Are you willing to “Show Your Soft Side”?

The “Show your Soft Side” campaign was developed to combat the increasing incidences of animal abuse in Baltimore. Media Works is proud to have contributed to such a great cause. The campaign was launched as a part of the Mayor’s Anti-Animal Abuse Advisory Commission. It is focused on changing the mindset of young people and reaching them early with a very clear message.

Jarrett Johnson – linebacker for the Ravens, Adam Jones – Center Fielder for the Orioles and John Rallo – MMA fighter were the first to sign onto the campaign and lend their support. Lil Black – 92Q personality, Harlem Globetrotters, Dru Hill – R&B singing group, and Qadry Ismail – retired Raven and a member of the 2001 Super Bowl winning team are lined up to be additional faces for the cause.

This campaign has been widely successful due to the hard work and generous donations of many Baltimore media outlets, who stepped up to the plate when we asked them to donate their air time and outdoor space. Clear Channel Radio, WERQ (92Q) and WBAL (1090) offered PSA’s while WIYY (98 Rock) and Style Magazine are running a fantastic promotion that includes a Show Your Soft Side contest. Bus shelters are plastered with the pictures of the men featured in the campaign thanks to CBS Outdoor. Direct Media was able to post these images on Lite Rail Panels in Baltimore City, with specific placement in front of Camden Yards. Eastern Outdoor donated space on one of their bulletins, and Clear Channel Outdoor provided poster panels throughout Baltimore to reach targeted neighborhoods. To expand the campaign into the interactive arena Media Works is managing the “Show Your Soft Side” Facebook Page ( and CBS Radio and PressBoxonline have donated space on their websites.

This campaign is something that Media Works is proud to be working on. Where will it go next? Only time will tell, but when hard working people dedicate their time to an amazing cause GREAT things will result.

Check out the “Show Your Soft Side” swag @! And show your support.


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