It started with PHA’s public service announcements (PSAs), which Steve put together on a shoe string budget and a Tom Lantos Innovation in Community Service Award. Through our PSA Media Blitz, those PSAs have now been delivered to more than 11,500 TV and radio stations across the country. Each day, new stations and networks are saying “yes” to airing our PSAs while celebrities are sharing our stories.
“I wanted to do something so that more people know about this disease,” says Steve. “The PSAs have taken off and now we can do even more.”
Steve’s vision and determination have thrust our PSA program onto the national stage by creating relationships with Fox Networks Group, Fox Hispanic Networks, CBS, Radio Disney, Hulu, Univision, Telemundo, ESPN, Warner Bros. Records, and Universal Sports Network as well as engaging celebrity supporters – Michael Buble, Laura Dern, Florence Henderson, Courteney Cox and others. This is broadening our audience at an exponential rate, quickly moving the conversation from “What is PH?” to “I’ve heard of that disease… I saw it during the game last night!”
But it doesn’t end there. Marie Mascia-Rand, Director of Community Engagement for PHA's Greater New York and Philadelphia Chapter, has leveraged her connections and relationships in the New York City area to create some amazing exposure for PHA. Because of her efforts, PHA’s PSAs have aired on the TVs in New York City taxicabs – yielding nearly one million impressions during a recent two-week run. And in November, you’ll see our newly branded PHAware PSA Campaign appear in Philadelphia taxicabs, on the largest video screen in the world – the NASDAQ building in Times Square, and in a new print campaign on New York City taxicab toppers. Her passion for this project comes from her own experience as a caregiver, having lost her daughter Chloe to the disease.
So what is PHAware?
PHAware’s goal is to elevate and leverage PHA’s mission and messaging to the general public, news media and potential donors who are becoming aware of PHA through our ongoing PSA Media Blitz.
PHA’s grassroots media campaign (formerly the PHAware Campaign) is now called the Media Action Network. The name change is part of this exciting new opportunity to launch PHAware.org as a resource for those who hear about PH through PHA’s public service announcements, cab toppers and other public awareness efforts.
To celebrate this new PHAware, we are developing a new website and a social media portal to quickly connect to all our outward facing media messaging. PHAware.org will officially launch Oct. 15 – just in time for Awareness Month! In the meantime, you can go to the website to get a sneak peek of what’s to come, and be sure to:
- “Like” us on Facebook
- Follow us on Twitter and Instagram @PHAware
- Use the #PHAware hashtag and post inspirational stories on your own social media sites
- Share this information and invite everyone to help heighten PH awareness
And this is only the beginning. We see our PHAware messaging reaching pharmacies, supermarket checkouts, gas station TVs, ATMs, hospital and pediatrician TVs, sport arena jumbotrons, billboards and beyond. This exposure will allow us to tell patient stories in ways never before imagined. This opportunity will be the catalyst to create a greater impact on the discourse of healthcare and disease prevention in this country.
As the momentum continues to build, we encourage you to be a part of the campaign. Make calls to TV and radio stations and encourage them to play our PSAs.
Visit www.PHAssociation.org/PSAs for call scripts, a how-to webinar and step-by-step instructions.
Contact ProjectPSA@PHAssociation.org for a list of stations in your area.
Go to PHAware.org to see how we are telling the PH story.
Like us on Facebook
Read about us on Twitter and Instagram. @PHAware
And look for us in Times Square in November!
Rare to everywhere indeed.