Creative Brief
M.D.A Telethon
Daniel Garritsen
2009
I

Table of Contents
Pages
Contents
1
1 Project Description
2
2 Background
3
3 Audience
4
4 Insights
5
5 Communication Objectives
6
6 Key Differentiators
7
7 Specifications and Parameters
8
8 Team Members
9
Appendix
II

Project Description
Raise donation funds for the Muscular Dystrophy Association
through public outreach via television “Love Networks”.
Benefit the lives of others.
1

Background
Hosted by Jerry Lewis and Ed McMahon, and held annually since 1960
Airing on Labor Day Weekend, the Jerry Lewis M.D.A Telethon has aimed
to raise funds to benefit the Muscular Dystrophy Association.
2

Audience
Primary Audience:
Broadcast Television Receivers, that have monetary support to give.
Anyone with a big heart, and a desire to help.
Secondary Audience:
People looking to learn more about Muscular Dystrophy.
3

Insights
The program is set to run Live for 21 hours, with regular
cut-away’s from local and regional “Love Networks” every
hour and half hour.
4

Communication Objectives
Primary:
Raise funds for the Muscular Dystrophy Association,
and tell the stories of a few extraordinary people
affected with this disorder. We aim to touch hearts.
Secondary:
Raise awareness about the debilitating disease that
is Muscular Dystrophy. Change the lives of those
afflicted by M.D.
5

Key Differentiators
The Muscular Dystrophy Association (M.D.A.) is a non-profit organization
and charity fund raiser. Therefore, any organization that shares the same
lust for life and goodwill is not our competition in a marketplace of donation,
but our friend in the endeavor to improve the lives of those less fortunate.
Another charity telethon of extraordinary goodwill is the Chilean Teleton.
In 2008 they earned $32,826,487. Don Francisco, the T. V. personality
for la Teleton, has been a great ally in the fight against illness. For 27 hours
in December of nearly every year, all Chilean airwaves, television and radio,
are used for a national and worldwide charity fund raising event. Don has
vowed to keep distributing the 286 million USD surplus where needed to
continue to help children affected by Cerebral Palsy and other illness.
6

Specifications and Parameters
Individual Tote Board design will be left to mother station to decide.
Tote Board theme songs will remain the same, using Charlie Chaplin’s
“Smile”. The Telethon’s theme song will remain the same, using
Burt Bacharach’s ‘What The World Needs Now Is Love”. Local cut-away’s
will be on the hour and every half hour. The M.D.A. Telethon logo must
remain beside the ABC bug. The tone we are looking for is sincere.
The Telethon airs Labor Day.
7

Team Members
M.D.A Team:
Anchors-
Jerry Lewis
Ed McMahon
Jann Carl
W.D.I.O Channels 10/13 Team:
Anchors-
Justin Liles
Sandy Drag
Kim Johnson
Producer-
Dale Storey
Director of Production-
Brandon Wagner
Crew Members-
Daniel Garritsen
Jessica Danielson
Chris Dominguez
8

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