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The Knights of Columbus, tired of being perceived as a bunch of middle-aged white guys who hang out at the local hall with no social agenda, wants a new image.

The group, based in New Haven, Conn., enlisted Hanon McKendry in Grand Rapids, Mich., to create a national branding campaign, including TV and print ads. A 30-second spot broke April 15 and will run nationally through mid-May in prime time and during major sporting events such as the NBA playoffs and the Kentucky Derby.

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