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Going back In TIME.

A PSA campaign developed by Red Deluxe Brand Development for the national ALS Association has its first pickup: the April 21 issue of TIME Magazine. The new campaign recognizes 2014 as the 75-year anniversary of Lou Gehrig’s retirement from baseball due to ALS, and it calls attention to the ongoing fight against the disease that is often called simply “Lou Gehrig’s Disease.”

The national campaign remembers Gehrig’s emotional farewell speech in 1939 when he declared himself the “luckiest man on the face of the earth.”

In additional to PSA placements in national print media, the campaign features a microsite, commemorative posters, patches, and pins. Additionally, The History Channel is working with The ALS Association and Red Deluxe on national broadcast spots.

“Gehrig remains an inspiration, representing fortitude, humility and courage to the tens of thousands of Americans living with Lou Gehrig’s Disease,” said Carrie Martin Munk, chief communications and marketing officer for the ALS Association. “This powerful campaign honors his legacy and commemorates this anniversary year but also recognizes today’s faces of ALS and the importance of finding treatments and a cure for this cruel disease.” 

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