Pinnacle Advertising Honored with Prestigious Awards for its Online Educational Safety Campaign for NCTA

Business Wire,  July 14, 2008  

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LOS ANGELES -- Pinnacle Advertising President Michelle Manire today announced the win of two prestigious creative awards for the PointSmartClickSafe educational campaign created for the National Cable & Telecommunications Association (NCTA).

The PointSmartClickSafe campaign is being honored at the 29th Annual Telly Awards with a Bronze Telly in the public service category. The project also was selected as an Official Honoree at the 12th Annual Webby Awards in the family/parenting category, scoring within the top 15 percent of all work submitted.

"With the help of the remarkable efforts of Pinnacle, the cable industry has realized a national campaign that its companies could embrace in their efforts to reach out to families, communities, and customers," said Christina Anderson, Director of Web Strategy, NCTA. "Pinnacle's work on the PointSmartClickSafe website, the website videos, and magical public service announcements has won praise not only from cable industry companies but from leaders and organizations around the nation that passionately advocate online safety and Internet literacy for American families."

Pinnacle in collaboration with Cable in the Classroom and NCTA laid the foundation for the PointSmartClickSafe campaign with a resource rich website, www.PointSmartClickSafe.org, designed to inform parents how to use and monitor the Internet, keep children safe from online predators, and learn more about media literacy. The website features extraordinary and originally-produced web-based video vignettes that help drive home the real family issues created by increasing use of the Internet by American families.

The power of the videos generated extensive demand among cable multiple system operators and programmers for versions of the vignettes that could be utilized as public service announcements (PSAs). Upon request of the NCTA Public Affairs Committee shortly after the website was launched, Pinnacle re-packaged the website video segments into multiple-length PSAs, which have been aired thousands of times by cable systems and networks since the PointSmartClickSafe initiative was unveiled in June 2007.

"Being given an opportunity to truly make a difference was something we leapt at," said Michelle Manire, president of Pinnacle Advertising. "Being recognized for campaign excellence is a vote from peers that says we are having a significant impact. It is thrilling to be able to work with a client like NCTA, whose willingness to work together allowed us to play a major role in producing a campaign that resonates with audiences."

Telly Award judges selected the PointSmartClickSafe campaign from over 14,000 entrees, while Webby Award judges reviewed more than 10,000 entrees from around the world.

About Pinnacle Advertising

Los Angeles-area based Pinnacle Advertising, founded and led by former Women in Cable & Telecommunications Southern California President Michelle Manire, is a full service creative agency specializing in brand strategy, design, media buying and advertising for companies in the media industry. For more information, please visit, www.pinadsllc.com.

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