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TO 912024567805
P.02
DEC 13'94 17:45 FR VIACOM
Contact:
Liz Noyer
Sr. Vice President, Communications
NICKELODEON/ NICK at NITE
212/258-7241
NICKELODEON LAUNCHES "The Big Help" CAMPAIGN
Campaign to Address Kids' Concerns about their Communities through
Volunteering
National Grassroots Multi-year Effort to Include Major Commitment
of Both On- and Off- Air Resources of Network
On-Air Programming to Include PSAs, Specials and National Telethon where
Kids Pledge Time and Effort to Help Others
NICKELODEON to Work with Parents, Schools, Cable Operators, Advertisers,
Community Groups to Develop Locally-Based Volunteer Service Programs
"If nobody did anything, nothing in the world
would be different. Not everyone realizes that
kids can make a difference too. Some adults
think we can't, but we can."
9 year-old girl talking about
volunteering
NEW YORK, March 28, 1994 - NICKELODEON, creator of the first
television network for kids, announced today the launch of The Big Help, a unique
multi-year national grassroots campaign to empower kids to perform volunteer service
in their communities.
"In talking to kids, we have found that in this world of guns in schools, teen-
aged suicides and natural disasters, kids want to show that they can do something to
help," said Geraldine Laybourne, President of NICKELODEON. "We are going to
NICKELODEON 1515 BROADWAY NY 10036
TeLePHoNe: 212-258-7080 FAX:212.258.75 New YORK
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give them the opportunity to show that they can make a difference by giving them the
tools to participate in community activities. Kids have an extraordinary and largely
untapped capacity to help one another and to help society at large. Our goal is to
provide opportunities for kids to have an impact on their world and doing so to feel
better about themselves."
The Big Help, a major component of Nickelodeon's fifteen-year anniversary
celebration, targeted to 6 to 14 year-olds, will be highlighted by a nationally televised
telethon to encourage kids to call in and pledge their time to participate in community
activities on a designated national NICKELODEON The Big Help day. The specific
volunteer activities will be organized by NICKELODEON in conjunction with national
volunteer groups, local schools and cable operators, and other community
organizations. The dates of the telethon and national The Big Help day have yet to be
determined.
NICKELODEON's efforts are supported by the Corporation for National and
Community Service which houses President Clinton's Americorps, VISTA, National
Civilian Community Corps. and other national and community service programs.
"There is no question that today's young volunteers are tomorrow's leaders," said Eli
Segal, Assistant to the President and CEO of the Corporation. "Through The Big
Help, NICKELODEON is doing its part to motivate, educate and activate our young
people to make a difference," Segal continued. "The impact of NICKELODEON's
efforts will be felt for years to come."
"Research shows that when kids participate in volunteer service, they are
substantially more likely to stay involved as adults," Laybourne said. "And when
today's kids hear the term 'community service,' they think it's an alternative to a jail
sentence. With The Big Help, we can change that perception for a generation of
kids."
The Big Help campaign will include public service announcements featuring
celebrities and animated characters from the network's programming. The PSA's will
be followed with other educational efforts aimed at kids, parents, schools, cable
operators, advertisers and volunteer service organizations, including "how-to" kits that
will enable them to participate in the campaign from anywhere in the country.
NICKELODEON will work with these groups to develop locally-based
volunteer service programs, sponsorship opportunities and advertising tie-ins. The
network, which celebrates its 15th anniversary in April, will also incorporate storylines.
about volunteering into its regularly scheduled programming and will recognize on the
air the extraordinary efforts of The Big Help volunteers across the country.
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"We want to give kids the opportunity to volunteer and become involved in
their communities," said Laybourne. "With The Big Help we will give kids something
to say 'yes' to, an opportunity to demonstrate through tangible activities that they can
make a difference in the lives of their peers and their communities. At the same time,
it will instill in kids a long-term sense of the importance of community responsibility.
Research
The results of NICKELODEON's research on the attitudes of kids and parents
toward community activities include the following findings:
Today's kids are generally very socially and environmentally aware.
Initial education about the importance of participation in community
activities is usually inspired by parents, teachers, religious leaders or
youth organizations.
Most kids have genuine compassion for those less fortunate and enjoy
helping others.
Many parents support their kid's participation in community activities
warmly.
Laybourne said the campaign will be consistent with the core philosophy that
has made NICKELODEON the leader in kids' television -- putting kids first. "The Big
Help will be fully interactive, with kids having a significant role in every aspect of the
campaign, from its initial implementation to its conclusion," she said. "It will link kids
from all types of communities and backgrounds in the common experience of helping
others."
