Paving the Way

Robust Awareness Campaign Landed Organization on CNN

Overview

Jan Edwards is the founder and CEO of Paving the Way, an organization committed to being a fierce disruptor in the cycle of child trafficking around the globe. This is accomplished through education and training programs that empower communities to break the cycle of human trafficking.

Challenge

The organization needed to find a way to secure more funding and increase their donor base so they could continue to do their valuable work in the community. As the competition for dollars in the non-profit space continues to get more fierce, expanding the reach of the brand through press was essential to accomplishing this goal.

Solution

Publicity for Good decided to focus on two key events or Awareness Days to maximize press and coverage for the Paving the Way. They created a viral media campaign around National Sex Trafficking Day in January and a Press Conference around the Orlando Human Trafficking Film Festival in March of the same year. These two campaigns were then coupled with aggressive media outreach at the national, regional and local level.

Result

Over the 3-month engagement, Publicity for Good secured interviews and media placements for Paving the Way across a variety of outlets that dramatically elevated the brand presence of the organization. These included features with national news outlets CNN, The Josh Trolley Show, and Huffington Post.

A sample of other media coverage secured includes:

  • Feature in Marie Claire  UK
  • Interview by The Huffington Post
  • Interview on USA Radio Network – 100+ radio stations
  • Interview on KISS 102.7 FM
  • Feature on Health Zette
  • Feature on The Daytona News Journal
  • Feature on 89.1 Fm and 90.9 FM Catholic Radio
  • TV Interview on CW Atlanta
  • Interview on iHeart Media Denver
  • TV Segment on Channel 8 WFLA
  • TV Segment on NBC Orlando WESH 2

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