Freedom is Not Free/Non-Profit PR Campaign - INK inc PR

Freedom Is Not Free/PR Case Study

Freedom Is Not Free is a non-profit organization whose goal is to raise money for wounded American veterans who have served overseas, and their families.  The calendar featured Recon Marines who were passionate about the cause, and profits went directly towards helping soldiers around the United States.

GOAL

INK’s mission was to increase the dollar-value of donations received at a pace that could support the ever-growing number of wounded soldiers by raising visibility of the need for their support.

CHALLENGES

The biggest hurdle to overcome was virtually impossible to reconcile: the controversial nature of the war in Iraq and keeping the focus away from whether or not the war on terror was justified or right.

Timing. The war was an evergreen topic in the news, and many people had grown weary.

 

Just non-stop… this photo-shoot or this interview…Fox News, The Today Show, press all over the country, press all over the world in a short amount of time INK was able to bring these forces to bear and it made the calendar very successful”. – Sgt. Rudy Reyes-Recon Marine served 3 tours of duty, cover model on the calendar

—Sgt. Rudy Reyes-Recon Marine

CAMPAIGN

INK took advantage of the upcoming release of the movie “The Marine,” “Veteran’s Day”, and the upcoming Holiday Season. We  kicked off our campaign scheduling  a media tour in New York receiving confirmed interviews with The Today Show, Inside Edition, FOX News, MSNBC and the Associated Press.

As planned this media tour led to additional coverage with one of our favorites “Regis and Kelly” and coverage in People, In Touch Magazine.

With the Holiday Season fast approaching, we switched gears and pitched the Gift Guides. Americans are never more giving then during the holiday season. INK positioned the calendar as great “eye candy” that gives back. The calendar was featured in multiple gift guides locally and nationally including a review on Regis & Kelly, Entertainment Publications and local lifestyle magazines.

Shifting gears, Barnes & Noble Bookstores decided to carry the calendar for the holidays.  INK immediately went to work in scheduling calendar signings in top markets and in the home towns of our calendar heroes. Local Broadcast, Radio and Newspapers were contacted. People stood in line for 5 hours to get their calendar signed. And like our Recon Marines, they didn’t waiver.

The campaign was so successful that we were invited to represent the next calendar and between the two the coverage helped raise more than $750,000 in donations. Mission accomplished!

 

RESULTS

 


250+ Pieces of Media Coverage

More than 250 pieces of media coverage secured

 

Yahoo! News Image of the Day

Calendar cover made most viewed and shared image of the day on Yahoo! News

 

$750,000 in donations

Total of $750,000 in donations raised

 

Voted Best Non-Profit Campaign

Voted Best Non-Profit Campaign

 


“More than we could have ever imagined and we could not have done it without INK! They are the best!”

—Jean Wells Hammerslag

Through a nation-wide press tour and coverage in important media outlets, INK was able to help Freedom Is Not Free and their America’s Heroes Calendar achieve their goal of raising funds for veterans. Awareness of the calendar was raised after it became the most viewed and shared image of the day on Yahoo! News. After the success of the first calendar, INK helped create a second calendar on short notice that was able to raise an additional $250,000.


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