Document 3e5vOodMz9aJvK1QdMwG3NKdO

ADVERTISING CONSULTANTS v / c-V5 LEAD INDUSTRIES ASSOCIATION, INC. LEAD POISONING TELEVISION CAMPAIGN MARCH 1973 LIA-76347 CONTENTS 1. Campaign Rationale 2. Television 3. Lead Poisoning 60 Second TV 30 Second TV 4. Media Recommended TV Stations Distribution List 5. Cost Estimate 6. Client Agency Agreement ( LIA-76348 CAMPAIGN RATIONALE There is a great deal of emphasis on informing and educating the poor and the disadvantaged as to how they can best negotiate their immediate surroundings. The following "PICA" TV campaign is designed to make the target audience (Blacks and Puerto Ricans) aware of the danger of lead poisoning, how to prevent it and what should be done to reverse the process once it has been contracted. Few poor people have ever heard of PICA, and only recently has any real attention been given to lead poisoning and its symptoms. The following PICA campaign addresses itself to all of these problems and offers solutions. TELEVISION Since all television announcements will be aired through "public service" programming it is imperative that they engender maximum audience response. Public service announce ments are usually aired during "off hours." With the recent attention being given to Lead Poisoning, it is quite probable that the announcements will receive some "prime time" airings, particularly on Blacks and Spanish oriented stations. STORY BOARDS ARE ENCLOSED LIA-76350 "Lead Poisoning" 60 Second TV AUDIO 1. Lead poisoning is a man-made disease and therefore it can be completely controlled. 2. The problem is not going to be solved by relocation. Most of the victims of lead-poisoning cannot afford to move. 3. They are usually children of poor families under six years old. 85% of them are from 1 to 3. 4. All children put things in their mouths. Poor children, who get the least of everything, have an unnatural craving for non-food things. 5. Its' called PICA and it leads to lead-poisoning. 6. Children get lead-poisoning by eating or chewing on paint chips or things painted with lead-based paints. 7. There are things you can do to prevent lead poisoning. Look around and where ever you see peeling paint, scrape the sur faces and sweep it away. 8. Warn anyone who takes care of your children. Children with lead poisoning are irritable, tired and sleepy. They vomit and have con vulsions. 9. Lead poisoning can cause death or permanent brain damage. The tricky . danger is that some children show no symptoms at all. Lead Industries Association Run: 1973 VIDEO 1 foot fade-in. Hold . Cut to 2. Hold. Cut to 3. Hold. Cut to 4. Hold. 4 to 5 cross dissolve. From 5 to 6 Hold. Cross dissolve to 6. Hold. Open on a 2 field. Pull back to 11 field. Hold. Cut from 6 to 7. From 11 field. Zoom in 6 field center. Cut to 8. Hold. 11 field. Start a right to left pullir child face. Hold. Cut to 9. Hold. LIA-76351 "Lead Poisoning" 60 Second TV Lead Industries Association Run: 1973 AUDIO 10. Home remedies won't help your child. Lead poisoning can only be cured if found early and treated promptly. 11. (SUPER) LEAD INDUSTRIES ASSOCIATION, INC. (VO) This message is brought to you as a public service by the Lead Industries Association, Inc. VIDEO Cross to 10. Hold. Cut to 11. Hold. 1 fot Fade-out. LIA-76352 "Lead Poisoning"Lead Industries. Association^.-. 30 Second TV Run: 1973 . AUDIO VIDEO 1. PICA is an unnatural craving . Pop-on Diamond burst, for non-food items. It causes children to put things in their mouths... that leads ( ' . to lead poisoningl . . 