Viewing page 10 of 372

THE LOU RAWLS PARADE OF STARS
To Benefit The United Negro College Fund
500 East 62nd Street
New York, New York 10021
[[image 1]]
[[image 2]] 

LOU RAWLS
Draws Entertainment World Elite To Raise Funds for UNCF

Thanks to Lou Rawls and his friends, the future for 41 private black colleges is much brighter.

The colleges, members of the United Negro College Fund, will benefit from new donations generated by "The Lou Rawls Parade of Stars," a three-hour television spectacular taped in Las Vegas and appearing on selected dates on local television stations around the country this year. Fifteen minutes of each hour of the special will be devoted to local fund-raising appeals.

Budweiser spokesman Rawls, with his co-host Ed McMahon are joined on stage at the Las Vegas Hilton by the elite of the entertainment and sports world, including: Muhammad Ali, Bill Cosby, Lou Brock, Lola Falana, The Mills Brothers, Glen Campbell, Norm Crosby, Willie Tyler and Lester, George Duke, Charlie Pride, Joey Travolta, Paul Williams, and The Trenairs.

"The Lou Rawls Parade of Stars" is packed with song, humor, and the ever-present message about the importance of UNCF's mission to annually provide education for 50,000 black students.

Lou, himself, sings his well-known "Groovy People," "Tomorrow," and "This One's For You," as well as the UNCF theme song "A Mind Is A Terrible Thing To Waste." Bill Cosby's humor, capped by his relaxed style, will delight viewers. Muhammad Ali, appearing at the personal request of Lou, delivers his own, inimitable message laced with humor and seriousness. The Mills Brothers contribute their rendition of the standard classic they helped establish "Be My Life's Companion." Glen Campbell sings his hit "Southern Nights." Lola Falana's "Night Life" and "Love Is In The Air" are stunningly delivered. The program features the music of the 26-piece Jimmy Mulidore Hilton Orchestra.

In sum, "The Lou Rawls Parade of Stars" is a potpourri of talent which in its own right is not to be missed. Add to it, however, the importance of UNCF as illustrated by Lou during segments filmed on location at four member colleges. In a trip which took him to the campuses of Huston-Tillotson College, Xavier University, Dillard University, and Spelman College, Lou visits on camera with students, faculty, and administration discussing the mission of UNCF. Rawls' visits were filmed in early November last year.

Out of all this comes a unique, entertaining fund-raising message which will reach millions of Americans in their homes this year. "The Lou Rawls Parade of Stars" is expected to generate over $3 million in new donations to UNCF.

A contribution to UNCF from Anheuser-Busch Companies, Inc., served as seed-money for the multi-million dollar fund-raising effort. The funds were used to underwrite production of the Las Vegas taping, as well as a companion radio special and the filming of Rawls on UNCF campuses as part of the television special. Additional funds are being invested by Anheuser-Busch for marketing support, displays, and special advertising assistance.

"The project we are launching is based on a partnership. It involves putting the best advertising, marketing, and media minds in the country - the Budweiser team - directly to work raising money for UNCF colleges. Our Budweiser people are working closely with thousands of UNCF volunteers in the nation's largest cities to take full advantage of the talented Lou Rawls," Michael J. LaMonica, vice president of Anheuser-Busch Inc., told the Parade of Stars live audience.

According to Christopher F. Edley, executive director of the UNCF, "This is the most dramatic effort launched in the history of UNCF. It comes at a time when the need is greater than ever because of the escalating costs of operating colleges today, Anheuser-Busch's support and Lou Rawls' involvement are striking examples of concern for disadvantaged students. There is no real way to measure their contribution, which goes far beyond their seed-money grant." 

The majority of funds will be raised by telephone pledges generated on the day the television special is aired.

Of UNCF's work, which raises millions of dollars each year to help support member colleges, Chicago-born Rawls said, "I know what it's like to grow up in the ghetto with despair all around. UNCF is one group that offers black youth a way out, and for many it means the difference between hope and hopelessness. Anheuser-Busch is helping to keep that hope alive for thousands of disadvantaged youngsters."

[[image 3]]
[[caption]] RAWLS/UNCF/ANHEUSER-BUSCH PARTNERSHIP ANNOUNCED - "The Lou Rawls Parade of Stars" was first announced last October at the annual Anheuser=Busch wholesalers convention, held at Chicago's McCormick Place. Those present for the launching of the United Negro College Fund support effort were: Melvin B. Shaw, UNCF project coordinator; Henry H. Brown, director of western area marketing development and project director for Anheuser-Busch, Inc.; Dennis P. Long, president of Anheuser-Busch, Inc.; Christopher P. Edley, executive director of UNCF, and Lemuel T. Smith, director of eastern area marketing development, for the world's largest brewer. Behind this team is the man who helped make it all happen, Lou Rawls. Anheuser-Busch provided financial support to produce the three-hour television fund-raising special, which includes 15 minutes each hour for local fund appeals. [[/caption]]

Transcription Notes:
image 1- drawing of Lou Rawls with Budweiser logo image 2 - logo of UNCF image 3 - photo of Lou Rawls and others identified in caption

Please note that the language and terminology used in this collection reflects the context and culture of the time of its creation, and may include culturally sensitive information. As an historical document, its contents may be at odds with contemporary views and terminology. The information within this collection does not reflect the views of the Smithsonian Institution, but is available in its original form to facilitate research. For questions or comments regarding sensitive content, access, and use related to this collection, please contact transcribe@si.edu.