Network to Enlist Local Cable Operators in Community Outreach Programs to Benefit Kids Around the World
Commitment Includes On-Air Cross-Channel Spots, Online Games and Cartoon Orbit C-Toons; Educational Materials, and Local UNICEF Event Support
Cartoon Network will join UNICEF (United Nations Children's Fund) this fall as the Official Television Network Partner for the global organization's renowned annual Trick-or-Treat for UNICEF fundraising campaign. Capitalizing on its valuable brand strength and animation resources, Cartoon Network will serve as UNICEF advocate to cable affiliates around the country, offering on-air and off-channel media support along with special tools designed to create customized UNICEF programs for Halloween celebrations in local markets. For the past four years, Turner Network Television (TNT), another Turner network, has been the sponsoring partner. Participating cable operators will be able to select from a variety of materials to help encourage children and parents within any community to participate in this time-honored family tradition of giving. Additionally, Cartoon Network will provide on-air and online media support for the national campaign.
"Cartoon Network is very honored to join UNICEF this year in its mission to empower kids to help other kids around the world," says Bradley J. Siegel, president of Turner Entertainment Networks, and a former Trick-or-Treat for UNICEF volunteer himself. "Johnny Bravo, Dexter and Ed, Edd n Eddy are just some of the Cartoon Network stars who will encourage kids and their parents to join in the cause-and the fun-of making Halloween both enjoyable and worthwhile. After four successful years with TNT educating and encouraging involvement from parents, we agreed Cartoon Network could build on this foundation through its powerful, direct link to kids themselves."
"By partnering with our cable affiliate partners in local markets around the country, we hope to generate record participation that will result in tangible benefits for children in need overseas," said Coleman Breland, senior vice president, marketing and sales, Turner Network Sales (TNS).
"Cartoon Network has stepped forward with leadership to create a partnership that will have an immeasurable impact on the lives of children worldwide," said Charles J. Lyons, president, U.S. Fund for UNICEF. "By helping us reach their enormous audience and promoting this year's Trick-or-Treat for UNICEF campaign, millions of children will benefit from UNICEF's programs."
Detailed components of Cartoon Network's outreach as the Official Television Network for Trick-or-Treat for UNICEF include:
- CABLE AFFILIATE PARTNERSHIPS
Cartoon Network and its participating cable affiliates will pool resources to ensure that Trick-or-Treat for UNICEF's message is delivered on a local level. The network is providing a variety of customizable image spots/PSAs along with customizable ad slicks, localized press releases, UNICEF posters, on-hold message scripts, customer service rep one-sheets, information about how to order orange donation boxes and a list of USA Fund for UNICEF regional offices. Affiliates wishing to align with UNICEF should visit Cartoon Network's promotions section at www.TurnerResources.com www.TurnerResources.com.As an incentive, the first 50 systems that sign up with the program and agree to run a minimum 150 PSA spots will receive Cartoon Network premiums to "cartoonize" their Halloween events.
- ON-AIR SPOTS (PSAs)
Cartoon Network launches its inaugural campaign effort with custom interstitials integrating Cartoon Network's original characters in support of Trick-or-Treat for UNICEF. Telecast from Oct. 1 - Nov. 5, these generic spots will run repeatedly in cross channel inventory on Cartoon Network as well as the Turner family of networks including TBS Superstation, TNT and Turner South. Additional 30-second spots to run Oct. 1-27 will be offered in customized versions to participating cable affiliates noting where viewers can make donations or pick up orange collection boxes. Other available spots feature opportunities to mention local sponsors through taggable endings. Final spots running Oct. 28 - Nov. 5 will alert viewers where/how to drop off their donations at Coinstar machines located nationally in participating supermarkets.
- ONLINE GAMES
CartoonNetwork.com, one of the Internet's most popular family Web sites, will create a unique page to educate users about the Trick-or-Treat for UNICEF program, encourage participation and provide a direct link to the UNICEF Web site. In addition, CartoonNetwork.com will promote its Trick-or-Treat for UNICEF initiative by debuting an online "Trick-or-Treat" game starring multiple Cartoon Network characters. Finally, Cartoon Orbit, the network's acclaimed online digital trading community, will present exclusive original C-Toons (digital trading cards) each week of the UNICEF campaign (Oct. 1 - Nov. 5) for Orbiters to collect and trade. All online elements serve to drive participation with the Trick-or-Treat for UNICEF campaign.
- UNICEF LOCAL EVENTS AND PUBLIC RELATIONS
Cartoon Network also will work hand-in-hand with Trick-or-Treat for UNICEF to enhance its own scheduled "kick-off" and "wrap-up" events in select markets around the country. The network will provide costume character appearances and donate an assortment of Cartoon Network premiums.
- EDUCATIONAL CURRICULUM
UNICEF will distribute in-school educational materials for grades K-12 that feature Cartoon Network branding. These studied resources serve to challenge students to participate in Trick-or-Treat for UNICEF and solicit their friends to join in the fundraising effort within their school district.
- AOL TIME WARNER OFFICE SUPPORT
Not to neglect the home front, each of AOL Time Warner's corporate offices?various sites located in Atlanta, Burbank, Dulles and New York?will be contacted to create Trick-or-Treat for UNICEF awareness among employees and to encourage donations. Employee kick-off events will be held in mid-October and will feature costume characters to distribute donation boxes, informational one-sheets and pre-Halloween candy. Trick-or-Treat for UNICEF information will be posted on the AOL Time Warner Intranet Homepage and the ECHO (Employees Caring and Helping Others) Foundation Web page on the Orbit Web site.
Cartoon Network's spots will reinforce the ease with which the recognizable orange collection boxes can be obtained and, ultimately, how change can be redeemed at Coinstar coin processing machines located in more than 9,000 grocery stores throughout the U.S. Donation boxes can be picked up through participating retailers including Pier 1 Imports, IKEA and Sears Portrait Studios, as well as McDonald's restaurants and numerous grocery stores. Trick-or-Treat for UNICEF collection boxes will be available directly from UNICEF starting Aug. 15 and can be acquired by calling 1-800-252-KIDS, accessing the UNICEF homepage at http://www.unicefusa.org, or by writing the U.S. Committee for UNICEF at 333 East 38th Street, New York, NY, 10016. The boxes will be delivered to recipients on Oct. 1, 2002. The U.S. Committee for UNICEF works for the survival, protection and development of children worldwide through education, advocacy and fundraising. It is the oldest of 37 national committees around the world that support UNICEF's mission. Funds generated?including the more than $115 million to date from Trick-or-Treat for UNICEF programs?help support UNICEF's efforts to provide medicines, vaccines, clean water and sanitation, nutritious foods and basic education to millions of children in more than 160 countries and territories.
Cartoon Network, currently seen in 81.9 million U.S. homes and 145 countries around the world, is Turner Broadcasting System, Inc.'s 24-hour, ad-supported cable service offering the best in animated entertainment. Cartoon Network's Web site is located at http://cartoonnetwork.com (AOL Keyword: Cartoon Network).
Turner Broadcasting System, Inc., an AOL Time Warner company, is a major producer of news and entertainment product around the world and the leading provider of programming for the basic cable industry.
Laurie Goldberg Atlanta 404/885-4205 email@example.com
Joseph Swaney 404/885-0657 firstname.lastname@example.org
Steve Rice New York 212/714-6985 email@example.com
Courtenay Purcell Los Angeles 310/788-6903 firstname.lastname@example.org
Turner Network Services
Leigh Majors 404/827-3907 email@example.com
U.S. Fund for UNICEF
Marissa Buckanoff 212/922-2485 firstname.lastname@example.org