Walgreen's Red Nose Day Campaign Ramps up in Philadelphia

Challenge

For the past four years, Red Nose Day has raised more than $100 million dollars to help end childhood poverty. Through the sale of the red noses for $1 at Walgreens, the goal is to show how a little laughter can make a big impact to help kids.

Our job was to raise awareness and promote Red Nose Day, specifically in the Philadelphia region, in the six weeks leading up to Red Nose Day on May 24th.

 

Strategy

We knew we would get coverage about Red Nose Day, but we wanted those stories to go deeper by showing people how those fundraising dollars help children right in our backyard of Philadelphia.

That’s when we were able to identify the Covenant House, a direct recipient of Red Nose Day dollars. Covenant House is a youth shelter in Germantown, which helps hundreds of homeless teens each year with a place to sleep, food to eat and job and life skills training to get them back on the right track. This charity partner was key in showing a connection between a national campaign and its local impact on the Philadelphia community.

 

Results

With this pitch, we were able to secure a 15-minute-long radio interview featuring a Covenant House volunteer and a Walgreens spokesperson on WBEN 95.7 FM’s weekly show, HerStory, with host Kathy Romano. You can listen to the story here.

We also used the Covenant House angle with Walgreens to land several stories on NBC10. The reporter was able to showcase the Covenant House, interview one of the directors along with a Walgreens spokesperson and interact with several of the teens who are currently living at the shelter. It was the perfect opportunity to snap a selfie with the red noses, while telling the story of how those red noses help the kids in the video.

We also made sure to get these red noses in the hands of the media and social influencers. We wanted to see those silly selfies! The whole NBC10 Morning Crew wore the red noses along with sports reporters, radio hosts and lifestyle bloggers. Overall, we were able to generate more than one million impressions in Philadelphia for Red Nose Day and of course, we snapped our own selfie! #noseson 

 

Back to Case Studies