In addition to its innovative television programming that nurtures a child's
sense of exploration and self-discovery, NICKELODEON has a history of engaging
kids by providing them with forums to voice their opinions. For example, in 1992
NICKELODEON gave kids a presidential election of their own, "Kids Pick the
President" and more than 750,000 kids voted, choosing Bill Clinton.
NICKELODEON is one of the largest producers of children's programming in
the world and one of the highest-rated basic cable networks. NICKELODEON is a
registered trademark of MTV Networks, a division of Viacom International Inc. MTV
Networks owns and operates three cable television programming networks - MTV:
Music Television, NICKELODEON/NICK at NITE and VH-1, all of which are
registered trademarks of MTV Nerworks, a division of Viacom International Inc.
TO 912024567805
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Contacts: Liz Noyer
NICKELODEON
(212) 258-7241
Paul Ward
NICKELODEON
(212) 258-7704
PRESIDENT CLINTON KICKS OFF NICKELODEON'S
BIG HELP-A-THON
Weekend-Long Pledge Drive Encourages Kids to Volunteer
September 28, 1994, New York, NY -- President Clinton will officially open the phone
lines for Nickelodeon's Big Help-a-thon -- a weekend long on-air entertainment special
rurging kids to pledge their time to volunteer -- beginning at 8:00 PM (ET/PT) on
Saturday, October 1, it was announced today by Geraldine Laybourne, President of
Nickelodeon. The Big Help-a-thon is the first initiative of The Big Help campaign.
Nickelodeon's multi-year, national grassroots effort designed to encourage and empower
kids to participate in community service activities. In addition to kicking off the Big Help-
a-thon, President Clinton has recorded a public service ánnouncement for The Big Help
campaign
"The helping hand is an essential part of the American tradition. Americans have always
taken pride in helping out our fellow citizens in times of need. said President Clinton in
his message urging kids to volunteer. "There are lots of ways kids can help. Whether it's
by cleaning up a park; collecting food to feed the hungry; or reading to people who can't
read for themselves, kids are proving that by helping they can make a difference in the
world."
"We are honored to have President Clinton as such a strong supporter of The Big Help,"
said Ms. Laybourne. "There's no better person to kick off our effort than the President,
who has made public service a cornerstone of his administration."
(more)
NICKELODEON 1515 BROADWAY 10036
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Since its launch earlier this year. The Big Help has garnered the support of actress
Whoopi Goldberg, who serves as the campaign's national spokesperson; NBC "Today"
co-host Katie Couric: San Antonio Spurs' basketball star David Robinson; and Jonathan
Tavior Thomas of ABC's "Home Improvement." among others.
The Big Help-a-thon officially begins Saturday, October 1 at 7:30PM (ET/PT) with "The
Big Help Kick-Off Special," hosted by Marc Summers and Melissa Joan Hart. This will be
followed by a special edition of SNICK (Saturday Night Nickelodeon) hosted by Boyz II
Men at 8:00PM-T0:00PM (ET/PT). During this time, kids can begin calling in their
pledges via an 800 number provided by Nickelodeon and MCI, who has signed on as a
corporate partner for the campaign. In addition, Help-a-thon participants can pledge
volunteer time through Prodigy and America On Line, on line services with close to
400,000 kid users.
On Sunday. October 2, The Big Help-a-thon, hosted by Marc Summers, will air live from
9:00AM-5:00PM (PT), 12:00PM-8:00PM (ET). Updates and special programming will
be broadcast from "The Big Help Block Party" at Universal Studios in Hollywood. Co-
host Jonathan Taylor Thomas will be joined by special guests including Marlee Matlin.
Gabrielle Carteris, Mark Curry, and Ben Savage who will update hours pledged. Other
events of the day include a countdown of the ten most-watched NICKTOONS of all time,
musical performances. live segments from the games and activities at the Block Party
booths as well as interviews with celebrities and volunteers manning the phone lines.
The Big Help campaign is supported on-air by public service announcements featuring
Tom Arnold, Linda Gray, Corin "Corky" Nemic, Evander Holyfield, Lily Tomlin Martin
Short, Andrew Shue, Patricia Richardson and the cast of "Roseanne." Other educational
efforts include "how-to" brochures that enable kids, parents, schools, cable operators,
advertisers and volunteer service organizations to participate in the campaign from
anywhere in the country.
