Sponsored by the Arthritis Foundation, the Jingle Bell Run & Walk (JBRW) is one of Seattle’s most celebrated events, drawing more than 13,000 participants annually.

Situation

• The Arthritis Foundation needed a streamlined media relations strategy that worked to change the perception of JBRW – ensuring audiences understand its mission to raise funds for research working to control and eventually cure arthritis.

Solution

• Implemented a targeted four-month PR strategy focusing on broadcast and online media that helped raise awareness of the event and the meaning behind it.
• Developed a creative campaign coupling patient testimonials with compelling research and facts ensured audiences linked JBRW with arthritis research.

Results

• Helped the Foundation raise more than $500,000 during the 2009 event, a 30 percent increase over years past.
• Participation increased by an outstanding 10 percent in the 2009 event.