Already a recognized global brand, international non-governmental social development organization SOS Children’s Villages wanted to boost their exposure in the U.S. in order to increase the amount of charitable contributors to their nonprofit. To achieve this, Wasabi Publicity was hired to assist with the organization’s re-branding strategy and to generate PR for SOS Children’s Villages in the U.S.
The Wasabi team sprang right into action, firstly creating a new tag line that is still used by SOS USA today; “At Last, A Place to Call Home”. Wasabi then developed a comprehensive 24-month PR campaign, including developing the organization’s online press kit and expert positioning strategy, designing and launching two national contests, securing a celebrity spokesperson and performing national media outreach.
The national art and essay contests Wasabi launched for children across the U.S. had newspaper and magazines all across the country covering the “human interest” story and brought widespread exposure and attention to the SOS Children’s Village mission.
Wasabi also secured Sarah Ferguson, Duchess of York, as a national spokesperson and media attended press conferences in Manhattan, Los Angeles and Miami hosted and promoted by Wasabi PR and using the Duchess of York to promote SOS Children’s Villages USA.
Our media outreach scored amazing results, including a total of over 200 placements during the campaign. These results included interviews on FOX, CBS, UPN, ABC News and a 2-hour special on TLC’s While You Were