Majella Launches Positive Houston Mass Media Campaign To Encourage Women With Crisis...

Tue Sep 30, 2008 8:27pm EDT

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Majella Launches Positive Houston Mass Media Campaign To Encourage Women With Crisis Pregnancies to Call for Help; Gains Support From Cardinal DiNardo and Prominent Houstonians

HOUSTON--(Business Wire)--
Beginning Sept. 29, Majella (www.majellasociety.org) has launched
a half-million-dollar television, billboard and Internet advertising
campaign in the Houston metropolitan area. Based on its "Taking A
Positive Approach to Life" theme, the campaign is designed to
encourage women facing crisis pregnancies to call for help and learn
about all of the options available to them.

Majella is a non-profit organization which runs effective mass
media campaigns in Houston, Austin, and San Antonio that offer
guidance to women facing crisis pregnancies, affirm life and inspire
communities to rethink their position on abortion. Majella was founded
in Austin in April 2004 and expanded into San Antonio in 2005. Majella
began its expansion efforts into Houston in 2007, committing resources
in the form of offices, programs and staff to gain supporters and
contributions.

The ads will run for several weeks on six television stations and
on multiple billboards throughout the Houston area. Internet
promotions targeting the Houston area have been running through Google
search engines since 2007. All TV ads and billboards will include the
Majella logo and the toll free number, 1-800-395-Help. Majella's
crisis hot line is staffed 24/7 by counselors who assess callers'
needs and then direct them to pregnancy resource centers based on the
proximity of the center to the caller's current residence.

"Statistics show that a listener or reader needs to see an ad
numerous times to recall it and act upon it. Majella purchases ads
rather than relying only upon public service announcement availability
to guarantee that we can deliver our messages as often as our
advertising budget allows. Our ads have proven to be effective in
guiding women in getting the help they need," commented Brian Follett,
Majella's founder and president.

Follett explained that the Houston media market became a high
priority for Majella when they realized that Harris County alone
recorded 19,987 abortions according to 2006 preliminary statistics
from Texas Department of State Health Services. The Houston media
market, which includes 19 counties, recorded a staggering number of
24,858 abortions.

"Majella hopes to run mass media campaigns again in Houston in
Spring and Fall 2009," Follett said.

Cardinal DiNardo and Prominent Houstonians Show Support

His Eminence, Daniel Cardinal DiNardo of the Catholic Diocese of
Galveston-Houston, spoke on behalf of Majella at a leadership luncheon
on Sept. 25 at the River Oaks Country Club. More than 60 Houston
business owners and executives who support Majella's mission attended.

Majella captured Cardinal DiNardo's attention several years ago
when he became increasingly aware of the rising abortion numbers in
the Houston-Galveston area.

"Majella's television commercials, billboards and Internet
advertisements have been proven to drive at-risk women to
life-affirming pregnancy centers. They've also been proven to shift
abortion-minded thinking to life. In Austin and San Antonio, Majella's
campaigns have been successful. Now we need to expand this outreach to
Houston to create a culture of life by changing hearts and minds
through mass media," Cardinal DiNardo told Majella guests.

Award-winning journalist Bill O'Reilly, host of The O'Reilly
Factor, will be the keynote speaker and Raymond Arroyo will be the
Master of Ceremonies at Majella's invitation only fundraising gala.
The gala is scheduled to be held on Tuesday, Oct. 21, from 7:00 to 9
p.m. at the Hilton Americas Hotel, 1600 Lamar, Houston, Texas 77010.

Majella is hosting the gala to garner support for its mass media
campaign planned for the Houston metropolitan area in Spring 2009.
Majella's near-term fundraising goal for Houston is $2 million. Table
hosts are needed, and sponsorship opportunities are available at
levels from $2,500 to $50,000.

"Majella is humbled by the tremendous support of prominent Houston
families, faith leaders, national media, and elected officials. Their
advocacy is critical in rallying other community leaders to get
personally involved in this important issue," Follett commented.

More Information on O'Reilly and Majella's Gala

The O'Reilly Factor has been the highest rated cable news show for
more than 100 consecutive weeks. He is one of only two authors in the
past 10 years to have three consecutive New York Times No. 1 rated
non-fiction bestsellers. O'Reilly also has won two Emmy Awards for
Excellence in Reporting and two National Headliner Awards while
working for ABC News.

To become a sponsor for the gala, please contact Deborah Ortiz at
713/526-1746 or deborah@majellasociety.org by Oct. 10. To become a
table host or to be included on the guest list, please contact Jon
Forde at 713/304-6848 or jon@majellasociety.org by Oct. 10.

Pennino and Partners, Houston
Laura Pennino, 281-286-9398 or 713-419-1776 (mobile)
lp@penninoandpartners.com