Anti-violence PSA gets White House send-off

Time donated by networks worth about $1.5 mil

WASHINGTON — Broadcasters kicked off their latest public service effort Tuesday with the blessing of the president and first lady. The White House was the scene of the announcement of the latest “Talking With Kids About Tough Issues” spot, encouraging parents to discuss violence with their children.

The PSA campaign was announced by the Kaiser Family Foundation, Children Now and the Advertising Council. The spot will air on more than two dozen broadcast and cable networks between 8 and 9 tonight.

The participating organizations are ABC, CBS, Fox, NBC, Univision, UPN, WB, A&E, Animal Planet, BET, CNN, CNN Airport, Comedy Central, Country Music Television, Discovery Channel, Discovery Digital Networks, Fox Family Channel, Headline News, the History Channel, the Learning Channel, MTV, the Nashville Network, Nickelodeon/Nick at Nite, TBS, TNT, Travel Channel, TV Land and VH1.

In addition, FasTV.com, a Web site with video streaming, will provide the spot online.

The PSA includes a call to action by President Clinton and ends with a toll-free telephone number and Web site to contact for a free booklet. It was produced by J. Walter Thompson, the campaign’s pro bono ad agency. Ad Council president Peggy Conlon said, “I am truly awed by the media’s … support of the ‘Talking With Kids’ campaign,” adding that the time donated by the networks was worth about $1.5 million. According to the Ad Council, “such a coordinated effort by media organizations is unprecedented.”

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