Survivors
The Court & Plaza at King of Prussia
King of Prussia, Pa.
The cause was compelling. Living Beyond Breast Cancer (LBBC), a Delaware
Valley advocacy group for survivors of breast cancer and their families,
needed a fund-raising forum and a place to mount a prestigious multimedia
art exhibit called "Survivors in Search of a Voice: The Art of Courage."
The exhibit, a collaboration by female artists and breast cancer
survivors, depicts survivors' experiences in works that both inspire and
serve as a call to action in the battle against breast cancer.
The Court & Plaza at King of Prussia volunteered to host the exhibit,
but questions remained. "Survivors" is a tough show that graphically
explores the pain and suffering of those with breast cancer. Were
shoppers ready for the experience? Would the curator agree to exhibit in
a shopping center? And would the community support the mall and LBBC in
conjunction with the exhibit?
OBJECTIVES
1. To host the exhibit in a shopping center for the first time,
exposing the public to the personal impact of breast cancer.
2. To raise $100,000 for LBBC.
3. To raise, through public relations, awareness of the exhibit, LBBC and
the need to battle the disease.
4. To generate support among mall retailers for the exhibit and the
fund-raising.
5. To offset advertising costs by using co-op ad funds and media
co-sponsors.
6. To maximize funds raised for LBBC by securing corporate
co-sponsorships to underwrite major events.
7. To honor women and their families who have been affected by breast
cancer.
IMPLEMENTATION
Preparations for the exhibit's Greater Philadelphia debut in April 1997
began the previous December, when the mall management/marketing team met
with the curator and LBBC committee members. Management offered the space
and the 24-hour security the 5,000-square-foot exhibit required.
Marketing pledged advertising, public relations, and to develop
co-sponsor, retailer, and promotional support. All agreed the exhibit
would be free to the public.
At monthly meetings the LBBC committee, the marketing/management team,
and retailers planned fund-raising events and workshops on breast-health
awareness. The team secured co-sponsors and rallied retailer support.
To launch the exhibit and fund-raisers, a gala preview honored three
local survivors of breast cancer. It featured a gourmet meal provided
gratis by ten local caterers. The preview was followed by 12 days of
events designed to build momentum for the exhibit.
Three weeks before the kickoff, 100,000 households were mailed a spring
magazine/catalog that covered the exhibit and carried stories of local
survivors. A public relations push, print and radio ads supported by
media co-sponsors, and exposure on the mall's Web site carried the
message throughout the market.
Throughout the exhibit, a message book was open for attendees to sign;
many shared their own thoughts and experiences with breast cancer. The
climax of the program was a closing ceremony to honor 330 surviors and
their families and to celebrate one survivor's credo: Count each day as a
gift!
RESULTS
Some 24,000 people viewed the exhibit at the mall and received
information about LBBC. More than 3,100 signed the message book. The
program raised $120,000 for LBBC, 20% above the goal. Based on the
exhibit's success at the mall, it will tour other prestigious shopping
centers throughout 1997.
The public relations efforts generated 86 newspaper articles, 12:34
minutes of TV coverage, and public-service announcements on five top area
radio stations. Exposure on the mall's Web site garnered responses from
11 countries. Lifetime Television will air a documentary of the closing
ceremony in October 1997.
Mall retailers supported the cause by hosting events and providing
in-kind donations. Ad costs were kept to a minimum, thanks to a radio
co-sponsor and the use of co-op ad dollars to produce the
magazine/catalog.
CREDIT
Managed by: Kravco
Professional recognition to: Lisa McBride, SCMD, director of
marketing services; John Ahle, CSM, Court manager; Laurence A. Fedorka,
vice president, management; Lorel Advertising.
EXPENSES
| Raido production | $2,500 |
| Newspaper production/placement | 5,000 |
| Signage | 3,500 |
| Promotional equipment | 3,100 |
| Breakfast | 420 |
| Public relations | 5,000 |
| Magazine/catalog | 14,000 |
| Total | $33,520 |
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