2. .. ' Children get lead-poisoning by eating or chewing on paint chips or things painted with lead-based paints. From 2 to 3 Hold. Cross . dissolve to 3. Hold. Open on a 2 field. Pull back to 11 field. Hold. 3. There are things you can do to prevent lead poisoning. , Look around and where ever you see peeling paint, scrape the surfaces and sweep it away. Cut from 3 to 4. From 11 field. Zoom in 3 ' . field center. 4. Warn anyone who takes care of your children. Children with lead poisoning are irritable, tired and sleepy. They vomit and have convulsions. Cut to 5. Hold. 11 field. Start a right to left pulling child face.. Hold. 5. Lead poisoning can cause death or permanent brain damage. The tricky danger is that some child ren show no symptoms at all. Cut to 6. Hold. 6. Home remedies won't help your child. Lead poisoning can only be cured if found early and treated promptly. Cross to 7. Hold. 7. (SUPER) LEAD INDUSTRIES ASSOCIATION, INC. (VO) This message is brought to you as a . public service by the Lead Industries Association, Inc. . . . Cut to 8. Hold. 1 foot Fade-out. . LIA-76353 MEDIA LIA-76354 LIA -76355 > <1 Buffalo Region Syracuse Region p--'1--1 A O * Slate Health Region Boundary REGIONS ALBANY -Stole Me of lii District Boundary BUFF At.O (Full-time City Health Units cxclluded) ROCHESTER Regional Office 5 SYRACUSE - District Office - 7 - Full-time City Health Unit - 4 WHITE PLAINS TOTAL.. . mm -County Health Deportment - 29 i NEW YORK CITY NEW YORK STATE POP. v 1,300,879 1,675,346 1,185,776 1,723,116 4,290,738 10.180,905 8,110,000 18,290,905* Excl'jJrS 1.1 O S E`J .'ic.iol dl r 1 . icl fopu Li .Ten - CO'j.nr a l g ;:iy C.JOOM CATTARA CAYUGA CHAU VAC c ;(E;*.ij ::g CLINTON COLUMBI CORTLAN OUTGUES ERIE GENESEE LlYINGST MOMROE NASSAU NIAGARA ON Oil DA G ORANGE ORLEANS PUTNAM RENSSEL ROCKLAN SCHOHAR SENECA SUFFOLK TOMPKIN ULSTER WESTCHE WYOMING FULL-TIME HEW ROC HEW YOR 5CIIENEC UTICA DISTRIC r O GENEVA g l e n s FA JOHNSTOW ONFOMTA SARANAC UTICA WATERTO OTHER ALLEGAN DEACON TIOGA CO Bracon C. service* provide by White Plains Region lO.'.'G ISLAND sore O.I U (\ A t ' llliiill!IIIIIII'L11' 'jzr .(n'jEt:(S/...si,1J// AllANhC OC( nines f D'SO-z RiC;:.-:c:ca RECOMMENDED T.V. STATIONS 1. Greater New York City Area Network:ABC-Channel 7 . NBC-Channel 4- . '' ' C3S-Channel 2 " ' 7 Tapes ' . ': Independent/Local ' ' Channel 11 : Channel 9 Channel S. Educational . . . Channel 13. 2. Buffalo Area . .'. -' ' WBEN (CBS) . " ' WGR (NBC) .. WKBW (ABC) ' . ' ' .WUTU k'jj.. Tapes ' . ' '' , 3. Rochester Area '. . - WHEC (CBS) ' . WOKR (ABC) WROC (SBC)- 3 Tapes 4. Syracuse Area WHEN (CBS) WNYS (ABC) WSYR (NBC) 3 Tapes 5. Albany/Schenectady/Troy Area 3 Tapes WAST (ABC)' - WRCB (NBC) ' ; WTEN (CBS) . ; : . , -' TOTAL .. LIA-76356 . 20 tapes 1 -J Program Director ABC Television 1330 Ave. of the Americas r> i New York, New York \ J Program Director lu-, Channel 11 Television 220 E. 42nd Street t-A New York, N.Y. 10017 Suite 10 Program Director ...Y Channel 9 Television I 1481 Broadway ^ New York, New York 100181 ", Program Director NBC Television 30 Rockerfeller Plaza New York, New York | j ! j Program Director WTEN Television Albany Television, Inc. Box 10 Albany, N.Y. 12201 . ; :l r- * fi Program Director Channel 5 Television 20S East 67th Street New York, New York 10021 Program Director CBS Television SI 52nd Street New York, New York 10014 Program Director WRGB Television 1400 Balltown Road Schenectady, N.Y. 203C9 Program Director Channel 13 Television 304 West S8th Street New.York, N.Y. 10019 .