June 6, 2002

On MDA'S ‘Champion' Public Service Announcement Campaign

In order to ensure the continuance of public support for our life-enhancing programs in research, health care services and summer camp, it's incumbent upon all of us at MDA to spread awareness and understanding of the urgency of fighting the more than 40 neuromuscular diseases in MDA's program.

Decades ago MDA succeeded in establishing "muscular dystrophy" as a phrase recognizable in households across America. But without further vigilant efforts to reinforce the serious nature of muscle-wasting disorders in the perceptions of the public, we would inevitably see an erosion in the vital support we rely upon for the administration of our programs.

That's why in recent weeks MDA has launched a multi-media public information campaign, tied to the theme of "champions." We turned for inspiration to the words of our 11-year-old National Goodwill Ambassador from Upper Marlboro, Md., Mattie Stepanek. Mattie is the young writing prodigy whose three "Heartsongs" books have made their mark on the New York Times best-seller lists, captivating readers nationwide with their inspirational power and life-affirming message.

Mattie can be seen reading lines from his poem "On Being a Champion" in MDA's new series of television public service announcements (PSAs), airing on TV stations and cable systems nationwide. The focus is on research and the importance of saving the lives of individuals like Mattie who live like champions in the face of progressive neuromuscular diseases.

As Mattie says in the brief message, "A champion never gives up."

Viewers are urged to call MDA's 800 number information line or to go to this Web site to learn more. MDA National Vice President Casey Kasem, who possesses one of the most recognizable voices in broadcasting, provides narration for the three PSAs, which appear in 60-, 30- and 15-second versions.

To view the 60- or 30-second version of the Mattie TV PSA, go to MDA's Mattie Stepanek page and click on the appropriate link.

Audio only versions of the 60- and 30-second spots have also been supplied to radio stations nationwide.

In addition, MDA has launched a series of print PSAs, to be published in newspapers and magazines nationwide. Mattie and a series of other individuals affected by neuromuscular diseases are pictured, with accompanying copy that reflects the champion theme.

Check out our Print PSA page to view this effective array of announcements.

Perhaps the single most effective and dramatic way to impress upon the public the reality of neuromuscular diseases is through our video profiles relating the stories of families and individuals served by our Association. These 3½-minute segments air on the Jerry Lewis MDA Telethon and provide the most emotionally powerful content of the 21½-hour marathon broadcast.

Currently, a whole new batch of profiles is in production, featuring individuals across the country affected by various neuromuscular diseases, including a new in-depth profile of Mattie Stepanek. This new segment will go behind the poetry to undercover the physical and emotional challenges faced by Mattie and his mom, Jeni, on a daily basis.

No one can really stand in another person's shoes. But through effective information campaigns, MDA can go a long way toward helping the public understand the enormity of the challenges presented by neuromuscular diseases. That increased awareness can only fortify us in our ability to carry out MDA's mission to make life better for families fighting these progressive disorders.

With every best wish…

The Ross Report Archive