National Media Pitch 'A Penny for AIDS': Cable, Broadcast Television Join Celebrities, Video Stores to Boost Awareness for AIDS Fundraiser

Important note: Information in this article was accurate in 1993. The state of the art may have changed since the publication date.

National Media Pitch 'A Penny for AIDS': Cable, Broadcast Television Join Celebrities, Video Stores to Boost Awareness for AIDS Fundraiser

PR Newswire (10/21/93)

Los Angeles--Cable and broadcast television will air publicity announcements by celebrities soliciting support for "A Penny for AIDS," the national week-long fundraising effort of the Video Industry AIDS Action Committee (VIAAC). The campaign will donate one cent for each video tape or disc rented or purchased by customers, retailers, and all companies involved in the video industry from Nov. 24 to Dec. 1. So far, over 2,000 retailers have committed to the project. According to co-chair Harry Klingman, participation by just half of the nation's video stores could raise $1 million. "The campaign sets a precedent unlike many AIDS charity events," he said. "It's not a gala fundraiser that requires a large contribution of residence in a major city. It is truly a 'grass roots' movement." The PA spots feature the likes of Rosanna Arquette, Mario Van Peebles, Marky Mark, Richard Simmons, Robert Guillame, and more, and will be broadcast on outlets including Comedy Central, MTV, Playboy, USA, and Telemundo. VIACC was founded in 1989, and has raised no less than $500,000 for AIDS service organizations.

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