NBC'S 'THE MORE YOU KNOW' PREMIERES CONTEST-WINNING PSA ON SELF ESTEEM FEATURING MARISKA HARGITAY
Winning PSA To Be Broadcast as Part of the Launch of 2006-07 Campaign
Campaign Launches New Interactive Website With Message Boards
NEW YORK � December 11, 2006 � NBC's award-winning public service campaign, "The More You Know," premieres a contest-winning PSA on the topic of self esteem, written by 18-year-old Angelique Jordan of Hephzibah, Georgia. The PSA will air on December 16th during the NBC Movie Of The Week, "It's A Wonderful Life."
The PSA features Mariska Hargitay (Law & Order: SVU) and resulted from a contest "The More You Know" launched in partnership with CosmoGIRL! magazine this summer. Teens from across the country tried their hand at writing a PSA script about self-esteem, as well as an essay on the importance of this subject. The winner received the lifetime opportunity for her script to be produced and broadcast on NBC, and was also awarded a family vacation to Universal Orlando.
"I am so excited to be the winner of this contest," said Jordan. "I am thankful that both NBC and CosmoGIRL! gave me the chance to express how important the issue of self-esteem is, and I hope that young people across the country are able to learn from this PSA."
"This was a rewarding assignment for young women, that inspired them to think about self-esteem and how to embrace it. I congratulate Angelique for digging deep within her, and creating such an empowering message. It was an honor to deliver her words," said Hargitay.
The winning PSA will be broadcast as part of the launch of the 2006-07 campaign, which marks TMYK's 18th season. This year's new theme is "Keeping Youth, Families and Communities in the Know." The campaign also boasts a new look and a new interactive website, www.themoreyouknow.com. The site includes new "Share What You Know" message boards for users to exchange information on topics addressed in the PSAs.
In addition to Hargitay, NBC talent participating in this year's campaign are: Howie Mandel (Deal or No Deal); Christopher Meloni (Law & Order: SVU); Josh Duhamel, Molly Sims and James Lesure (Las Vegas); Jamie Pressly (My Name is Earl); John Stamos, Linda Cardellini and Parminder Nagra (ER); John Madden and Dale Earnhardt, Jr (NBC Sports); Jesse Martin and Epatha Merkerson (Law & Order); Matt Lauer, Meredith Vieira, Al Roker, Ann Curry, Brian Williams and Chris Matthews (NBC News); Donald Faison and Sarah Chalke (Scrubs); Vincent D'Onofrio and Kathryn Erbe (Law & Order: CI); and Miguel Ferrer and Jerry O'Connell (Crossing Jordan).
This year's campaign addresses several new topics: environment, HIV/AIDS awareness, nutrition and physical activity. Other spots emphasize family communication, with specific messages on parental involvement in education, volunteerism, monitoring kids' television viewing, Internet safety and emergency planning. The campaign continues to address timeless issues, such as drinking and driving and mentoring.
"The More You Know" is NBC's long-standing commitment to its viewers and their communities to help educate and raise awareness of important societal issues. Since 1989, "The More You Know's" award winning public service announcements have effectively communicated messages ranging from parental involvement to prejudice. The PSAs encourage action and involvement by providing hotline numbers and websites, which guide viewers to appropriate agencies. Under the banner of "The More You Know," affiliates produce PSAs that address topics of local concern. Stations also implement community outreach activities such as adopt-a-school initiatives and health fairs.