gmc Launches Its Biggest-Ever Pro-Social Initiative, ‘Uplift Someone,’ at Advertising Agency Upfront ‘Bus’ Meetings in April
ATLANTA, April 15, 2011 – gmc, America’s favorite channel for uplifting music and family entertainment, announced today that it has launched its biggest-ever pro-social initiative, “Uplift Someone,” at a series of advertising agency upfront meetings in New York. The meetings are being held in a bus, wrapped with gmc’s branding and Uplift Someone message. Agency media teams tour through the streets of Manhattan during the gmc upfront presentation.
Following the upfront launch of the campaign, the initiative will be officially announced to consumers on April 20 at the 42nd Annual GMA Dove Awards in Atlanta as a prelude to a national tour starting in June. The Dove Awards will be televised on gmc Easter Sunday, April 24th at 7 pm Eastern.
“Uplift Someone is a movement that will engage people and show how easy it can be to make the world a better place by inspiring attainable, everyday acts of kindness among family, friends, neighbors and just folks that you encounter on a daily basis,” said Wendy McCoy, vice president, marketing, gmc.
The ad agency bus meetings include breakfast, lunch or afternoon snacks, along with raffles for iPads and two uplifting family trips for four to Atlantis Resort in the Bahamas. The network is handing out blue bracelets with “Uplift Someone” imprinted on them to remind and inspire people to act. Each bracelet packet includes a suggested act of kindness, such as when playing with your child, be sure to put down the Smartphone; take a grandparent shopping; call someone you’ve been meaning to connect with, etc.
“This is a fun and unique way for us to present our upfront programming lineup to advertisers while literally surrounding them with our new major pro-social initiative,” said Mary Jeanne Cavanagh, executive vice president, advertising sales. “We think it will be one of the most memorable upfront presentations most people have ever experienced.”
The campaign’s activation premise is to remind and inspire people about how easy it is to commit acts that are kind and positive to other people. In addition to the bus presence in cities around the country, the campaign will be featured on gmc’s air with testimonials on simple or extraordinary uplifting moments that have inspired people, and online with viewers sharing their own uplifting moments and tips to inspire and uplift one another. The network will air Uplift Someone interstitials featuring actors, artists, athletes, authors as well as viewers. The initiative also will recognize advertisers who are running commercials featuring uplifting acts. Drew Lachey, host of gmc’s new original series “America Sings,” will kick-off the on-air campaign.
gmc (www.watchgmctv.com), the fastest-growing network in television and the number one digital network in perceived value (source: BETA Research), is America’s favorite channel for uplifting music and family entertainment. In 2010, The Parents Television Council™ awarded its Entertainment Seal of Approval™ to gmc for being “an authentic family-friendly cable network.” gmc was the only television network to receive the highly coveted honor last year.
gmc can be seen in nearly 48 million homes on various cable systems around the country, on DIRECTV on channel 338 and on Verizon FiOS on channel 224.