The Lehigh Valley Economic Development Corporation (LVEDC) has partnered with two Philadelphia-based television news stations on a media campaign to support and promote small businesses and highlight regional success stories during the pandemic.

The “In the Name of Love” campaign seeks to support regional businesses that have been negatively impacted by COVID-19.

The campaign by NBC10 and Telemundo62, which is called “In the Name of Love,” is designed to support the many local businesses serving the Greater Philadelphia region and other areas of Northeastern Pennsylvania that have been impacted by the pandemic.

LVEDC and about two dozen other local business organizations are working with the stations on the multi-media initiative, to help showcase stories of businesses, organizations and neighborhoods across our collective community as together we recharge, rebuild, and recover.

“NBC10 and Telemundo62 want to support our communities like never before, all ‘in the name of love,’” reads a statement from both stations. “Love for small businesses, for our favorite family restaurants, love for the ‘mom and pop’ shops in your neighborhood. Together, we have the power to come back stronger than ever.”

LVEDC has provided NBC10 and Telemundo62 with information about the Lehigh Valley economy and suggestions for several possible stories, including several regional businesses and success stories that could be highlighted. The campaign kicked off on Aug. 17.

The campaign aligns with the objective of the Made Possible in Lehigh Valley, which seeks to promote awareness of the region outside of the market, and show that Lehigh Valley is a great place to visit, work, live, and learn.

Specific broadcast dates for Lehigh Valley-related stories have not yet been announced, but profiles and stories will be presented continually over the course of the campaign. For more information or to see the profiles, visit NBC10.com/IntheNameofLove.

Stories from “In the Name of Love” will be aired weekdays on NBC10 at 11 a.m., Philly Live at 11:45 a.m., and Telemundo62 at 12 noon. Additionally, on 5 p.m. on Thursdays, NBC10 will broadcast a conversation with a local business leader.