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Show Page 10-- THE Prove Utah, HERALD. Sunday, November 18, 1979 United Way Have Positive Working Relationship NFL, By IRA KAUFMAN UPI Sporti Writer NEW YORK (UPI) The warning is given in the first half and the Washington Redskins are being trounced by the Pittsburgh Sieelers. A - two-minu- te television color man tells viewers about "prevent" defenses and "hurry-up- " offenses before the network cuts to a commercial. This, however: is no advertisement for radial tires. John Riggins, Washington's star running back is still on the screen but the uniform and helmet have oeen discarded. For 60 seconds Riggins carries a message rather than a football. "After her mastectomy, my mom volunteered to help other women like herself, sharing experiences and helping them with exercises," he says, standing with his mother outside of a YWCA in the Washington, DC, area. Riggins then describes a new YWCA program that provides emotional and physical support to women who have undergone breast surgery. The public service announcement ends with a closeup of the familiar logo an upturned palm and a rainbow enwhile Rigcircling a human figure gins says to viewers, "Thanks to you, it works for all of us, the United Way." That closing line has been heard during NFL broadcasts for six years as the - United Way and the National Football League continue the nation's largest television public service campaign. The ABC, NBC and CBS television networks will air 28 separate spots during nationally and regionally televised NFL games this season and CBS radio continuing its 1978 agreement with NFL Commissioner Pete Rozelle will carry United Way messages on 51 nationally broadcast pro football games. "It's been a marvelous partnership for both of us " says Rozelle, whose wife is a member of United Way's board of directors. "We're proud of the $1 billion United Ways raised just after our first series began. We're also pleased that our players have had the chance to appear in these spots not as professional athletes, but as feeling and caring volunteers who show concern for their communities." The value of free airtime contributed by the NFL to United Way this year has been estimated at $20 million and in 1978, NFL messages reached an estimated 80 million viewers per week. Not everyone is happy about the commercials. On Nov. 12, the National Committee for Responsive Philanthropy and the Media Access Project, both organizations, charged the United Way TV spots violate the Federal Communications non-pro- D M Commission's fairness doctrine by presenting only one side of a controversial issue. The protest noted United Way provides little or no funding to certain charities and "more and more peo-across the country are saying that Ele Ways, while doing much good work, definitely do not work for all ol us..." United Way denied the programming was "controversial" and an NFL spokesman pointed out the league has cooperated with organizations other than United Way in similar projects over the years. Mario Pellegrini, senior vice president, communications for United Way of America produces and directs the spots. He shares Rozelle s desire to show there's more to NFL athletes than shoulder pads and knee sprains.' "When I first began doing the NFL spots, I was a little concerned about working with them on film." says Pellegrini, who has worked for the American Cancer Society in its advertising campaign to reduce smoking. "I was in for a surprise, though because for the most part, these guys are terrific to work with. Sometimes, I have to keep them out there for hours and hours, trying to get things just right. They never complain." None of the players in the spots are paid for doing the commercials or making appearances for the more than 2.200 independent United Ways throughout the United States. One spot this year featuring Ahmad Rashad the outstanding wide receiver of the Minnesota Vikings, was part of President Carter's annual message on United Way. Denver running back Rob Lytle talks about his experiences with a United Way allocations committee and Tampa Bay center Steve Wilson tells viewers about the unique problems of adopting handicapped children. The NFL's partnership with United Way began in 1974 with the three-yea- r radio and television series entitled "Great Moments." Since then the NFL and United Way have created more than 230 public service announcements featuring more than 180 players "We try to put the spots on at about the warning of the first half," explains Pellegrini. "There's much more viewer interest at that point than at halftime." Pellegrini says the player featured is usually a member of the visiting team in. the particular telecast involved. That way, even if the game is not a sellout and is blacked out in the home city, fans in the visiting city are assured of seeing a player from their team. 'The spots have a tremendous lm- - pact on fundraising and identifying United Way as a community-servin- g organization representing a number of different charities," says Pellegrini who adds that a marketing survey showed that 71 percent of NFL game viewers w' recall seeing a public service met-Agidentify United Way as its source. Occasionally, Pellegrini stumbles upon a surprising discovery about an NFL player. "I was doing a spot high atop a mountain in Colorado with (Denver wide receiver) Haven Moses," says Pellegrini "when I noticed something e I went over ana asked Haven what was wrong with his about his hands fingers. "1 looked closer and saw he had webbed fingers Can you imagine one of the NFL's best wide receivers with webbed fingers?" United Way Productions produces the spots while the NFL selects the players to be featured and airs the series at no cost to United Way -which received more than $1.3 billion in pledges last year. Contributions, primarily through payroll deductions, help support more than 37 000 agencies and programs providing human care services two-minu- te the subtle plaid shirt for today's man E Just right with a blazer or a wool knit tie. The blackgreycamelrust plaid in a long sleeve polycotton blend. S. M. L. XL, 22.50. A variety of plaids are available . Mens - all stores except Ogden 1 t i -- I ;!o,ph f tftfl - o 1. f ?i urn y r ,fr 1 mm ti H,(1" M' '.9' ;, a ,a A IB' : ) to (It!? new! pleated flannel slacks 4 by spotwood 27.50 Exactly what the American male has been waiting for. Wash and wear flannel slacks from a blend of polyester orlonrayon. In camel, brown, grey, and postman blue, waist sizes 30-38. 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