Florida Public Relations Firm, Everett Clay Associates

"Do the Right Thing" Model Program, Miami, FL
Public/Private Partnership with the City of Miami Police Department and British Airways

Challenge:

• Provide media support and identify sponsorship opportunities for the City of Miami Police Department's "Do The Right Thing" program, a unique initiative to encourage the community's youth to "do the right thing."

• Foster a positive image for the City of Miami and the City of Miami Police Department locally, nationally and internationally.

• Promote British Airways as a good corporate citizen through the sponsorship of the program and positive media coverage.

• Support the expansion of the program nationally and internationally.

Approach:

• Secured and coordinated British Airways' involvement with the program to include the annual sponsorship of the "Do The Right Thing" poster contest and trips to London for the monthly winners.

• Drafted press materials and contacted media to promote the program and British Airways' involvement.

• Coordinated an annual press event at the City of Miami Police Department to announce the poster contest winners.

• Contacted British Airways' representatives and law enforcement nationally and internationally to support the expansion of the program in those markets.

Results:

• Secured extensive positive media coverage locally, nationally and internationally for the "Do The Right Thing" Program, City of Miami Police Department and British Airways.

• Successfully expanded the program nationally to 24 cities and internationally to London, England.