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.