Horizon Readies Prostate Cancer PSAs

NEW YORK Horizon Media has teamed with the nonprofit agency CaP CURE (the Association for the Cure of Cancer of the Prostate) to launch a $14 million public-service campaign.

The effort supports the eighth annual “Home Run Challenge,” which raises funds for prostate cancer research by securing pledges for home runs hit during 60 select Major League Baseball games throughout the Father’s Day week, June 7-15.

The campaign, scheduled to run May 24 through June 15, was negotiated to air in 24 markets by Horizon Media buyers and promotes both the “Home Run Challenge” and prostate cancer awareness in general. PSAs will air in all major broadcast media including national network, cable TV, network radio and in select spot markets.

The campaign features Yankees manager and prostate cancer survivor Joe Torre, and also includes footage of baseball stars Ken Griffey Jr., Derek Jeter, Mike Piazza, Chipper Jones, Jason Giambi and Jeff Bagwell. Each Major League team has a CaP CURE player representative who endorses the “Home Run Challenge” by involving themselves in a variety of different promotional activities surrounding the event.

The television PSA was produced by independent Della Femina/Jeary & Partners here. That shop donated its services.

Throughout the week fans can make pledges, from 25 cents to more than $10,000, for each home run hit in these games. All money contributed will be donated to research.

Horizon Media, New York, is an independent media services company that claims overall billings of $900 million.