CVS Health

Public Relations for All Kids Can™ Sports Camps

Challenge: 

CVS Caremark sought to maximize media exposure around the CVS Caremark All Kids Can Baseball Camps and the CVS Caremark All Kids Can Football Skills Camps – two powerful offerings of the company's signature philanthropic program, which makes life easier for children with disabilities by providing them with opportunities to learn, play and succeed.

Response: 

We leveraged the allure of the Boston Red Sox and the New England Patriots organizations and tapped the emotional appeal of the children with disabilities who are afforded "dream day" opportunities at Fenway Park and Gillette Stadium. To ensure continued visibility and publicity, we focused on refining news pitches, implementing a 2-pronged media market strategy, tapping our sports media contacts, integrating social media tactics and offering footage shot by our firm’s video team to stations unable to provide onsite coverage of the camps. Our strategy has led to consistently robust publicity outcomes – garnering millions of quality broadcast, print and online media impressions – and, subsequently, a partnership with the CVS Caremark All Kids Can program since 2007.