Advocate Announces Recipient of $1 Million Campaign

Assistance League® of Albuquerque to receive in-kind advertising, marketing and media services

Advocate, a partnership between New Mexico-based advertising and media companies designed to support not-for-profit organizations and charities based in Albuquerque, announced today the recipient of the 2010 Advocate program. Assistance League of Albuquerque, an all-volunteer nonprofit organization that develops, funds and staffs philanthropic programs based on community needs, will receive more than $1 million worth of in-kind advertising, marketing and media services donated by the partnering businesses.

Advocate reviewed more than 120 applications from charities and not-for-profit organizations and conducted interviews and site visits with three finalists. “We are very excited to select Assistance League of Albuquerque as the inaugural recipient of our program,” said Del Esparza, president of Esparza Advertising and organizer of Advocate. “We chose this organization for the yearlong unified advertising campaign because of the good work it does in the community from running a thrift shop, to providing APS student uniforms to needy families, to helping sexual assault victims, to assisting people living with cancer.”

The Assistance League of Albuquerque has more than 300 all-volunteer members that support the programs created to help the “at-need” community in Albuquerque. “We are honored to be selected by Advocate as the first recipient of its generous program. The $1 million advertising campaign will help us become better known in the community as we serve Albuquerque’s most vulnerable citizens. It’s our goal to find a voice that will be heard by people who need our help,” said Jane Ann Lunn, president of Assistance League of Albuquerque.

Advocate estimates it will provide Assistance League of Albuquerque with more than $1 million worth of marketing and media-related services including advertising, public relations, print and broadcast advertisements, creative and production services, on-line interactive and mobile strategies, public service announcements, and more.

“What is so unique about Advocate is that the million dollars worth of in-kind services will have long lasting effects,” said Mayor Richard J. Berry. “Over the years, Assistance League of Albuquerque has helped thousands of New Mexicans and the services provided by Advocate should ensure their success for many more years to come.”

More than 120 applications were reviewed and each not-for-profit organization was rated on a five-point scale covering a variety of categories from the organization’s current programs and services to its community impact. La Familia, a non-profit social service agency that provides adoption, treatment foster care, and outpatient counseling services, the Office of Philanthropic Outreach, a cross-sector partnership with the New Mexico
Children’s Cabinet that addresses New Mexico’s most pressing social needs, and Assistance League of Albuquerque were selected as the three finalists. The Advocate partners met with each organization and conducted site visits of their facilities.

Advocate is a partnership between New Mexico-based advertising and media companies including Esparza Advertising; Citadel Broadcasting Company that operates seven radio stations in Central New Mexico including News Talk 770 KKOB-AM, News Talk 1050 KTBL-AM, Sports Radio 610 KNML-AM, Country 92.3 KRST-FM, Hot AC 93.3 KKOB-FM, Adult Hits 103.3 (Ed) KDRF-FM, and Soft Adult Contemporary 99.5 KMGA-(Magic) FM; Entravision Communications Corporation that operates KLUZ-
TV, KTFQ-TV, KRZY-AM and KRZY-FM; Clear Channel Outdoor; Lin Media Corporation that operates KRQE-TV, KASA-TV, KBIM-TV and KREZ-TV; New Mexico Business Weekly owned by American City Business Journals; and James Korenchen Public Relations.

Assistance League of Albuquerque is an all-volunteer nonprofit organization and one of more than 120 chapters and guilds of National Assistance League. It was founded in
Albuquerque in 1962 and develops, funds, and staffs philanthropic programs based on community needs. Its Bargain Box Thrift Shop helps to fund programs which include: “Operation School Bell®” providing uniforms to 3,500 APS students; the “Sparkle”
program offering toiletries to nurses in 34 APS schools that require uniforms; “The Kids on the Block” volunteers who perform puppet shows dealing with social issues to more than 200 students in 18 schools; the distribution of “Buddy Bears” to Albuquerque Police Department and Albuquerque Fire Department personnel who offer them to traumatized children; providing Animal Humane New Mexico with towels, blankets and sheets for use in caring for animals; the “Kids Are Pretty Special” program giving more than $6,000 worth of clothing, food, supplies and snacks to infants through teenagers who have been taken from their homes on a short-term basis by the CYFD Investigation Unit; “Sharing” which donates selected items to Albuquerque Rescue Mission and Animal Humane New Mexico; supplying Albuquerque’s SANE program with “Assault Survivors Kits®” that offer clothing, feminine hygiene products, and snacks to victims of sexual assault; the Blue Portal in Old Town, Albuquerque for seniors to sell their crafts; “Tender Loving Care,” volunteer knitters and crafters who make chemotherapy caps, receiving blankets, booties and hats for cancer patients and premature babies; and “Our Sister’s Closet” in partnership with the YWCA providing appropriate business clothing to women preparing to return to the workforce.

For more information contact:
James Korenchen, JKPR at (505) 797-6671 or

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