Excite and the Entertainment Industry Foundation kicked off a national ad campaign April 14 for the I Am Your Child Foundation, a nonprofit group founded by film director Rob Reiner. The national print and outdoor ads, which feature actors Bruce Willis and Michelle Pfeiffer, promote the foundation and issues around early child development as well as the new Excite Web site, Excite First Years
. Spending was undisclosed. The campaign will last a year and feature various celebrities. The public service campaign could also expand to TV. The Excite First Years service draws content from BabyCenter.com for parents to learn about everything from pre-conception to the early years of a baby's life and development.
Copyright April 1999, Crain Communications Inc.