Weber Shandwick Camp Erin
Weber Shandwick works with Moyer Foundation on its first nationwide launch of Camp Erin, a bereavement camps for kids.
Why Pro Bono?
Founded in 2000 by Philadelphia Phillies All-Star pitcher, Jamie Moyer, and his wife Karen, The Moyer Foundation is a not-for-profit organization located in Seattle and focused on helping children in need. In eight years, The Moyer Foundation has raised over $15 million to assist more than 170 different programs throughout the state of Washington that serve the needs of children in distress.
The Moyer Foundation enlisted Weber Shandwick to execute its first nationwide launch of its key program called Camp Erin - bereavement camps for children and teens that have lost a loved one. The plan was to launch camps in 10 new cities in 2008 with a goal of 50+ camps by 2012.
The Weber Shandwick team had to overcome three major challenges to execute this campaign. First, they needed to raise awareness for a Foundation that had a strong presence in Seattle, but was relatively unknown outside of the Puget Sound region. Second, Weber Shandwick needed to leverage Jamie Moyers' athletic celebrity to gain media attention, yet pique enough interest in The Moyer Foundation and the need for Camp Erin nationwide to ensure the coverage would not focus solely on baseball. Finally, with limited availability of Jamie and Karen Moyers' time, Weber Shandwick needed to be very strategic about which media to target and which opportunities to pursue to make the most of their time. Target audiences were national media, media in Camp Erin launch markets, top-tier sports writers and broadcasters as well as corporate partners and foundation supporters.
Weber Shandwick began extensive research on bereavement trends to support the need for the expansion of Camp Erin. After conducting this research, Weber Shandwick collaborated with bereavement experts to strengthen Camp Erin's message. An appearance calendar was then created in conjunction with Major League Baseball's spring training and Moyers regular season schedule with the Phillies. The team pitched Jamie Moyer as the Philanthropic Phillie and leveraged his status as the oldest player in the major leagues to draw attention to his good works helping children.
Weber Shandwick successfully garnered over 40 million media impressions in local and national outlets, secured unsolicited donations of over $10,000 and raised both local and national awareness about Camp Erin and The Moyer Foundation.
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