MDA Telethon


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A creative brief for the MDA Telethon. A powerpoint for the Muscular Dystrophy Association regarding their goals and objectives.

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MDA Telethon

  1. 1. Creative Brief M.D.A Telethon Daniel Garritsen 2009 I
  2. 2. 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
  3. 3. Project Description Raise donation funds for the Muscular Dystrophy Association through public outreach via television “Love Networks”. Benefit the lives of others. 1
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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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