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| Challenge: |
Raise the profile of debt relief as a tool for reducing poverty in the U.S. and abroad among the presidential candidates for Jubilee USA, a non-profit, faith-based organization. Effort was challenged by the landmark political season, an international economic crisis and a saturated media landscape. |
| Solution: |
Focused on smaller markets in the battleground states of Pennsyvlania and Ohio where Jubilee had an existing network of support. Advised on targeted events with Jubilee members for local media, and executed additional tactics such as writing and placing compelling op-eds for Jubilee supporters, organizing interviews with regional radio/ TV in addition to event coverage. Refined the messages for a broader appeal, such as, “Creating a safer world through debt relief.” |
| Result: |
Identified and recruited high-profile validator, former Ohio Congressman and Ambassador to the United Nations Tony Hall, to sign op-ed on behalf of Jubilee for the Columbus Dispatch. Similar op-ed written and placed for a Jubilee member in the Harrisburg's newspaper, The Patriot-News. In addition to media coverage of STAND UP Against Poverty events, secured interviews for local Jubilee members with TV, radio and newspapers in respective media markets. |