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OBJECTIVE

Established in 1973, the Jackie Robinson Foundation (JRF) is the nation's premier education and leadership development program. Transcending financial assistance, the Foundation equips scholarship recipients with a comprehensive set of support services including mentoring, career guidance, and practical life skills, resulting in a nearly 100 percent graduation rate, more than twice the national average for minority students. The over 1,400 JRF alumni are both leaders in their professional fields and consummate ambassadors of Jackie Robinson's legacy of community service.

Each year, the Foundation hosts its "Annual Awards Gala," which pays tribute to those who embody the humanitarian ideals of Jackie Robinson and who helped raise money for the Foundation's premiere minority scholarship and mentoring program.

5W, the Foundation's PR firm of record, was tasked with creating significant buzz for The Jackie Robinson Foundation's Annual Awards Gala, including securing meaningful press beyond sports-centric media. Hosted at the Waldorf Astoria in NY, Sean "Diddy" Combs (Founder and CEO, Bad Boy Entertainment Group), Ingrid Saunders Jones (Senior Vice President, The Coca-Cola Company), and Joseph R. Perella (Founding Partner, Chairman of Perella Weinberg Partners) were honored for their contributions and innovation in the music, fashion and financial arenas, respectively.

STRATEGY

We leveraged our relationships with leading editors, reporters, producers, and photographers to generate unique story angles about the Foundation and the Gala, and to secure a wealth of top-tier media placements in highly influential media-outlets.

RESULT

5W was able to secure features and coverage in The Wall Street Journal "Heard & Scene" culture column, The New York Times "Sunday Styles" section, The New York Daily News "Gatecrasher," WNBC's "New York Nightly News," The Huffington Post "Impact" page, and many others.

We were able to raise awareness for the Foundation and its fundraising event in a broader spectrum than past years. Comprehensively, 5W garnered 157,970,424 media impressions on behalf of The Jackie Robinson Foundation and its Annual Awards Gala.

Top 25 Public Relations agency

OUR STORY

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