CASE STUDY / Martin Luther King Jr.

Background

5W Public Relations was hand-picked by the Washington, DC Martin Luther King Jr. National Memorial Project to lead an aggressive PR campaign to drive awareness and fundraising for the proposed $100 million memorial for Martin Luther King, Jr., the first memorial dedicated to a person of color on the National Mall.

Strategy

We launched targeted, national pre-event coverage campaign for The Ceremonial Groundbreaking, which was held in Washington, DC. For this once-in-a-lifetime experience, 5W was the media liaison with the offices of former President Barack Obama, former President George W. Bush, former President Bill Clinton, Oprah Winfrey, Dr. Maya Angelou, , Tommy Hilfiger, Rev. Jesse Jackson, Ambassador Andrew Young, Diane Sawyer, Nelson Mandela, and other notable people.

  • Spearheaded the campaign to raise $100 million for the National Martin Luther King Memorial

Results

More than 5,000 supporters attended the groundbreaking, which was the collaboration of the Foundation, various corporate donors such as General Motors, The Coca-Cola Foundation, McDonald's, AARP, and others. 5W secured coverage with the Associated Press, USA Today, CBS World News Tonight with Charles Gibson, NPR, Tom Joyner Morning Show, Good Morning America, and many other top tier media outlets.