Document G5DN4MywKLzyKKwyR25r5rz1N

ADVERTISING CONSULTANTS V Wp'iS LEAD INDUSTRIES ASSOCIATION, INC. LEAD POISONING TELEVISION CAMPAIGN MARCH 1973 LIA-76347 a?f-3S60 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 tiie danger of lead poisoning, how to prevent it and what should be done to reverse the process once it has been contracted. Pew 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 BOAftLS 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" 30 Second TV Lend Industries. Association^, Run: 1973 AUDIO VIDEO 1. PICA is an unnatural craving 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. ' 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. 4. Warn anyone who takes care of your children. Children with lead poisoning are irritable, tired and sleepy. They vomit and have convulsions. 5. Lead poisoning can cause death or permanent brain damage. The tricky danger is that some child ren show no symptoms at all. 6. Home remedies won't help your child. Lead poisoning can only be cured if found early and treated promptly. 7. (SUPER) LEAD INDUSTRIES ASSOCIATION, INC. (VO) This message is brought to you as a public service by the Lead Industries Association, Inc. Pop-on Diamond burst, From 2 to 3 Hold. Cross dissolve to 3. Hold, Open on a 2 field. Pull back to 11 field. Hold. Cut from 3 to 4. From 11 field. Zoom in 3 . field center. Cut to 5. Hold. 11 field. Start a right to left pulling child face.. Hold. Cut to 6. Hold. Cross to 7. Hold. Cut to 8. Hold. 1 foot Fade-out. LIA-76353 c MEDIA c: /\ LIA-76354 LIA-76355 RECOMMENDED T.V. STATIONS 1. Greater New York City Area Network:ABC-Channel 7 NBC-Channel 4- . u3S-uhannei 2 " ' 7 Tapes ' Independent/Local Channel Cnannel Channel 11 9 Educational Channel 13: 2. Buffalo Area \ " WBEN (CBS) . WGR (NBC) WKBW (ABC) ' ' .WUTU \ '.','4. Tapes 3. Rochester Area WHEC (CBS) WOKR (ABC) WROC (NBC)- . ,.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) . LIA-76356 TOTAL 20 tapes M SiL- UM Program Director ABC Television 1330 Ave. of the Americas New York, New York Program Director NBC Television 30 Rockerfeller Plaza New York, New York Program Director CBS Television | SI 52nd Street j New York, New York 10019 Program Director Channel 11 Television 220 E. 42nd Street New York, N.Y. 10017 Suite 10 V,-. t-A iv Program Director ...Y Channel 9 Television ! 1481 Broadway ^ New York, New York 100181* Program Director WSEN Television 2077 Elmwood Avenue Buffalo, N.Y. 14207 Program Director WTEN Television Albany Television, Inc. Box 10 Albany, N.Y. 12201 ; :i Pi Program Director Channel 5 Television 20S East 67th Street New York, New York 10021 .i ;.4 Program Director WGR Television 1S4 Barton Street New York, N.Y. 14213 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 Program Director WKBW Television 1420 Main Street Buffalo, N.Y. 14209 i Program Director WO'TV Television 9S1 Whitehaven Road I Grand Island, N.Y.- 14072 Program Director WHEC Television 191 East Avenue Rochester, N.Y. 14604 Program Director W0KR Television 4225 W. Henrietta Rd. Rochester, N.Y. 14623 n Program Director WROC Television WROC Broadcast Center Rochester, N.Y. 14610 Program Director A WAST Television Box 4035 Albany, N.Y. 12204 l .1 Program Director WHEN Television 980 James Street Syracuse, N.Y. 13203 r..v>i Program Director WNYS Television ' WNYS-T.V., Box 9 Syracuse, N.Y. 13214 ij Program Director WSYR Television 1030 James Street Syracuse, N.Y. 13203 V.. v" v<' >,, .> -7- A' ` ` A. VI `' i . . < " ' * * Pi>.vV 'v,.*.- "... . V \ <. , . -j' -'/f- ,*/ *. ' . . >,. .i .v'. : .* >. . -r.' . /;. V,. y' V4^ ;V .I,.*' ^ . *. .`i.' *' * *-r* '-y 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 ID ( ADVERTISING CONSULTANTS 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. u. 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 Client 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 Ilf 43 O m._____ ,, t 8 . \t___ i. Efl \f /BnranBQ 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