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October 3, 2007
Television Public Services Announcements
Again Garner Creative Excellence Awards
By Gary Wosk, Staff Writer
Two 30 second television public service announcements created by The ALS Association to raise awareness about the Walk to Defeat ALSTM and its aggressive ALS drug discovery program have each won the prestigious Telly Award.
More than 13,000 entries from all 50 states and five continents were judged at the 28th annual Telly Awards. The Association’s PSAs won in the categories of “Regional TV/Multi-market Cable Not for Profit” and “Regional TV/Multi-market Health and Wellness.”
“ALS Can Strike Anyone: Join the Walk to Defeat ALSTM” and “TREAT ALS: Discovering New Drugs for Lou Gehrig’s Disease” are the third and fourth PSAs created by The Association to receive Telly Awards in the last three years. The other PSAs were “Lighting the Way” with Boston Red Sox pitcher Curt Schilling and “Keep Hope Alive” with internationally respected physician and researcher Dr. Richard Olney, who treated people with ALS for many years and was diagnosed with ALS in 2004. Overall, The Association has won seven Tellys.
Filmed in Alabama, the Walk to Defeat ALSTM PSA features Eric Obermann, 25, who has ALS, his parents Marcia and Stuart and his sister Lauren. The drug discovery PSA features Eric Obermann and Lucie Bruijn, Ph.D., science director and a vice president of The Association.
Both PSAs were produced by Randy Bergman of RNB Communications, directed by John Denlinger of the Blackstone Media Group, filmed by Byron Werner, written by Gregory M. Vogel and edited by Art Riddle and Merit Andrew.
“We did not set out to start an awards dynasty but by partnering with some of the best creative minds in the in field, the result has been a long string of critical acclaim,” said Jeff Snyder, the vice president of communications of The Association. “We are proud of their hard work and dedication to making the most effective public service announcements possible. We believe these public service announcements have helped build support for the mission of The ALS Association.”
Producing and directing PSAs for an organization such as The Association is a balancing act.
“It’s always challenging to condense information about the complexity of ALS to tell a patient’s personal story in 30 compelling, quality seconds for television,” said Bergman, the president of RNB Communications. “We also feel a tremendous sense of responsibility to be as efficient as possible during the taping process because we know we are disrupting the lives of a patient and his or her loved ones. Yet, while doing our best to be respectful and unobtrusive, we must also satisfy strict production requirements.”
Equally important as earning the respect of its peers has been a non-stop effort to have the PSAs aired on national cable networks and national television networks affiliates.
“These awards are a testament to The ALS Association and its commitment to reach as wide an audience as possible with high-quality, powerful stories that garner attention and build awareness in the fight against Lou Gehrig’s Disease,” Bergman said.
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Dr. Lucie Bruijn (R) is the science director and
vice president of The ALS Association. | “ALS Can Strike Anyone: Join the Walk to D’Feet ALS” has aired nearly 564 times and reached an audience of more than 123 million people. The PSA has aired on A&E, Biography Channel, History Channel, History International Channel, International Film Channel, USA Network, ION Network, ION Network affiliates, ABC affiliates, NBC affiliates, CBS affiliates and FOX affiliates.
“TREAT ALS: Discovering New Drugs for Lou Gehrig’s Disease” has aired 240 times and reached an audience of more than 114 million people. The PSA has aired on Cable News Network, Discovery Health Channel and ION Network affiliates.
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