Position:
When tragedy strikes community rallies.
Founded in 2019 by local community activists Doug Eaton, Manny Mair, Amy Kenny and Debra Hixon, the MSD Heroes Challenge was born to bring together South Florida communities in remembrance of 2/14/18, the tragic day at Marjory Stoneman Douglas High School.
Strategy:
Help race organizers with messaging and strategy to raise awareness for this inaugural community event whose overall goal was to raise money to provide scholarships to two emerging student leaders in local schools, as well as to help fund organizations working to make the community safer.
Activation:
Upon the events’ initial formation, Prana worked closely with the event organizers to help with marketing, PR and sponsorship details. We secured listings in all S. Florida publications, spanning the three major counties. We also placed several features both locally and nationally, as well as TV and radio interviews with one of the race’s founders.
Prana also organized for three major S. Florida radio stations to sponsor the event, including giveaways, on-air promotion and on-site tents at the event.
Results:
The MSD Hero’s Challenge inaugural event received press in a vast number of S. Florida media outlets, which exceeded expectations drawing over 1,200 participants and raising monies to fund two scholarships and provide funds to five local beneficiaries.
