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Muscular Dystrophy Association (MDA) will lean on its star power as it unveils its revitalized brand on Friday at a Carnegie Hall event. Jerry Lewis, the longtime host of the organization’s Labor Day telethon, will provide a taped message for the event. “Today” anchor Natalie Morales, TNT sportscaster Ernie Johnson, “Small Town Big Deal” host and long-time MDA volunteer Jann Carl and “The Voice” winner Jordan Smith will also participate.

“We’ve got to keep giving strength, independence and life to all the kids and adults who are fighting muscular dystrophy and related life-threatening diseases,” Lewis’ message says, in part.

The event will feature the announcement of MDA’s five-year plan to find treatments and cures for muscular dystrophy, ALS and other related diseases. MDA will also reveal a new brand identity and consumer campaign featuring a new logo and tagline, according to a release.

“We’re thrilled to build on our rich history and have Jerry’s support as we strengthen our mission and introduce the new MDA brand,” said Steven M. Derks, president and CEO.

The event will be webcast beginning at 12:30 p.m. ET. To watch, or for more information, visit

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