Case Study

Stand Up For Heroes



New York's annual Stand Up For Heroes event is a night of giving back, where top comedians and musical artists unite at the Hulu Theater at Madison Square Garden to honor post- 9/11 veterans and their families and raise awareness for the Bob Woodruff Foundation. To capitalize on this year's event, 5W was tasked with executing a media relations campaign that secured both pre and post-event coverage, showcasing the Foundation, its mission, as well as, the event's partnership Caroline Hirsch and the New York Comedy Festival.



5W, leveraging key messaging, implemented a two-fold media relations campaign that successfully secured coverage in USA Today, Rolling Stone, Vanity Fair, and a variety of other top-tier media outlets. The efficient and effective strategy ensured consistent coverage leading up to the event, the day of the event, and a week following it. Our team focused on outreach to contacts within comedy, entertainment, lifestyle, and philanthropy, as well as local newspapers and TV stations in New York. 5W also managed red carpet activities, securing media coverage for all the top performers and attendees.


Million media impressions.


in advertising equivalency.


Media coverage exceeded 704 million impressions through traditional online and broadcast media outlets, with an ad value equivalency of over $6 million. 5W secured coverage in top tier publications including:

Coverage has included:

  • USA Today
  • Associated Press
  • Rolling Stone
  • Vanity Fair
  • Billboard
  • The Hollywood Reporter
  • Variety
  • HuffPost
  • Page Six
  • Yahoo! News
  • CBS Sunday Morning
  • Fox 5 "Good Day New York"
  • Pix11
  • ABC 7
  • ABC World News Now
  • Nightline