables us to entertain and educate our viewers at the same time," said Brian Frons, president, Daytime, Disney-ABC Television Group. "Last year marked the first time ABC had integrated one advertiser's initiative into an entire daypart, and we are thrilled that they found the partnership so successful that they are continuing it for a second year. Campbell's recognizes our ability to reach millions of women every day and, with exclusive storylines and product integrations, we help them in their effort to encourage women to make heart health lifestyle choices."

"ABC Daytime delivered a strategic media solution to Campbell's heart health marketing objective and we are thrilled to see all four daytime shows working in unison to support this very important initiative," said Mike Shaw, president, Sales and Marketing, ABC Television Network.

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"Partnering with ABC Daytime has proven to be an impactful way to connect with women and to help educate them about the importance of living a heart-healthy lifestyle," said Colleen Milway, Global Media director at Campbell Soup Company. "This integration has helped Campbell in our efforts to support the American Heart Association's Go Red For Women movement and to help raise awareness of heart health."

"Based on the success of last year's program, we were eager to continue the partnership with ABC Daytime for a second year. The partnership will continue to create awareness about heart health for women and demonstrate Campbell's commitment to this important cause," said Christine Tiranno, director of National Broadcast, Mediaedge:cia (MEC). MEC is Campbell's communications planning and implementation agency.

The execution of the initiative will be unique to each ABC Daytime property:

Kicking off the event on February 1, will host an auction of 10 items used by the cast during the heart healthy episodes of the three soaps, including wardrobe and props. All proceeds of the auction will benefit the American Heart Association. A limited edition ABC, Campbell's and American Heart Association tote bag also will be created and available for purchase at ABC Daytime will make a donation to the American Heart Association from the tote bag sales.

On February 11, THE VIEW will welcome Campbell's AdDress Your Heart spokesperson and heart health advocate, actress Jane Krakowski. Krakowski will reveal which Campbell red dress, created by renowned designer Nicole Miller, was selected by visitors to for her to wear to a heart month gala. People can help to select this year's dress by voting on the website through Friday, February 6. Each vote will trigger a $1 donation from Campbell to the American Heart Association (up to $275,000).

ALL MY CHILDREN will open a Cardiac Wing of the Hospital in memory of Babe, and Campbell will be featured as the in-show sponsor of the luncheon celebrating the new addition to the hospital. The characters will be wearing Nicole Miller red dresses and one of the dresses will be part of the online auction.

ONE LIFE TO LIVE will feature characters Viki Davidson and Dorian Lord once again putting their differences aside in order to co-host the second annual "Go Red Ball" on Valentine's Day, sponsored by Campbell. The ball will raise awareness for the Go Red For Women movement, a cause important to Viki, who has a history of heart disease. The ball begins on February 12.

GENERAL HOSPITAL will pay tribute to the BJ/Maxie heart transplant story, one of its most famous. Additionally Maxie, the heart transplant recipient of the famous story, is at the center of GENERAL HOSPITAL's focus. Crimson, the fashion magazine she works for, is donating a trademark dress to be worn at a Go Red gala in NYC, but a problem develops with the model and Maxie steps in to save the day.

During the month, each of the daytime dramas also will air interstitials featuring ABC Daytime talent delivering heart-healthy messages and encouraging people to visit or for more important health information. SOAPnet also will air these heart-healthy messages within their "Cause a Scene" prosocial initiative.

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