We turn again to the icon campaign only this time an all-electronic version. It’s the season of St. Patrick’s Day in the United States and the Muscular Dystrophy Association is selling their paper Shamrocks in stores and other retail locations. I saw them advertised as a top banner ad on the website of my local newspaper. I clicked on the ad and it took me to a secure page on the MDA website . It took forever to download, but in time a video appeared featuring a short performance from by singer Ace Young from their telethon. Young, a former American Idol finalist, then made a call to action to support the MDA by buying an electronic version of their Shamrock in $5 or $10 amounts, or more. Some of the traffic comes from Young’s Myspace page and he addresses those fans directly in the script. MDA also has a Myspace page and counts Young as a friend. Like all icon campaigns this is “ fortune at the bottom of the pyramid ” type fundraising, but for MDA an 'e-Shamrock' is vastl...
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