wfn.org | 'Civility' radio spots receive national honors

[NewsDesk <NewsDesk@UMCOM.UMC.ORG>]

Oct. 26, 1999 News media contact: Linda Green·(615)742-5470·Nashville, Tenn.
10-71B{566}

By Nancye M. Willis*

NASHVILLE, Tenn. (UMNS) -- A series of public-service announcements produced
by United Methodist Communications (UMCom) has received its third
consecutive Partner in Public Service award from the National Broadcast
Association for Community Affairs.

The 1999 award, presented during the association's recent annual convention
in Minneapolis, went to "Civility." It is the eighth national award that the
PSA series has received since its release. UMCom's "take 5" radio PSA series
won the award in 1997; "Move On" won in 1998.  

"Civility" addresses everyday situations, such as road rage, supermarket
courtesy and respect for others' opinions. The spots combine revival-gospel,
rock and opera music with "character" voices, including Surfer Dude, Proper
Brit and Harried Preppie.

Because of the series' unusual format, "it was anyone's guess if it would
succeed," said Bill Wolfe, director of UMCom's radio ministries unit. "We
believe its acceptance has more to do with the validity of Jesus' teachings
on the subject, on which the radio spots are based." 

"Civility" joined UMCom's "million-dollar campaigns" just one month after
its release, racking up a minimum of equivalent advertising time totaling
$1.03 million to increase the visibility of the church. All of the time is
donated by stations that air the PSAs.

The National Broadcast Association counts among its members radio and TV
community-affairs directors from across the United States. The organization
is "an integral part of the broadcast industry - with its competition for
ratings and dollars - and is daily in touch with each of the critical
community issues that impact all of our lives," Wolfe said.

The "Civility" production team also included UMCom staff members Deeann
Bogle, project coordinator; Leticia LaFontaine, marketing director; and
Nancye Willis, designer.

More information on "Civility" is available from UMCom, Public Media
Marketing, P.O. Box 320, Nashville, TN 37202-0320; telephone: (800)
476-7766.
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*Willis is a writer and designer in United Methodist Communications' Public
Media Division. 

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United Methodist News Service
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