Distinguished actress Angela Lansbury, famous for her work on Broadway, films and television, including the extraordinary long running hit series, “Murder She Wrote,” stars in a series of radio and television public service announcements for The ALS Association to launch the new “Cure ALS” campaign.

(L) Dr. Lucie Bruijn, science director and vice president of The ALS Association and actress Angela Lansbury are interviewed by “Today” show host Al Roker about kicking off the Cure ALS PSA campaign.

The PSAs use powerful emotional and dramatic imagery to emphasize the importance of global research for ALS (amyotrophic lateral sclerosis), commonly referred to as Lou Gehrig’s Disease. In addition to the PSAs, Lansbury appears in the three-minute feature “The Cure ALS Campaign: Behind the Scenes with Angela Lansbury.”

Lansbury decided to become involved with The Association to honor her sister, Isolde Denham, who passed away from ALS in 1987 and was married to actor Peter Ustinov. The actress is committed to stop the “bullet” that is aimed at other people who are living with the progressive, neurodegenerative muscular disease. She was particularly impressed by the organization’s aggressive, global and cutting-edge research program and the sense of urgency expressed by The Association’s top leaders in finding a cure for ALS.

The Greater New York Chapter promoted the Walk to Defeat ALS™ and the Cure ALS PSA campaign in Rockefeller Plaza, which is next to the “Today” show studio. (L-R) Theresa Imperato-Donovan (nurse coordinator), Kristina DeSantis-Wertheimer (marketing assistant), Miggie Quiles-Kampuries (volunteer), Kate McNamee (development assistant) and Jody Wiesel (volunteer). Not pictured, Beverly Cotrone (volunteer).

“My overture to The ALS Association to help out in any way I could was very well received and frankly I could not wait to get started,” Lansbury said. “The PSA project seemed like a wonderful opportunity to increase awareness about ALS, help the brave people battling the disease and honor my courageous sister. I hope this will make a difference.”

Created by Minneapolis, Minn.-based advertising agency Campbell Mithun and directed by Brett Froomer, who lives in Los Angeles, the TV PSA’s message (Click here to view the 30 second television PSA) is that with the public’s support of ALS research, the progression of ALS can be delayed or stopped, and that a cure can be discovered. Lansbury describes how ALS invades and affects the body: “You know what’s coming, but you can’t do anything about it.” She concludes: “But with your support in funding global research, The ALS Association can help people with ALS…do this,” and she stands up.

“This is the most compelling television public service announcement that The Association has produced in its 22-year history,” said Gary A. Leo, the president and CEO of The Association. “Ms. Lansbury’s presence provides total credibility and urgency.”

The purpose of the PSA is to give viewers a metaphor for what the 30,000 Americans who have this disease feel like waiting for the symptoms of ALS to progress, from weakness in the arms and legs to a dependence on an array of medical equipment to survive.

Gary A. Leo, president and CEO of The ALS Association, helped launch the Cure ALS PSA campaign by handing out Fighting Lou Gehrig’s Disease™ wristbands in Rockefeller Plaza to “Today” show fans. Leo also was interviewed for “Today” by NBC reporter Jinah Kim.

“The concept behind the new campaign is to use a speeding bullet that is aimed at Ms. Lansbury as a menace that is the disease of ALS,” said Jeff Snyder, vice president of communications for The Association. “When Ms. Lansbury stands up and dodges the bullet that is the symbolic way patients and families can be freed by global research and patient care.”

Lansbury also recorded two radio PSAs that offer living with ALS metaphors titled: “Car in the River” (Click here to listen to the 30 second radio PSA) and “Channel Surf” (Click here to listen to the 60 second radio PSA).

“The radio public service announcement campaign brings real life situations to bear on the disease of ALS by creating a mental picture of someone who is trapped in their own body or unable to change their surroundings,” Snyder said. “Only an actress of Lansbury’s talents could have delivered her lines with such conviction and passion.”

“Ms. Angela Lansbury brings a special quality to this work by using her tremendous talent on the stage and screen to dramatize the impact that ALS has on the lives of people with ALS and their families,” Snyder continued. “Working with a legend like Ms. Angela Lansbury is almost like a dream because you see this person who is so familiar from her work in entertainment. She brings the entire campaign to life with a very special ability.”

The three-time Academy Award-nominated Lansbury, known worldwide because of her distinguished theater and movie career, believes strongly that more public awareness will help bring increased support for critical research into the disease.

“The Association is honored that Ms. Lansbury has enthusiastically embraced our vision to create a world without ALS by lending her presence to our new public awareness initiative – “1-866-CURE ALS,” Leo said. “We are looking forward to a long and fruitful association with her.”