Studdard, Hicks help make kids' final wishes come
Thursday, October 23, 2008 MICHAEL TOMBERLIN News staff writer
Some of Alabama's biggest celebrities are using their charms for Magic Moments.
The statewide charity that grants the wishes of chronically ill children has recorded a new series of public service announcements featuring such homegrown and adopted stars as American Idols Ruben Studdard and Taylor Hicks, sports greats Joe Namath and Al Del Greco and Olympian Vonetta Flowers.
The "Stars Fall on Alabama" advertising campaign coincides with Magic Moments' 25th anniversary. The charity has granted around 3,700 wishes to children in all 67 counties in the state.
Pam Jones, executive director of Magic Moments, said it seemed natural to use some of the state's biggest names to help some of its smallest residents.
"We know we can go into their homes at a time when they have very little to smile about and give them some real happiness," Jones said. "These celebrities are happy to be a part of what we are doing."
The WilbanksElam marketing and public relations firm organized the new advertising campaign. Principal Bill Elam said the idea started with Studdard and Namath.
Both were involved in granting wishes before.
Studdard granted the wish of a young girl with cancer who wanted to meet the "American Idol" winner. He took her and her family to dinner and even sang her favorite song there in the restaurant.
"There was hardly a dry eye in the place," Jones said.
When Magic Moments and WilbanksElam were trying to decide what the 25th anniversary campaign should entail, the stars started to align.
"One of the things Magic Moments likes to do is really focus on the brighter side of things," Elam said. "Working with homegrown stars fit in perfectly with that."
Hicks was the first to sign up.
Magic Moments board member Gene Hallman used his contacts through the Regions Charity Classic golf tournament to recruit Namath. Former NFL quarterback Joe Theisman was playing in the golf tournament and, although he's not an Alabama celebrity, wanted to participate.
Flowers was next to jump on board. Studdard and Del Greco, an Auburn kicker who went on to the NFL ranks, were the most recent to record their ads.
Requests are out for other Alabama stars to participate.
Elam said though he knows celebrities are often eager to give time to worthy projects like Magic Moments, he has been surprised by how willing the stars have been to support this campaign.
"These folks have busy schedules," he said. "They have been very, very good and enthusiastic."
The ads should start showing up in television, radio and print next week in Huntsville, Birmingham, Montgomery and Mobile. Elam said they can have advertising ready for billboards if they find a company willing to donate space.
Jones said he hopes having big-name stars donate their time will boost corporate and individual donations - meaning more money can go into what Magic Moments is all about.
"We want as many of the dollars as possible to go to the actual wishes," she said.
Elam said he expects the star power to have a significant impact on Magic Moments, particularly during today's slow economy when charitable giving can suffer.
"The halo effect of stars like this can be substantial," Elam said. "This will certainly help with awareness and make Magic Moments stand out." On the Net
www.magicmoments.org http://www.al.com/business/birminghamnews/...2560.xml&coll=2
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Subject: Studdard, Hicks help make kids' final wishes come 
Thu Oct 23, 2008 2:15 pm
