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“THE PAREW 7.
A NATIONAL PROMOTION WORTHY OF LOCAL BUILD-UP FOR SHOWINGS OF “A CHILD IS BORN”
Here is an opportunity for theatremen to tie in their showing of “A Child
Is Born” with one of the most thoroughly planned promotions to come
our way in many years. “Better Parenthood Week” is set for October 23rd to 29th when “A Child Is Born” will have most of its playing time. That
means the greatest possible number of exhibitors can benefit from this
national week, by carrying out local campaigns patterned after the broad
national program which includes:
A luncheon of the Better Parenthood Week Committee at which Mrs. Franklin D. Roosevelt will be This talk and others by Mr. George J. Hecht, Chairman of the committee, and Publisher of Parents’ Magazine, Miss Edith Nourse Rogers, Representative from Massachusetts, Dr. E. A. Gilmore, President of Iowa State University, and Mrs. Clara Savage Littledale, Editor of
the principal speaker.
Parents’ Magazine, will be broadcast over the NBC and Columbia networks. Check with your local radio
stations and arrange to tie in your local program.
At this luncheon the man or woman who contributed most to child welfare in America during the past year will be awarded with the Parents’ Magazine trophy emblematic of this disinction. You should arrange with the proper local authorities to honor a local man or woman for the same distinction. This enables you to get official or semi
official recognition for your showing.
Retail stores are brought into this program by means of window stickers (reproduced below), display backgrounds and other material. You can make capital of this with a co-op advertising page, the heading of which can incorporate the title of the picture and the slogan of the week: “‘Give First Thought to Children.”’ Or you can incorporate this slogan on the co-op dealer page layout on page 7. Also the picture page layout on pages 12 and 13 can be run with a banner line carrying the slogan. Radio
can present child welfare authority.
In many newspapers throughout the country there will appear a series of articles to run daily under the title, ‘““How to Be a Better Parent.”? Also a great many local observances are planned. Governors of many states have agreed to issue proclamations. All this intensive activity can be localized and dove-tailed into every part of your cam
paign for “‘A Child Is Born.”’
CONTACT LOCAL WOMEN’S CLUB, PTA, AND CIVIC LEADERS 10 HELP YOU PUT OVER THIS PROMOTION
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