Jeff Cannon Broadens Content Portfolio With the Documentary Someday Melissa

Online, March 15, 2011 (Newswire.com) - Jeff Cannon, President of the integrated communications firm, Think Cannon, was honored with a producer's title for his work on the documentary film Someday Melissa: The Story of an Eating Disorder, Loss and Hope.

While representing the National Eating Disorders Association [NEDA] in 2010 he was introduced to Judy Avrin, a mother of two who had recently lost her daughter to Bulimia. Her daughter, Melissa Avrin, passed away in 2009 at the age of 19. The resulting one-hour documentary called Someday Melissa tells the story of her love and dedication throughout her struggle. It also chronicles her effort to understand and deal with the disorder. The film is a touching reminder of the devastation a disease like bulimia can have on a person, their family and their friends. But it is also provides a ray of hope and inspiration for others.

Once Jeff met Judy and her small production team, including therapist/producer Danna Markson and director Jeffrey Cobelli, he was asked to help them complete the project. Gripped by the hope that the documentary could provide insight and hope to others, he joined the team pro bono.

As a former documentary producer Jeff brought his experience to overcome the obstacles every production faces. He also leveraged his company's resources to help Judy Avrin create a non-profit organization under the same name - Someday Melissa Inc. His work included the creation of the organization's initial logo, as well as a preliminary business plan for them to build upon.

"My experience with Someday Melissa really energized me. I was happy to leverage my production skills, as well as my experience in marketing non-profits for this cause. Our focus has always been content marketing. As a platform, documentaries are an incredible content format to work with. They can inherently bring integrity and value-based content to anything we do," said Jeff. "This experience has given me the impetus to expand my current work so that I can reach out and help other cause-related organizations accomplish their missions" said Jeff.

"I believe in the power of collaboration. I also believe in the power of integration. Both are core components to where I'm taking my life and my business," said Mr. Cannon.

When asked about future projects, Jeff responded, "I have several other documentary-based projects in development that I set aside to complete Someday Melissa. Those are already back on the table and actively being pitched. With everything going on in the world right now, I look forward to making some real positive change happen in 2011 and beyond."