The partnership has resulted in the creation of an ad campaign valued at $350,000 to promote the United Way during the next year, with a focus on the 2000-2001 Community Campaign.

The campaign consists of television and radio spots, newspaper and magazine ads, billboards, bus benches and direct mail donated by area media outlets. Michael Bolchalk Marketing designed the advertising and will manage the campaign on a pro bono basis.

"This is the first of an annual program that will combine the contributions of individual media outlets and advertising agencies to create a greater impact in our community," said Kai Hsiao, Tucson Advertising Federation president. Hsiao announced the partnership at today's monthly Ad Fed luncheon. "We understand that non-profits traditionally have a difficult time keeping their name and mission in front of the public. And we knew the Ad Fed has the ability to leverage promotional budgets. In fact, in its first year the program has already become the most comprehensive PSA effort ever in Tucson "

Ron Bergamo, KWBA TV 58; Mike Bolchalk, Michael Bolchalk Marketing; and Toni Zlaket, KRQ FM Radio, approached United Way with an offer to deliver the organization a minimum of $200,000 in donated advertising and services in exchange for the United Way funds reserved for raised visibility. This amount donated has since grown to $350,000. The Ad Fed will finance student scholarships with funds not required for the campaign.

The Ad Fed will launch the media campaign in conjunction with the United Way's kick-off of its 2000-2001 Community Campaign. This will allow members an opportunity to promote United Way's Day of Caring 2000 – a full day of community-wide charitable activities scheduled for tomorrow, September 27. For information on the United Way's Day of Caring 2000, call Jill Figueroa at 903-9000, ext. 505.

For information about the Advertising Federation's non-profit partnership program call Kai Hsiao at 881-4550.