British Columbians will soon be invited to get good advice about their gut at Badgut.org, thanks to a generous airtime donation by the province’s broadcasters.
The British Columbia Association of Broadcasters (BCAB) announced its members have chosen the GI (Gastrointestinal( Society and its associated registered charity, the Canadian Society of Intestinal Research, as this year’s Humanitarian Award recipient.
“The Humanitarian Award is an opportunity for non-profit organizations to gain significant exposure for the important work they do at no cost to them for the airtime,” says BCAB president Kevin Gemmell. “The GI Society will allow broadcasters to educate the public about the problems associated with intestinal, digestive, and liver disorders. Our association sees an opportunity to bring to the forefront issues that affect a large populace of British Columbians.”
As many as 60% of British Columbians live with gastrointestinal and liver conditions. As the Canadian leader in providing trusted, evidence-based information on all areas of the gastrointestinal tract, the GI Society is committed to improving the lives of people with GI and liver conditions, supporting research, advocating for appropriate patient access to health care, and promoting gastrointestinal and liver health.
Gail Attara, president, CEO, and co-founder of the GI Society, thanked the British Columbia Association of Broadcasters during the Award Gala for the generous 2017 Humanitarian Award. She adds, “The media exposure the Award offers will strengthen our distribution network and allow us to help more individuals than ever before. Talking about digestive diseases and disorders is often embarrassing or taboo, which can make it difficult for patients to ask for help, or for those without the illnesses to understand. Many of those living with these conditions struggle in silence.”
By sharing its message with the help of the BCAB Humanitarian Award, the Society will also have the chance to expand its reach and influence among GI and liver patients in British Columbia, encouraging them to foster communication with their health care providers and advocate for their own GI health and wellness. Attara added, “Our popular website, www.badgut.org, contains medically-sound information. Check out our fast-paced videos and read about many digestive issues, from the gum to the bum.”
Paul Evered, the GI Society’s Development Director, who also attended the Gala, anticipates that the campaign will allow the Society to form new relationships and connections with the individuals they serve. “We greatly appreciate the British Columbia Association of Broadcasters for giving us this opportunity, and we are certain that this campaign will allow us to start new conversations with British Columbians about their gastrointestinal and liver health.”
The value of the airtime donated by BCAB Member stations is in excess of $1 million over the course of the 12 months – July 2017 to June 2018. Gemmell says: “Every member station of the BCAB is asked to run the prepared PSA campaign a minimum of 10 times per week. Many stations offer well over the weekly amount over the course of the 52-week campaign.”
“The Humanitarian Award allows broadcasters to collectively give back on an annual and ongoing basis,” adds Gemmell. “It’s quite simply our duty and honour to offer this kind of program to deserving provincial organizations.”
This year’s campaign will begin in July and continue running on member stations throughout the province for one full year.
BCAB Humanitarian Award nominations are open year round. The recipient of the Humanitarian Award is chosen in March of each year and awarded at the BCAB Conference and Awards Gala in May. Information on the criteria and process can be found at www.bcab.ca/awards/humanitarian.
About the BCAB:
The British Columbia Association of Broadcasters represents private television and radio broadcasters with the mandate to combine the resources and strength of our industry in three key areas: to promote and contribute to community enhancing programs throughout our province, to present a unified and credible voice in matters that affect our growing industry, and to provide our members with information and inspiration through our annual BCAB Conference.
As one of the most enduring and essential communications industries, the private broadcasters of BC have a long and productive history of serving the citizens of this province. A commitment to the delivery of timely and useful information as well as diverse programming is the collective goal of the radio and television broadcasting industry. The emergence of new media platforms – online and mobile – present even greater opportunities for our members to connect with the audience we serve. The BCAB actively works at strengthening our voice in the wider business community and contributing to the positive growth of our province.
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