CAA, BERLIN TEAM FOR STAR-STUDDED EDUCATION PSAS: EFFORT NOW IN MOVIE THEATERS; SET FOR NET TV

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Creative Artists Agency has teamed up with Berlin, Cameron & Partners, New York, to create a star-studded public service campaign on education. It has begun airing nationwide in theaters and is set to break on network TV this month.

The campaign, featuring about 30 celebrities ranging from Whoopi Goldberg to Ellen DeGeneres, urges teens to stay in school. The spots range from 20 to 90 seconds in length, all featuring quick-cut close-ups of celebrities expounding on the benefits of a good education.

Other featured celebrities include Cameron Diaz, Michael J. Fox, Jeff Goldblum, Ron Howard, Rhea Perlman, Luke Perry, Rob Reiner, Chris Rock and Jimmy Smits.

SET FOR THEATERS

The campaign theme is "E=MC2," an acronym for educate, motivate, create, challenge.

Spots will run in an estimated 5,000 theaters and are expected to run on screens showing new holiday releases including "Titanic," "Home Alone 3" and "Tomorrow Never Dies," said Morgan Binswanger, co-director of the CAA Foundation and former adviser to U.S. Education Secretary Richard Riley.

Mr. Binswanger helped form the Entertainment Coalition for Education, a group of entertainment industry professionals who supported the PSA effort.

Mr. Binswanger and Berlin Cameron Chairman Andy Berlin both said a main accomplishment of the effort was gaining the support of the National Association of Theater Owners to air the spots.

"It's an industrywide effort," said Mr. Binswanger, adding "all major studios" participated, and "we're using our natural resources rather than just putting money up."

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