The testosterone-driven National Football League is sporting pink ribbons.
Bowing to its 68 million female fans and the effect on all of breast cancer, the NFL has pledged time to air public service announcements supporting the Dallas-based Susan G. Koman 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.
The league plans to run the PSAs on prime-time programs through October - and not just on football, according to NFL representative Brian McCarthy.
Cronin worked on the film and PSAs with director Maureen Foley of Element Productions, National Boston Video, Finish Editorial, Soundtrack and Jeco Music.
Music for the film, "North Dakota" by Lyle Lovett, was also provided pro bono.
- Judy Warner