1.16.2008 - 06:00am ET

(CSRwire) WHITE PLAINS, N.Y. - January 16, 2008 – The March of Dimes today unveils a new marketing campaign focused on the health of all babies – those born healthy as well as those who need help to survive and thrive. The effort includes a new logo and color scheme; a new public service announcement (PSA) campaign including print, television, radio, and outdoor; new and refreshed Web sites; and redesigned printed materials.

Additionally, the March of Dimes today changes the name of its signature fundraising event, WalkAmerica, to March for Babies. The new name makes a clear connection to what the March of Dimes is all about – the health of babies, says the organization’s President, Dr. Jennifer L. Howse.

"The name of our event has changed, but our mission to improve the health of babies stays the same," Dr. Howse says. "Premature birth is the leading cause of newborn death and we are committed to reducing its toll. By re-positioning our organization to engage more people, and educating more pregnant women and moms about healthy babies, we hope to reach that goal much sooner."

Today the March of Dimes also introduced MarchofDimesBaby.org, a new doorway to its Web site that allows visitors to quickly see the most frequently asked questions and answers about pregnancy and baby health. Dr. Howse says the March of Dimes is aiming to be the number one resource for pregnant women and moms seeking information and answers on pre-conception, pregnancy, and baby health.

The March of Dimes hired Kansas City-based Barkley, the largest employee-owned advertising agency in the United States., to assist with the re-branding effort.

"Our new look is designed to pull people in with an unexpected approach or intriguing image," Dr. Howse says. "The public service advertising voice is more intimate and friendly, and we hope this change will help people see the March of Dimes as a more approachable organization that they can feel comfortable joining."

In addition, Dr. Howse also says the March of Dimes hopes the repositioning campaign will help kick off its goal to raise $300 million annually by the year 2010.

About the March of Dimes

The March of Dimes is the leading nonprofit organization for pregnancy and baby health. With chapters nationwide and its premier event, March for Babies, the March of Dimes works to improve the health of babies. For the latest resources and information, visit marchofdimes.com or nacersano.org.

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