Salesian Missions Launches First-ever National Awareness Campaign

NEW ROCHELLE, NY, June 17, 2009 — This month marked the launch of Salesian Missions first-ever national awareness campaign. The campaign includes the nonprofit organization's first television commercial and a new campaign website at www.FindYourMission.org.

The "What's your mission?" campaign is the first-ever national awareness campaign for Salesian Missions. The purpose of the campaign is to shed light on the work of Salesian Missions all around the globe, and the 3 million children who have been helped to date in more than 130 countries. This new national campaign also celebrates the more than 5 million Americans who have financially contributed to this work while reaching out to new audiences that will help to further important programs helping children around the globe.

A key element of the campaign is highlighting those who make a difference through generous donations - and empowering the audience to join them. The campaign features "real people" - Salesian Missions staff and others connected to the charity - adding not only a personal touch to the campaign message, but highlighting in a real way those who have already given so much to the organization. The campaign also invites others to join in, asking them to upload "What's your mission?" videos on YouTube with a chance to be featured in the campaign.

"The great work that Salesian Missions does around the globe in more than 130 countries too often goes unnoticed by the public at large," says Father Mark Hyde, SDB, Director of Salesian Missions. "Raising more resources and attracting new donors will depend heavily on getting our message out for people to hear and see."

The campaign has many features, including:

• New logo and campaign slogan
• National television commercial
• New campaign website (FindYourMission.org)
• Internet ads
• "In the Know" news segments on Direct TV
• Online social networking tools such as Twitter, YouTube and Facebook
• Public relations campaign
• Cause-marketing partnerships

Salesian Missions has been working with Shoestring Creative Group, its advertising and public relations agency, since August 2008 to get ready for the June 2009 launch of the campaign.