NBFAA to launch national media campaign

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Monday, April 1, 2002

SILVER SPRING, Md.-The National Burglar & Fire Alarm Association is launching a public relations campaign that will be distributed to news outlets across the country, perhaps making it one of the largest endeavors undertaken by the security industry.

The campaign, called Reassuring America, is now in production mode. It will feature a 30-second television commercial geared toward residential and commercial audiences, a 60-second radio spot, print advertising and a four-color brochure.

The advertisements and public service announcements will be used to educate people about the security industry and to promote the NBFAA/AIREF Heroes Scholarship Fund, created for the children of police and fire fighters lost on Sept. 11. Placement is expected to begin late spring or early summer.

"It was a way to publicize the good that the industry does after the wake of Sept. 11," said Amanda Johnston, communications director.

Tony Smith, who heads up NBFAA's marketing committee, said the campaign is unique. Not only does it set out to raise money for the Heroes Scholarship fund, but it's "promoting the industry and the fact that we are a solutions process for a number of problems the homeland security issue faces," said Smith.

The idea originated from NBFAA member David Merrick of Vector Security. The Ademco Group also donated $50,000 to pay for production costs.

"This is a perfect example of how members can give us a call," said Johnston, about Merrick's idea. "Look how his idea turned into something spectacular."

Besides the campaign being distributed by NBFAA, kits will be available for member associations to purchase in May.