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CASE STUDY:
THE VALERIE FUND DOCUMENTING THE FACES OF CANCER & BLOOD DISORDERS ISSUE: The Valerie Fund provides comprehensive health care and support for over 5,000 children and families each year living with cancers and blood disorders. The Fund is comprised of seven medical centers, located in major hospitals throughout New Jersey and in New York City and Philadelphia. The Fund, like most non-profits, relies heavily on the generosity of donors for its financial stability, with its key fundraising event being the annual Thanksgiving Ball Gala. With a need to maintain its funding, despite a down economy, the Valerie Fund asked Coyne PR to produce an emotionally compelling video for their ball that would touch the hearts – and the wallets – of the attendees. IDEA: Coyne PR conceived the video production around a “thankful” theme, seen through the eyes of the Valerie Fund’s young patients. The premise was to document that, despite the fact that these kids - some as young as three years old - are going through painful and debilitating treatments, they are thankful for so much in their lives, including the Valerie Fund. IMPACT: The video is truly a heartfelt and emotionally-wrenching piece, inducing tears among all who watch it. Showcasing the kids and their honest expressions of fear, frustration and gratefulness for being alive, the piece is a stark reminder to all those who watch that these kids have had to endure more than any kid should have to, but their lives have been made better by the Valerie Fund. And, in the words of one individual who watched the video, “If this doesn’t move people to open their checkbooks, nothing will.” |
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Cause Marketing Case Studies
