International Kids Fund PSA.

Miami-based International Kids Fund (IKF) launched a public service announcement campaign designed to mobilize local, national and international awareness and fund raising for critically ill children. IKF, founded by Jackson Memorial Foundation in 2001 to help gravely ill children whose medical treatment is not available in their home countries, made a direct appeal to local, national, Latin American and Caribbean media outlets to print or air the PSAs in order to help hundreds of children in need.

Recently, IKF became known internationally for helping save the life of a 14-year-old Haitian girl. Marlie Casseus was plagued with a 16-pound tumor-like growth on her face that overcame her nose and mouth, making it impossible for her to breathe on her own or speak. The global media attention surrounding Marlie’s case led to donations from across the United States and the world, and she received two life-changing surgeries. Thanks to the mass fund-raising and awareness campaign on her behalf, her life is no longer threatened by this condition.

“Plain and simple: we need the media’s help to help other children like Marlie,” said Rosy Cancela, chairperson of the International Kids Fund Board of Directors. “Our hope is that if enough media outlets broadcast and print these PSAs, there will be increased local, national and international recognition of our cause. As a result, IKF will be able to partner with more families, provide more medical treatment and, ultimately, save more lives.”

The public service announcements, which were produced pro-bono by advertising agency Conill Advertising Inc., powerfully illustrate a mother’s joy when learning that her child will be saved thanks to IKF and urge the public to support the organization so more children will have the same chance. The campaign includes:

· 30-second and 45-second television spots in English and Spanish,

· a 30-second radio spot in Spanish and

· a full-page print ad in English and Spanish.

“Imagine having a child in need of medical attention that is simply not affordable or available,” said Cynthia McFarlane, vice president and executive director of Conill Advertising and an IKF Board Member. “And then imagine learning that your child will have a second chance. These powerful PSAs urge people to support IKF so that children from around the world will have access to the outstanding medical care that this country provides.”

To date, IKF has provided assistance to hundreds of children from 22 countries, primarily from Latin America and the Caribbean, a region with strong ties to South Florida. All IKF-sponsored children receive treatment at Holtz Children’s Hospital, located at University of Miami/Jackson Memorial Medical Center in Miami, one of the top pediatric clinical research centers in the United States. IKF is entirely funded by donations from the general public and private organizations. While Holtz Children’s Hospital receives public funding, by law it cannot use the money to administer treatment to non-residents.

“There are countless children like Marlie around the world standing by for the medical help IKF can provide,” said Maria-Luisa Chea, director of IKF. “We hope this PSA campaign will grow IKF by leaps and bounds, bringing us that much closer to giving these kids the specialty care that can significantly improve their lives.”

For more information at http://www.internationalkidsfund.org