American Lung Association Launches Retro Marketing Initiative to Support 2009 Christmas...

American Lung Association Launches Retro Marketing Initiative to Support 2009
Christmas Seals(R) Campaign

From "lick it and stick it" to "click it and send it," charity expands
historic mail campaign to web

WASHINGTON, Sept. 18 /PRNewswire-USNewswire/ -- The American Lung Association
launched a new retro marketing initiative today to support its 2009 Christmas
Seals Campaign, the year-end holiday fundraising drive that's been raising
money to support the charity's fight for healthy lungs and healthy air for
more than a century. While for-profit companies have had proven success in
recent years using vintage packaging to sell products like cards, cereal and
soft drinks, the Lung Association has developed a flashback branding campaign
to boost year-end fundraising with the theme, "Celebrate Another Year."

The Christmas Seals Campaign is the nation's oldest direct-mail fundraising
campaign, which began in 1907 to combat tuberculosis. In fact, a survey
conducted by the Lung Association found that 60 percent of Americans are aware
of Christmas Seals, and that this awareness correlates strongly with age:
older Americans have greater familiarity.

"We're hoping that this campaign will appeal not only to older Americans, who
remember 'licking and sticking' their first Christmas Seal, but also to a
younger demographic, who may not have heard of Christmas Seals but are
attracted to all things vintage," said Charles Connor, President and CEO of
the American Lung Association.

Today, the Lung Association remains the third largest nonprofit mailer, and
fights new battles against influenza, asthma, tobacco use, lung cancer and air
pollution. This year, it will send Christmas Seals - decorative stamps used
to decorate holiday cards and packages - to over 11 million households from
October to December. In return, people send in contributions, which last
year, brought in 35 percent of the charity's total direct mail revenue.

The last time the American Lung Association supported the Christmas Seals
Campaign with advertising was in 1996. This year, in a creative effort to
appeal to people's sense of nostalgia, the American Lung Association, brought
three historic Christmas Seals to life in 15-, 20- and 30-second television
public service advertisements, which will be distributed nationwide in
mid-October, and can be viewed on ChristmasSeals.org. The charity also
developed print and radio public service advertisements, all of which will
drive people to the newly redesigned ChristmasSeals.org.

"We continue to be thankful for the loyalty of our Christmas Seals
supporters, many of whom have given year-after-year for several decades, and
in some cases, for half a century," continued Connor. "While we hope that
this new marketing push re-energizes our existing mail donors, we also hope to
introduce Christmas Seals to a new generation of supporters via the web," said
Connor.

Even though, according to the U.S. Postal Service, Americans sent nearly 20
billion pieces of mail last holiday season, more and more people are choosing
to send holiday greetings online. So for the first time this year, people
can visit ChristmasSeals.org to view over one hundred years of Christmas Seals
that they can either send in an e-card to friends or loved ones.
Additionally, a Facebook application was developed so people can collect and
share Christmas Seals with their social network.

Also new this year is an array of Christmas Seals gift merchandise that the
Lung Association is offering for purchase on ChristmasSeals.org. Vintage
products include wrapping paper, adhesive gift tags, lapel pins and holiday
ornaments. The items are sold individually and cost between $5 and $12.95.
The charity is featuring a unique gift, "Christmas in a Box," which retails
for $75 and features a collection of Christmas Seals merchandise at a 20
percent discount. Proceeds from the sale of all these items will help support
the mission of the Lung Association.

Throughout its history, the American Lung Association's Christmas Seals
campaign has been supported by celebrities and entertainers ranging from Bob
Hope to the Smothers Brothers. Leading the charge as the 2009 National
Celebrity Christmas Seals Chairperson is actress S. Epatha Merkerson, an Emmy,
Golden Globe and SAG Award winner. Ms. Merkerson has won critical acclaim for
her brilliant work in theatre, television and film, but is probably best known
for her role as Lt. Anita Van Buren on NBC-TV's "Law & Order."

About the American Lung Association
Now in its second century, the American Lung Association is the leading
organization working to save lives by improving lung health and preventing
lung disease. With your generous support, the American Lung Association is
"Fighting for Air" through research, education and advocacy. For more
information about the American Lung Association, a Charity Navigator Four Star
Charity and holder of the Better Business Bureau Wise Giving Guide Seal, or to
support the work it does, call 1-800-LUNG-USA (1-800-586-4872) or visit
www.lungusa.org.

SOURCE American Lung Association

Carrie Martin of American Lung Association, +1-202-715-3461,
cmartin@lungusa.org