Marlee Matlin Helps Easter Seals Call All Angels

Marlee Matlin Helps Easter Seals Call All Angels

Created With Campbell Mithun, 'Be an Angel of Change' Print, TV and Radio Campaign Speaks With a New Voice About the 85-Year-Strong Brand

CHICAGO, April 5 /PRNewswire/ -- With advertising agency Campbell Mithun in Minneapolis, Easter Seals shares an innovative approach to non-profit communications with the launch of the "Be an Angel of Change" campaign, featuring famed actress Marlee Matlin. The 85-year-strong organization, with a brand valued at $5.12 billion*, hopes to better distinguish itself and connect with consumers in an increasingly crowded non-profit marketplace.

"For the first time, we're sharing our story not from our point-of-view or heavy facts and figures, but through a younger, relevant and informed storyteller," said Jeanne Sowa, senior vice president, marketing and corporate relations, Easter Seals. "The campaign is, at the end of the day, the words and experiences of donors and volunteers. These are our 'contemporary angels' that eloquently and poetically express their true motivations for giving."

Rooted in Research: Consumers Just "Feel Good about Giving"

Over eighteen months, Easter Seals, through one-on-one research and Internet surveys to philanthropically-minded consumers, gauged awareness of the organization and its mission. Working with Campbell Mithun and BrandTrust, a brand consulting agency in Chicago, Easter Seals found consumers have an emotional connection to personal giving and volunteer involvement centered around three themes. Respondents give because it: "just makes [me] feel good," [I] "feel blessed" and "life doesn't come with any guarantees." Respondents also shared that giving affirms a sense of being "good."

"Our own angels, from corporate partners to the general public, are thrilled with the message and literally being a part of it, helping to create new energy for the Easter Seals brand," said James E. Williams, Jr., president and chief executive officer, Easter Seals.

The campaign directs viewers to http://www.easterseals.com/ to share personal stories about an angel in their own lives or to learn how to help change the lives of people living with disabilities -- and become an angel of change. "It's quick and easy, yet powerful in its ability to illustrate that anyone can change lives," said Joe Stefanson, Associative Creative Director, Campbell Mithun.

"Easter Seals is a brand that has led the non-profit world on so many levels and this unique approach to communication proudly continues that tradition," said Jack Rooney, chief executive officer, Campbell Mithun. "We are thrilled to lend a hand to this meaningful effort."

About Easter Seals

Easter Seals provides exceptional services that offer people living with disabilities hope, help and independence. It's what Easter Seals has done for more than 85 years, and its work is far from complete:

-- Nearly 54 million Americans have a disability.
-- Some 6 million schoolchildren have disabilities; many will never
finish high school.
-- The unemployment rate among adults with disabilities is nearly 12
times the national average.
-- Approximately 80 million Americans are caregivers-most for their
children and/or aging parents.
-- As a group, people with disabilities are often unable to access the
services and support they need to live everyday lives.

Our primary services -- medical rehabilitation, job training and employment, child care, adult day services, and camping and recreation -- benefit 1.3 million individuals with disabilities and their families each year through more than 550 centers nationwide. See great stories at http://www.easterseals.com/ .

About Campbell Mithun

Since 1987, Campbell Mithun has provided more than $7 million in pro-bono creative work for Easter Seals, developing many award-winning public service campaigns that have been key to changing attitudes about people with disabilities. And Campbell Mithun has been instrumental in crafting Easter Seals logo and brand imagery.

Campbell Mithun is a national marketing communications agency with headquarters in Minneapolis, and additional offices in New York and Irvine, Calif. Since its founding in 1933, the agency has served a roster of blue-chip clients including Andersen Windows, Burger King, General Mills, H&R Block and Verizon Wireless. Campbell Mithun is one of the Interpublic Group of Companies. Additional information about the agency can be found on the Web at http://www.campbellmithun.com/.

*As valued by Vivaldi Partners, 2004

Source: Easter Seals

CONTACT: Kristen Barnfield of Easter Seals, +1-312-551-7147, or
kbarnfield@easterseals.com ; or Lisa Greenberg of Campbell Mithun,
+1-612-347-1578, or lgreenberg@cmithun.com

Web site: http://www.easterseals.com/
http://www.campbellmithun.com/

-------
Profile: intent