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Red Carpet Report: Check Yearly PSA Wins ADDY Award
March 2006 - The Check Yearly. See Clearly. public service advertisement (PSA) recently received top honors from the American Advertising Federation in a Washington, D.C. ADDY® Award competition. The "Here Kitty, Kitty." television PSA was awarded an ADDY in the Public Service category, while the print version of the PSA walked away with a Certificate of Excellence.
"It is a great honor to be recognized by the American Advertising Foundation," said Bill Thomas, CEO and executive vice president of the Vision Council of America. "The Federation is the leading authority in advertising and we're very pleased to have its stamp of approval on the 'Here Kitty, Kitty.' PSA."
The ADDYs are the advertising industry's largest and most representative competition, attracting over 60,000 entries every year in local ADDY competitions. Having won the Washington, D.C. ADDY competition, the television PSA will automatically be entered in the regional competition, held in June.
Check Yearly's "Here Kitty, Kitty." PSA has seen much success since its release, garnering over 50,000 placements in six months and reaching an estimated 100 million Americans. With an ad value of over $5 million, the PSA and its related media outreach have resulted in an 10:1 return on investment.
"Winning the ADDY attests to the great results the PSA has generated over the past six months," noted Thomas. "By reaching millions Americans with the PSA, we are able to communicate the importance of regular vision care on a much larger scale and drive home the core messages of the Check Yearly campaign."
Check Yearly, in partnership with Reading Is Fundamental, launched the "Here Kitty, Kitty." PSA in 2005 to alert parents about the important connection between children's vision and their ability to learn. The PSA was distributed to more than 10,000 television, radio, print and Internet outlets. To view the "Here Kitty, Kitty." PSA, please visit www.checkyearly.com.