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JOHNSON & JOHNSON ADVERTISING CAMPAIGN SUPPORTS FEDERAL 'HEALTHY START' INITIATIVE

 JOHNSON & JOHNSON ADVERTISING CAMPAIGN SUPPORTS
 FEDERAL 'HEALTHY START' INITIATIVE
 WASHINGTON, May 11 /PRNewswire/ -- In support of a new government initiative to reduce the country's infant mortality rates, Johnson & Johnson today launched a national television network advertising campaign to build awareness of the need for early prenatal care.
 Beginning today, the company will air a specially produced television ad targeted to those most at risk of having low birthweight or severely ill babies: teenage mothers and low-income women with limited access to health care. This paid 30-second spot -- which deals with the issues of smoking, drinking, drug abuse and getting timely prenatal care -- tells pregnant women "from the moment you become pregnant, everything you do to your body, you do to your baby."
 This Johnson & Johnson advertising is part of a recently announced five-year, $15 million Maternal and Child Health Initiative being conducted by the corporation to help safeguard the health of children and pregnant women. The Johnson & Johnson initiative will focus primarily on prevention as a critical element in appropriate maternal and child health strategies, including committing resources to paid advertising as a way of disseminating information to large numbers of Americans.
 "Johnson & Johnson believes strongly that the corporate sector can play a leadership role in raising public awareness of the issues that affect maternal and child health in this country," said Ralph S. Larsen, chairman and chief executive officer of Johnson & Johnson, in announcing the company's ad campaign.
 "Corporations such as ours should be looking at the special resources and marketing expertise that we can uniquely offer to address this major public health problem," Larsen said.
 Johnson & Johnson's advertising campaign has been developed to augment support for a new five-year federal program called Healthy Start. Conducted by the Department of Health and Human Services (HHS), Healthy Start will provide information and services to pregnant women, especially in those areas where infant mortality rates are high.
 Lintas:New York, which produces advertising for Johnson & Johnson's baby products, developed this new advertising. Among Lintas' campaigns for Johnson & Johnson is the "Language of Love" series, which focuses on the bonding of a new mother and her baby, and the importance of touch.
 According to G. F. (Pete) Tyrrell, vice president, advertising, of Johnson & Johnson: "As a major advertiser, Johnson & Johnson knows that television is the most direct way to reach the American public with information about their family's health. We have used the same motivational techniques in talking about prenatal care that have been so successful in marketing our baby products to consumers nationwide."
 The new advertising will begin to air this evening.
 -0- 5/11/92
 /CONTACT: David Swearingen of Johnson & Johnson, 908-524-3538, or home, 908-389-9641/
 (JNJ) CO: Johnson & Johnson; Lintas:New York ST: New Jersey IN: HEA ADV SU:


GK -- NY033 -- 8522 05/11/92 10:27 EDT
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Publication:PR Newswire
Date:May 11, 1992
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