Nonprofit reaches huge audience with 'Super' support
February 05, 2013
The Gleason Initiative Foundation may not have had one of the multimillion dollar ad spots during Super Bowl XLVII, but it did reach the attending audience with its important message.The 60-second public service announcement featured prominent National Football League players and coaches, including the Green Bay Packer's Aaron Rodgers, Clay Matthews and Coach McCarthy and the Raven's quarterback Joe Flacco, talking about Amyotrophic Lateral Sclerosis (ALS).
Also known as Lou Gehrig's Disease, ALS is a form of neuromuscular disease or injury that affects muscle function through damage to brain and spinal cord neurons. Former New Orleans Saints player Steve Gleason was diagnosed with ALS in 2010 following his retirement in 2008. Gleason is shown at the end of the PSA, asking people to work together so a cure for ALS can be identified.
Through the Gleason Initiative Foundation website, the organization is looking to raise awareness about this disease, provide affected individuals with the technology and tools they need to live productive lives and give them extraordinary life adventures. While the website does promote online fundraising for the foundation, the Nonprofit Quarterly suggests there are other ways to make valuable contributions to important causes.
The source suggests corporations such as CBS think outside the box and make in-kind donations. If the network had aired the ad, it would have reached 108 million viewers and been akin to a $7 million donation to the cause.