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Case Study MultiVu’s Public Service Announcement Educates Public on Abuse of Inhalants by Children Ages 12-17
Overview
The National Inhalant Prevention Coalition and their PR agency, R&J Public Relations, launched a campaign in March 2006 to raise awareness about a new ‘drug’ that is fast becoming one of the most widespread problems among children age 12-17 in this country – the intentional breathing of gas or vapors from household products to get high – known commonly as ‘huffing’. The campaign, which launched during National Inhalants & Poisons Awareness Week, March 19-25, incorporated numerous broadcast PR tools, produced by MultiVu, PR Newswire’s broadcast and multimedia company. These tools included a public service announcement, video news release, satellite media tour, an audio news release and a multimedia news release.
Challenge
To raise awareness through the use of broadcast media about the deadly abuse of inhalants among children ages 12-17.
Target Audience
Broadcast media to reach parents of/and junior high school to high school age children across America.
Solution
Jeff Williams, a police officer from Cleveland, OH, who had lost his son Kyle to inhalant abuse a year earlier, had contacted the National Inhalant Prevention Coalition to offer his support in their efforts to eradicate the recreational use of these deadly toxins. Because of his first-hand experience of the devastation caused by this growing trend, Jeff became the spokesperson for the broadcast media campaign. MultiVu scripted the public service announcement and interviewed Jeff. MultiVu distributed the public service announcement on March 20 to television stations around the country.
Results
The public service announcement is still in rotation, but as of February 28 it had reached 19 million people.
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