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William Wrigley Jr. Co. is taking the unusual step of picking up the media costs for a PSA campaign against teen violence.

Most major marketers working through the Advertising Council pay for production of PSAs, but the time and space are donated by media outlets. Along with production costs, Wrigley will pay $2 million for the TV time for the 30-second commercial on behalf of Health Watch, a New York organization aimed at minorities.

Ron Cox, Wrigley group VP, said Wrigley will run the spot, still in production via BBDO, Chicago, back-to-back with a commercial for its gum products.

"I believe this is one of the first times a not-for-profit organization has teamed up [with a major consumer products company] to undertake something like this," said Mr. Cox.

He said the company is still working on the media buy, but said it had inked a deal already with cable TV's Black Entertainment Television.

Wrigley chose to link with Health Watch, Mr. Cox added, because Wrigley supports health-oriented charitable activities and because minorities are big consumers of chewing gum.

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