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In the wake of 9/11, the American public was inundated with charities
and relief funds asking for assistance. The Families of Freedom
Scholarship Fund, which was established to help victims’ children
afford their college tuition, needed to find creative methods to
make their name and message stand out.
The Glover Park Group crafted an integrated PSA and earned media
campaign for the scholarship fund. Glover Park Group produced a
PSA with campaign co-chairs President Bill Clinton and Senator Bob
Dole and generated significant media coverage around the release
of the PSA – running nationally on ABC’s This Week
and Good Morning America and generating more than 110 local
television stories on 77 stations in 53 markets with a potential
viewing audience of 8.7 million. Oprah ran a piece on the PSA and
Glover Park Group secured placement on the CBS network broadcast
of the “Concert for New York City.” In addition, Glover
Park Group supervised a radio tour reaching more than 7,800 stations
and an audience of over 11 million listeners.
Glover Park Group also managed the earned media surrounding a PSA
recorded with President Clinton and Martin Sheen on the NBC set
of West Wing. Almost all of the major NBC affiliates did separate
news stories on the PSA and it was also featured on Entertainment
Tonight and Access Hollywood. Earned media efforts amplified the
PSAs and created a strong buzz. And the stated goal of $100 million
was surpassed in less than a year.
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