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CBS Cares campaign on depression wins national award

The Pitch: Your Inside Guide to Healthcare Advertising, July 17, 2006

The CBS network has won an Outstanding Media Award for its public service campaign on depression awareness. The effort, called CBS Cares, launched in 2005, was recognized by The National Alliance on Mental Illness this week at their annual national convention.

Over the last year, the campaign has aired 30-second, 15-second, and 10-second PSA spots during primetime hours. All the spots focus on the stigmas associated with depression, reinforcing that the illness is treatable. The spots feature CBS personalities, such as Greg Gumble (CBS sports), Anthony LaPaglia (Without a Trace), Mandy Patankin (Criminal Minds), Danny Pino (Cold Case), and Mike Wallace (CBS News).

Additionally, the campaign includes the website http://www.CBSCares.tv, developed in partnership with New York Presbyterian University Hospital of Columbia and Cornell University in Ithaca. On the Web site viewers can find more information about depression, possible medication, treatment options, and recommended reading.