Mary Elizabeth Hurn – February 17, 2010
The nonprofit Asthma and Allergy Foundation of America (AAFA)launched a PSA-centered effort to raise awareness of the two main causes of asthma, airway constriction and inflammation, on February 16. The campaign, which has financial and editorial support from pharmaceutical giant GlaxoSmithKline, features TV spots, a microsite, e-mail newsletters and social media.
The TV ads are running on NBC during the Olympic Winter Games in Vancouver. The 30- and 60-second TV spots drive consumers to a microsite, asthma.com, which is run by Glaxo. The site has resources from the AAFA and links to the organization’s homepage.
Angel Waldron, marketing and communications manager at the AAFA, said the nonprofit has used direct mail newsletters and e-mail in past efforts, but the PSA is a new channel for the group. (more…)