(New York, April 2009) – Beyond Tribute has selected DKC as its public relations partner as it builds awareness for its national grassroots Memorial Day and Veterans Day initiatives. This first-of-its-kind program brings together businesses and consumers on those two national holidays to raise funds for research, services, and treatment of the neurological conditions that afflict hundreds of thousands of veterans.

Beyond Tribute is based on the idea that the ubiquitous sales promotions employed by businesses on Memorial Day and Veterans Day can be leveraged as fundraising and public awareness tools. Participating businesses across the country will donate a portion of the proceeds generated by these sales promotions to the Beyond Tribute cause. The funds will be allocated to a variety of charities that address Post Traumatic Stress Disorder, traumatic brain injury and combat-induced anxiety and depression.

DKC will build a multi-market public awareness campaign in advance of both the Memorial Day and Veterans Day efforts, with the twin goals of encouraging businesses to sign on to the initiative and steering consumers toward participating businesses. "Sex and the City" star Kim Cattrall has signed on as the national spokesperson.

Beyond Tribute selected DKC for its significant experience generating national attention for large-scale nonprofit initiatives, particularly those with a focus on veterans. In 2008, DKC played an integral role in helping the Campaign for a New GI Bill and the Fund for Veterans' Education in their successful effort to influence the federal passage of a GI Bill for the 21^st Century.

"Beyond Tribute is an innovative initiative that gives the American public, and especially retailers across the country, an easy and tangible way to thank our veterans for their bravery and service," said Bruce Bobbins, Executive Vice President, DKC. "We are honored to work on such a meaningful program."

About Beyond Tribute
Beyond Tribute is a nonprofit 501(c)(3) that has brought together leaders from business, the arts, veterans and civic groups, and just plain citizens to change how we celebrate Memorial Day and Veterans Day - to turn holiday sales promotions into fundraising engines that actually help our wounded veterans and their families. It is that simple. Our mission is to redefine our Memorial Day and Veterans Day holidays by engaging the American business community and its customers in a national campaign that will raise charitable dollars to benefit those who are struggling with the wounds of war, including the invisible wounds: PTSD, traumatic brain injury and combat-induced anxiety and depression. Funds raised go directly to top rated charities that help veterans in need throughout the USA.

About DKC
Founded in 1991, DKC provides public relations and integrated marketing services to a diverse roster of clients, which includes Delta Air Lines, United Technologies Corporation, Kraft Foods, AOL, New Balance Athletic Shoe, Hard Rock Hotels, Resorts, and Casinos, Sprint, Wenner Media, Esquire Magazine, Continuum Health Partners, the Children's Health Fund, and Veoh.

FOR MORE INFORMATION CONTACT:
Sami Ghazi
DKC : 212-981-5134 Sami_Ghazi@dkcnews.com