IntelliTxt-enabled publishers Go Pink for Breast Cancer Awareness Month

October 5th, 2006, (Adotas) — In honor of the current National Breast Cancer Awareness Month, things are going pink across the Vibrant Media network of 1,200 IntelliTxt-enabled publishers ? specifically the words "breast cancer."

Beginning today the Breast Cancer Research Foundation and Wilson Sporting Goods Co. have paired with the in-text advertiser to raise awareness of the disease and funding for a cure. Throughout October the Research Foundation has exclusive advertising rights to use the phrase "breast cancer" to launch user-initiated video units as part of the ad network's word ownership program. The word-buy and the campaign creative were done at Vibrant Media's expense.

"We're not a giant company," said campaign originator Anna Kassoway, vice president of marketing at Vibrant Media, New York, "but there's a lot of good we can do for a great cause."

With around 140 employees, Vibrant Media hopes to send a positive message to its staff as well as present its values to the greater public, according to Vibrant Media CEO Doug Stevenson.

Rather than the standard green underlining, the phrase "breast cancer," will be double-underlined and highlighted pink on all Vibrant Media partner Web sites including iVillage,,, eDiets and, which deal with women's health issues.

When users scroll over the highlighted text a video unit appears playing a short message with audio from the Research Foundation. The ad unit features logos of both the Research Foundation as well as Wilson Sporting Goods, Chicago. Wilson, a long-time corporate sponsor of the Research Foundation, will donate $1 to the nonprofit organization for each click on the video ad unit, up to $100,000.

According to comScore, Vibrant Media reaches more than 70 million consumers worldwide each month.

"We've done smaller [charitable] things in the past," Mr. Stevenson said. "I think it's the first of many larger campaigns. We have such a scale now that you realize in addition to product adverts you can mix in some adverts for non-profit causes as well."

About Vibrant
Vibrant is a world leader in contextual technology, aligning billions of words across the internet with relevant video, information, tools, and advertising. With over 4,000 premium publishers, reaching more than 135 million unique users per month (comScore, May 2009), Vibrant gives top brand marketers the opportunity to deliver highly targeted advertisements within premium Web content and offers publishers premium editorial tools to re-circulate users throughout their websites. The company, founded in 2000, has offices in London, New York, Detroit, Chicago, San Francisco, Paris and Hamburg. For more information, visit:,,,