A. H. Belo Corporation, parent of The Dallas Morning News, is launching a multi-year effort to connect North Texas-invested businesses with causes to "make a lasting impact on our community."

The initiative, which will involve both the company's marketing arm, Belo Media Group, and The News' print and digital editions, is designed to raise awareness of education, health and wellness needs in the community and to showcase "innovative and best practices for civic engagement and inspire citizens to engage in volunteerism, fundraising and advocacy," the Dallas-based media company said.

It's one of the first outreach initiatives of The Dallas Morning News' new publisher, Grant Moise.

To lead the initiative, the company hired Gillian Breidenbach, who spent 27 years with Bank of America in Dallas-Fort Worth, including a stint as a senior vice president. Breidenbach, 49, started with A.H. Belo in February in the newly created post of executive director, cause marketing.

Gillian Breidenbach (Dallas Morning News )

The new initiative, which "helps raise the visibility of for-profit companies and nonprofits, is a very clear example to me of a meaningful way that we can strengthen this community," said Moise, who was named publisher of The News earlier this month.

While some details of the program won't be released until the official summer launch, part of the effort will involve articles paid for by companies to focus on corporate social responsibility. The articles won't be written or edited by The News' journalists. The articles will be similar to "sponsored content" that already appears on dallasnews.com.

"If done right, we will move the needle in improving our city's most critical needs," Breidenbach said, "by allowing the nonprofits the ability to extend their reach and their impact."

Spotlighting the positive works of companies will help them "grow their revenue, attract and retain talent, and most importantly, improve our community for future generations," she said.

A fifth-generation Texan and

Southern Methodist University

alumnus, Breidenbach has spent most of her career in the Dallas-Fort Worth market. She managed Bank of America's Charitable Foundation in North Texas, which contributed nearly $3 million annually to address community needs related to economic mobility with a focus on workforce development, education

basic needs.

Breidenbach will report to Alison Draper, president of Belo Media Group, who noted that "Gillian has spent her entire career focused on making a difference in our community."

Twitter: @krobijake