The testosterone-driven National Football League is sporting pink ribbons.
Recognizing its 68 million female fans and one of their most important health concerns, the NFL has pledged broadcast time to air public service announcements supporting the Dallas-based Susan G. Komen Breast Cancer Foundation's Race for the Cure series.
The NFL will initially air two PSAs created for the foundation by Cronin & Co. in Glastonbury, Conn. The shop produced the 30-second spots after completing a short film that the foundation will use to attract corporate sponsors and volunteers.
Pro football plans to run two of the PSAs in prime-time programs through October and not just on game telecasts, according to NFL representative Brian McCarthy.
In addition, the NFL Properties and NFL Film divisions are currently producing their own spots for the effort.
The NFL announced a multiyear commitment to the Dallas Race for the Cure series during this year's Super Bowl.
- Judy Warner