Modell Foundation Chooses Korey Kay

NEW YORK The Jeffery Modell Foundation has selected Korey Kay & Partners without a review to develop a TV, radio and print campaign that will aim to draw parents to its Web site.

The campaign, which will launch in the third quarter, is backed by a seven-figure grant from the foundation’s appropriations committee. The New York-based foundation is a nonprofit organization dedicated to raising awareness about primary immunodeficiency disease, which afflicts children and adolescents. Vicki and Fred Modell established the foundation in memory of their son, Jeffrey, who died at 15 of a genetic immunodeficiency disease.

The New York agency’s s health-related experience includes an anti-drug campaign for Members Only, work for Humana Hospitals and the Humana Care Plus health plan, and a Youth Anti-Tobacco effort for the New York State Department of Health.

The foundation’s previous campaign, by Margeotes|Fertitta + Partners, in conjunction with the Ad Council, showed a young boy repeatedly getting sick. While the seasons and clothes changed, the mother kept dialing the same doctor’s phone number.