(more)
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Nickelodeon announced the launch of The Big Help in March 1994 and has identified five
target cities for its campaign including Boston. Orlando, Philadelphia, San Antonio and
Santa Barbara. After the Big Help-a-thon, kids can begin to fulfill their pledge time on
October 15, Nickelodeon's The Big Help Day. Specific volunteer activities will be
organized by Nickelodeon in conjunction with national volunteer groups. local schools and
cable operators, and other community organizations.
Nickelodeon is one of the largest producers of children's television programming in the
world and one of the highest rated basic cable networks. Nickelodeon is a registered
trademark of MTV Networks, a division of Viacom Inc.
###
DEC 13'94 17:48 FR VIACOM
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MELE
Contact:
Monntha
Paula Kaplan
Director Communications
NICKELODEON
(818) 505-7849
Alexis Hunter
Manager, Corporate Communications
MTV Networks
(818) 505-7856
OVER 31 MILLION VOLUNTEER HOURS PLEDGED BY KIDS
DURING NICKELODEON'S
"BIG HELP-A-THON"
President Clinton, Celebrities Team Up To Encourage Kids To Volunteer
Los Angeles, CA, October 3, 1994 This weekend kids across the country pledged over
31 million hours of volunteer service during NICKELODEON's "Big Help-a-thon" -- a
12 hour live telethon designed to encourage kids to volunteer their most valuable
resource: their time.
"This weekend nearly 5 million kids proved that they're motivated to make a difference,"
said Geraldine Laybourne, President of NICKELODEON "By pledging over 31 million
hours. the message they sent is loud and clear: Kids are ready, willing and able to help."
The Big Help campaign has attracted support from President Clinton, Whoopi Goldberg,
Katie Couric and top celebrities from music, sports and television. The "Big Hélp-a-
thon" will be followed by The Big Help Day - Saturday, October 15 -- when kids across
the country will begin to fulfill the hours they pledged. This year, NICKELODEON has
partnered with cable operators and community-based volunteer organizations in Boston,
Orlando, Philadelphia, San Antonio and Santa Barbara to connect kids to volunteer
opportunities The Big Help Day will enable kids to learn firsthand, about volunteer
activities they can participate in their own communities
-more-
NICKELODEON TeLePHONE: 1515 BROADWAY 10036
212-258-7080 FAX:212.258.75 New YORK NY
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Kids called in to NICKELODEON through a custom designed. national toll-free calling
service capable of receiving, tabulating and reporting millions of phone calls. With the
help of MCI. NICKELODEON streamlined the pledging process and was assured
accurate tote board updates throughout "The Big Help-a-thon." In addition. kids
pledged their time through America On-Line and Prodigy
NICKELODEON is one of the largest producers of children's television programming in
the world and one of the highest rated basic cable networks. NICKELODEON is a
registered trademark of MTV Networks, a division of Viacom Inc.
###
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NICKELODEON
NICKELODEON'S The Big Help
Fact Sheet
"If nobody did anything, nothing in the world would
be different. Not everyone realizes that kids can
make a difference too. Some adults think we can't,
but we can."
- 9 year-old girl. talking about volunteering
THE BIG HELP:
NICKELODEON's The Big Help is a multi-year national grassroots campaign designed to
educate. encourage and provide opportunities for kids to perform volunteer service in
their communities. The Big Help is a way for kids to demonstrate through tangible
activities that they can make a difference in the lives of their peers in their communities.
The campaign will link kids from diverse areas and backgrounds to the common
experience of helping others.
ON-AIR ACTIVITIES:
The Big Help campaign will include public service announcements featuring celebrities and
animated characters from NICKELODEON's programming The PSA's will be followed
by other educational efforts aimed at kids, parents, schools, cable operators, advertisers
and volunteer service organizations, including "how-to" brochures that will enable them to
participate in the campaign from anywhere in the country. Additionally, NICKELODEON
will sponsor a weekend telethon to motivate kids to pledge their time to volunteer.
THE BIG HELP CITIES:
NICKELODEON-sponsored activities will be held in these cities: Boston, Orlando,
Philadelphia San Antonio. Santa Barbara
TELETHON HEADQUARTERS:
Los Angeles. Orlando
TELETHON DATE:
October 1,-2, 1994
THE BIG HELP DAY:
October 15, 1994
COMMUNITY SERVICE GROUPS:
Earth Force
Youth Power/"Just Say No"
4-H Club
Youth Service America
Points of Lights
Second Harvest
NICKELODEON 1515 BROADWAY 10036
TeLePHONe: 212-258-7080 FAX:212-258-7595
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