Sarah Ferguson and Michelle Tennant at a NYC press conference.
The Wasabi team sprang into action, first 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.