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Case Study: St. Jude Children’s Hospital/Promesa Y Esperanza

St Jude Case Study

Promesa Y Esperanza

 

 

Situation

  • St. Jude Children’s Hospital needed Public Relations support for Promesa y Esperanza, a Hispanic radiothon fundraising program dedicated to supported medical treatment and research for childhood cancer.

Strategy

  • L2L reviewed all Promesa y Esperanza materials, activated its team and developed and implemented a multi-phased media outreach campaign in 17 focus markets and nationally.
  • Created a media list of over 125 outlets inclusive of both English and Spanish media (TV, online, and print) was generated via agency tool MyMediaInfo.
  • Crafted a pitch letter in both English and Spanish with key points and messages to serve up to the media when pitching.
  • 34 customized  media alerts were created and distributed both prior to and after the event in both English and Spanish.

Results

  • A total of 25 national and local media placements were secured over the course of 2 weeks, generating an unprecedented 40 million + impressions.

Highlights Included:

  • A 10 minute on-air patient interview on CNN Español
  • An international Promesa y Esperanza syndicated story by Agencia EFE, picked up by 6 additional outlets
  • A Promesa y Esperanza story including patient interviews by El Diario la Prensa, NY Daily News, and Queens Latino
  • Other key media secured included: San Antonio Express, El Nuevo Herald, La Voz Phoenix, La Raza Chicago, and NY Daily News
  • Agency was tapped to support AA Radiothon, “Radio Cures”