-o Program Director WEEN Television 2077 Elmwood Avenue Buffalo, N.Y. 14207 Program Director WGR Television 1S4 Barton Street l < New York, N.Y. 14213 Program Director . WKBW Television 1420 Main Street Buffalo, N.Y. 14209 i Program Director WUTV Television 9S1 Whitehaven Road Grand Island, N.Y.- 14072 Program Director WHEC Television 191 East Avenue Rochester, N.Y. 14604 Program Director U WAST Television Box 4035 Albany, N.Y. 12204 .1 Program Director W0KR Television 4225 W. Henrietta Rd. Rochester, N.Y. 14623 Program Director WNYS Television ' WNYS-T.V., Box 9 Syracuse, N.Y. 13214 Program Director WROC Television WROC Broadcast Center i>1 Rochester, N.Y. 14610 !! ! " ? Program Director u WSYR Television 1030 James Street Syracuse, N.Y. 13203 Program Director WHEN Television I '-I 980 James Street Syracuse, N.Y. 13203 I Il A v.p- ' A. :>v v/,- ,V' '-v ,,y . f- , /- ^ .V`- \ty A - A,. `v4, V ,v V .A ' r. V 1 , >, ' , . v*'1 . I,v: \ A . > ,, v- \, A'- > " 'Y. V- .r . . x, i ,u' 'vr < > ? I A' " ! 'V'-'- 1 V i A ,v 7 ,.V'^ .. .,,V .V ' vA v- *S. .*v ' h v" V'J, }!' / . ' ' ` '* LIA-76357 . - ' DOCUMENTARY* 16mm SUBJECT: TECHNIQUE: LENGTH: MUSIC: TALENT: COLOR: LOCATION: PRODUCTION TIME: *COST: SPECIFICATIONS FOR LEAD POISIONING PREVENTION FILM Live Action 1 60 second spot; 1 30 second spot Original and Stock music Documentation and Narrator Films are in color New York City - Twin City Area 3 months to answer print $15,000.00 to be negotiated * The above cost estimate affords us a sound financial base to produce an effective, top-flite professional film on lead poisoning prevention. The above figure can certainly be negotiated either way, if it does not accomodate the Lead Industries Association's budgetal program. LIA-76358 nT | Ii< ( ij |j ^j L UL ADVERTISING CONSULTANTS A, V CLIENT AGENCY AGREEMENT This agreement is made and entered into by and between Lead Industries Association, Inc., hereinafter referred to as the "Client," and PHAT Advertising Consultants, Inc., hereinafter referred to as the "Agency." 1. The Agency will prepare and submit to the Client for approval, all advertising and production plans end schedules for the production of the radio and television campaign for Lead Poisoning. 2. The Agency agrees to produce and deliver to the Client one (1) 60-second full-color television commercial and one (1) 30-second full-color tele vision commercial. 3. The c'lient will pay the Agency an agreed upon fee of Fifteen Thousand Dollars ($15,000.00), payable in the following manner: $6,000 on signing of contract and $9,000 on approval of interlock. 4. All materials relative to the performance of the obligations outlined above become the property of the Client. The Agency will treat all infor mation relative to the above in a confidential manner and not release any of such information or materials to other than authorized client personnel without prior consent to the Client. C <r no. i a,_____ .. /rab _ LIA-76359 Page 2 of 2 Target date for completion will be mutually agreed upon. Our respective signatures hereto will consti tute the foregoing as a binding agreement between us. Date 1973 Date: 197 3 By President PHAT Advertising Consultants, Inc. By___________________________ . LEAD INDUSTRIES ASSOCIATION, INCORPORATED LIA-76360