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Pathways for Children
"Lobster Landings" Fundraiser
At first, a traditional media relations strategy was established to increase awareness of 33, uniquely decorated, six-foot fiberglass lobster sculptures that were to be auctioned off to raise money. However, when one of the lobsters was stolen, the Lobster Landings program became its own breaking news! The theft, community-wide search, and its ultimate recovery of the lobster received more than 26 television and radio stories — most within a 48-hour timeframe — and five prominent placements in The Boston Globe. In the end, $124,000 was raised, exceeding the $100,000 goal. The Publicity Club of New England recognized our effort with a Bellringer award.
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