"Year of the Military Family" campaign launched


To recognize the sacrifices and the day-to-day needs of America's three million military family members, the US Family Health Plan, a Department of Defense-sponsored healthcare plan, has partnered with the National Military Family Association (NMFA) to implement a public service campaign urging citizens to "support, befriend, remember and appreciate" military family members. US Family Health Plan, which in January launched a "Year of the Military Family" initiative, underwrote the public service campaign and has also donated to a scholarship fund for military family members, treated scores of them to free movie screenings and finalized plans to provide 150,000 more with complimentary family portraits.

The campaign consists of national print, radio, TV, online and in-cinema public service announcements. Thirty- and 15-second video PSAs will air to approximately 3.4 million moviegoers in 205 theatres this summer and, along with four radio PSAs, may be downloaded from yearofthemilitaryfamily.org. Additional messages will be conveyed through military association publications and via the airwaves in regions heavily populated by military families.

In further support of military families, the health plan's contribution to the American Patriots Scholarship Program, an initiative of the Military Officers Association of America (MOAA), will aid students whose parents have died during active service.

The free family portraits will be provided this fall in partnership with participating JCPenney Portraits studios through vouchers distributed by the health plan.