Just caught this news release about the Jerry Lewis Muscular Dystrophy Association and how they are incorporating a simple bicep flex into telethon to show support for the cause.

So, when some 40 million Americans watch the Telethon Labor Day weekend, Sept. 5-6, they will see more than outstanding entertainment by exceptional performers. They will be reminded of how vital public support is to MDA’s lifesaving mission as they witness celebrity after celebrity, and sponsor after sponsor, “Make A Muscle, Make A Difference” for the families served by MDA.

Their ad campaign looks like good branding to me when you see all different kinds of celeberties flexing a muscle, from Charo to WWE wrestling star Triple H, to NFL quarterback Kurt Warner, to singer Ace Young and others.

So if you catch any of the upcoming telethon and see the flexing you will know its for a good cause.