NYU Child Study Center and The Bear Stearns Charitable Foundation launch outreach campaign


Campaign to help children cope with the emotional effects of 9/11 and War on Terror

NEW YORK, March 24, 2004 The NYU Child Study Center and The Bear Stearns Charitable Foundation today announced that they have embarked on the second phase of their ongoing educational campaign aimed at raising awareness of the potential emotional impact of 9/11 and its aftermath on children.

The initiative centers on a series of television public-service announcements ("PSAs") designed to reach parents and adults who interact with children at risk for potential emotional problems related to the events of 9/11, as well as the related War on Terror and the ongoing threat of terrorism. The spots were created pro bono by BBDO New York.

"The threat of terrorism is an inescapable reality, especially in cities such as New York," said NYU Child Study Center Director Harold S. Koplewicz, MD. "Everywhere we turn, we find a vivid reminder of the dangers we face -- from the recent bombings in Spain, to reports on new threats of terrorism around the world."

Added Dr. Koplewicz, "Even those images that are designed to heal the city, like the unveiling of designs for the Memorial and Freedom Tower, are tangible reminders of the 9/11 terrorist attacks. These constant indications about the dangerous world we live in are difficult to cope with. This campaign, which has been generously supported by Bear Stearns, hopefully will serve as a reminder that we all must remain mindful of the potentially negative impact these images have on the youngest and most vulnerable among us."

Each PSA, all of which are narrated by Whoopi Goldberg, emphasizes the warning signs and directs the public to a website, AboutOurKids.org, and a toll-free hotline, 1-866-NYU CHILD (866-698-2445), where additional information on symptoms and treatment options is available.

"The Bear Stearns Charitable Foundation is proud to continue our working relationship with the NYU Child Study Center," said Bear Stearns Chairman and CEO James E. Cayne. "I wish to thank the employees of Bear Stearns for supporting this important endeavor and for their obvious concern for the next generation of New Yorkers."

Added John Osborn, President & CEO of BBDO New York, "This effort was near and dear to our hearts. The campaign reflects the passion, interest and teamwork that went into the cause 'giving children back their childhood.'"

The NYU Child Study Center and Bear Stearns plan to follow the television PSAs with print and radio public service announcements. As the sole corporate sponsor, The Bear Stearns Charitable Foundation has helped underwrite the cost of the initiative.

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Last reviewed: By John M. Grohol, Psy.D. on 21 Feb 2009
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