ABC Daytime, Campbell Soup Partner on Heart Disease Awareness

- Media Integration Spans the Entire Daypart, Including "The View," "All My Children," "One Life to Live" and "General Hospital"
- Heart-Healthy Storylines and Product Integrations Reinforce Campbell's Support of American Heart Association's Go Red for Women Movement

Monday, January 28, 2008 -- ABC Daytime today announced a first-of-its-kind partnership, teaming up with Campbell Soup Company on a four-show initiative to help raise awareness of women's heart health in February. This landmark advertising program, brokered by Mediaedge:cia and developed through ABC Sales' Integrated Marketing and Promotion division, further extends Campbell's support of the American Heart Association's "Go Red for Women" movement to raise awareness of heart disease in women.

"The View" will kick off the multi-show initiative with a special mug on February 1 in conjunction with National Wear Red Day and will welcome "Address Your Heart with Campbell's" spokesperson and heart disease survivor Toni Braxton. Heart health themes will be an integral part of featured storylines on each of the three dramas throughout the month. A cause-related marketing campaign featuring ABC Daytime talent will also air on ABC and SOAPnet in conjunction with the integrations.

"We have the ability to reach millions of women every day," said Brian Frons, President, Daytime, Disney-ABC Television Group. "We are thrilled to partner with Campbell's in their effort to reach women and encourage them to make heart-healthy lifestyle choices. Heart disease is the number one killer of women today and we owe it to our viewers to raise awareness of the disease in hopes of combating it."

"ABC Daytime delivered a strategic media solution to Campbell's heart health marketing objective and we are thrilled to see all four daytime shows working in unison to support this very important initiative," said Mike Shaw, President, Sales and Marketing, ABC Television Network.

"We are very excited to extend our support of the American Heart Association's Go Red for Women movement through our partnership with ABC Daytime this year," said Colleen Milway, Global Media Director at Campbell Soup Company. "The ABC programs are highly relevant among our core consumer target, increasing our ability to connect with them about the importance of heart health."

"For a couple of years now we've been working with Campbell's, looking for ways to support their very important initiative of helping create awareness about the issue of heart health for women and communicating the heart healthy benefits of many of their brands. This year we're really excited that ABC Daytime, the #1 Daytime network, has agreed to support this initiative," said Bruce Cohen, Managing Partner, Director of National Broadcast, Mediaedge:cia (MEC). MEC is Campbell's communications planning and implementation agency.

The execution of the initiative will be unique to each ABC Daytime property:

"The View" -- The co-hosts will wear red on February 1st when they welcome "Address Your Heart with Campbell's" spokesperson and heart disease survivor Toni Braxton. Ms. Braxton will help "The View" to launch a Limited Edition Heart Health View Mug which will be sold at ABC.com for $25.00. A minimum $10.00 donation for each mug sold will benefit the American Heart Association's Go Red for Women movement.

"All My Children's" women of Fusion Cosmetics will hold a red-dress fashion event sponsored by Campbell's to raise heart health awareness.

"One Life to Live" will feature characters Viki Davidson and Dorian Lord putting their differences aside in order to co-host a "Go Red Ball" on Valentine's Day, sponsored by Campbell's. The ball will raise awareness for the Go Red for Women movement, a cause important to Viki who has a history of heart disease.

"General Hospital" - One of General Hospital's staff will suffer a heart attack. Other women who have suffered from heart disease will support her in her recovery.

Additionally, each of the daytime dramas will air interstitials featuring ABC Daytime talent delivering heart-healthy messages and encouraging them to visit goredwithcampbells.com or ABC.com for more important health information. SOAPnet will also air these heart-healthy messages within their "Cause a Scene" pro-social initiative.

Campbell's Commitment to Heart Health:

Campbell Soup Company is a proud national supporter of the American Heart Association's Go Red for Women movement and has pledged a multi-year commitment to raise more than $1.8 million to support the cause.

More than 60 Campbell products meet the government criteria for "healthy" foods and display the American Heart Association's heart-check mark. These include 24 Campbell's(r) Healthy Request(r) soups, which have added a one-of-a-kind lower sodium natural sea salt to deliver great taste with up to 50% less sodium than their original counterparts; V8(r) and V8 V-Fusion(r) 100% juices; new Prego(r) Heart Smart Italian Sauces; Pepperidge Farm whole grain breads and Swanson canned chicken. For more information on Campbell's commitment to heart health, visit www.goredwithcampbells.com.

About the American Heart Association Go Red for Women:

Go Red for Women captures the energy, passion and intelligence of women to work collectively to wipe out heart disease - the No. 1 killer of women. Today we want millions of women across America to take heart disease personally. Since 2004 the American Heart Association has fostered Go Red to grow from a grassroots campaign into a vibrant national movement. Using the simple platform "Love Your Heart," Go Red for Women engages these women - and the men who love them - to embrace the cause. Healthcare providers, celebrities and politicians also elevate the cause and spread the word about women and heart diseases. For more information about Go Red for Women, please call 1-888-MY-HEART (1-888-694-3278) or visit goredforwomen.org.

About Mediaedge:cia:

Mediaedge:cia (MEC) is the first global communications planning and implementation agency. We get consumers actively engaged with our clients' brands, leading to higher relevant awareness, stronger relationships and increased sales. Our services include communications planning, consumer insight and ROI, media planning and buying, interaction (digital, direct, search, analytics), retail consultancy, sponsorship, branded content and entertainment marketing. Our 4,000 highly talented and motivated people work with local, regional and global clients from our 220 offices in 76 countries. We are a founding partner of GroupM, WPP's media investment management group.

ABC Daytime, which remains No. 1 among all broadcast networks in the key women 18-49 demographic, produces 1,000 hours of original television a year, with four network-owned daytime programs including "The View," now in its 11th season, as well as the popular daytime dramas "All My Children," "One Life to Live" and "General Hospital."

Source: ABC

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