Amplifying Impact Through Strategic PR | The Christine B. Foundation
The Christine B. Foundation (CBF) provides essential support to cancer patients through nutritional assistance and community-building initiatives. To scale their impact, we designed and executed a comprehensive 365-day Public Relations campaign.
By leveraging a multi-channel media strategy—spanning televised interviews, investigative articles, and event-based reporting—we successfully raised $250,000+ and facilitated the delivery of over 500,000 nutritional meals to those in need.
The Mission
The primary goal was to transition CBF from a localized non-profit to a recognized regional authority on cancer support. The campaign focused on three pillars:
Event Promotion: Maximizing participation in yearly cancer relays and fundraising opportunities.
Service Awareness: Educating the public on the critical link between nutrition and cancer recovery.
Donor Trust: Demonstrating transparency and tangible impact through "boots on the ground" storytelling.
Strategy & Execution
The Media "Pulse" Strategy
Instead of a single press release, we maintained a consistent media presence throughout the year.
News Reports: We secured recurring segments on local news stations to highlight upcoming relays, ensuring high registration numbers.
In-Depth Articles: We pitched long-form features to regional magazines and news sites focusing on the Nutritional Assistance Program, humanizing the data with patient testimonials.
Expert Interviews: Positioned CBF leadership as "thought leaders" in the oncology support space through radio and podcast appearances.
Fundraising & Nutritional Growth
To hit the $250k goal, we synchronized our PR efforts with the Foundation’s internal milestones:
The "Meal Milestone" Campaign: We used the 500,000-meal goal as a rallying cry for the community, creating a sense of urgency in news reports.
Partnerships: The increased public profile of the foundation through news interviews led to new sponsorships, as businesses sought to align with a highly visible and reputable cause.
Yearly Cancer Relays*
We transformed the annual relays from simple community walks into "must-attend" media events. By inviting local journalists to participate and broadcast live from the event, we increased brand visibility by an estimated 75% compared to previous years.
Key Performance Indicators (KPIs)
The success of the campaign was measured not just in dollars, but in the life-sustaining services provided to the community.
*Cancer relays ceased once 2020 hit and nutritional assistance became the main focus.
The Results
The integration of paid and organic strategies created a unified funnel that outperformed previous localized benchmarks.
Metric | Goal | Outcome
Total Funds Raised | $150,000 | $250,000+
Nutritional Impact | 300,000 meals | 500,000+ meals
Media Placements | Quarterly | Monthly (Avg. 2+ spots)
Community Outreach | Localized | Regional expansion
Photo Credit: Christine B. Foundation