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NBC’S 'THE MORE YOU KNOW' LAUNCHES ITS 2003-04 SEASON OF NEW PUBLIC SERVICE ANNOUNCEMENTS FOCUSING ON CHILDREN
Published: October 28, 2003
NEW YORK -- October 28, 2003 - NBC’s esteemed public service campaign, The More You Know, is entering its 15th year of delivering powerful messages that make a difference in communities across the country. The Emmy and Peabody award-winning campaign kicks off its fall season of newly produced public service announcements (PSAs) on October 31 during Dateline, 8-10 PM ET.
Because the need to protect our children has never been greater, the latest slate of The More You Know PSAs reinforce the importance of providing safe, loving and nurturing environments for children. Campaign topics include internet safety, parental involvement in education, reading, the importance of mentoring, and talking with children about critical issues such as prejudice, violence and substance abuse.
NBC stars participating in this year’s The More You Know campaign include: David Schwimmer (Friends), Eric McCormack (Will & Grace), Alex Kingston, Goran Visnjic and Ming-Na and Sharif Atkins (ER), Mariska Hargitay and Christopher Meloni (Law & Order: SVU), Joshua Malina (The West Wing), Sarah Chalke (Scrubs),
Gail O’Grady and Brittany Snow (American Dreams), and Brian Williams (NBC News).
“As a television actor, there’s a power you’re given to use your image to do something valuable. As a parent, these messages are particularly important to me,” says Will & Grace’s Eric McCormack.
“I’ve seen the results first hand,” says Friends’ David Schwimmer. “I met a father who told me how a spot I did on internet safety last year impacted him. He then made an effort to sit down and talk to his kids about where they were going online ...something he had never done before! So, I know they work!”
“I'm so passionate about ‘The More You Know’ because it not only raises awareness about critical issues such as child abuse and sexual assault, but also because it sends a message of hope and empowers viewers to take action,” says Law & Order: SVU’s Mariska Hargitay.
“I am thankful to a network that does more than entertain,” says ER’s Ming-Na. “These spots have a very positive impact on viewers, and serve as a constant reminder of what to do and how to treat people...I love them!”
“The spots can influence...if they touch one person to not start smoking...that means so much!” says American Dreams’ Brittany Snow.
“We’re very fortunate to have such an impressive group of talent from the NBC family lending their support in making children a priority in this country,” said the campaign’s Executive Producer, Susan Haspel, Vice President of Community Relations and Public Affairs for NBC. “It is critical that we continue to provide valuable information to parents, caregivers and youth about issues that affect their daily lives.”
This year’s campaign, as in the past, will boast a number of highly effective partnering organizations, which provide guidance and support through toll-free #s featured in the PSAs, as well as links on The More You Know’s comprehensive website (nbc.com/tmyk). Partnering organizations include: United States Department of Education, United States Department of Health and Human Services, United States Department of Transportation/National Highway Traffic Safety Administration, Centers For Disease Control and Prevention/Office on Smoking and Health, Anti-Defamation League, Kaiser Family Foundation/Children Now, National Center For Missing and Exploited Children, Rape, Abuse & Incest National Network, National Mentoring Partnership, Childhelp USA, and Mothers Against Drunk Driving.
Additionally, each week, The More You Know PSAs are incorporated into the Saturday morning Discovery Kids on NBC programming. Speaking directly to teens, these messages focus on tolerance, staying in school, and other relevant issues.
The More You Know is NBC’s long-standing commitment to its viewers and their communities to help educate and raise awareness of important societal issues. Since 1989, The More You Know’s creative and innovative public service announcements have effectively communicated messages ranging from domestic abuse to designated driver. The PSAs encourage action and involvement through hotline numbers and a website address which guide viewers to local agency contacts. The PSAs air in all dayparts including primetime, daytime, late night and Saturday morning. Under the banner of The More You Know, affiliate stations produce PSAs that address topics of local concern. Stations implement numerous community outreach activities such as adopt-a-school initiatives and health and education fairs. The More You Know is the longest-running, most comprehensive network public service campaign in the media landscape.