Lang/Durham was off and running. A powerful print campaign made maximum impact with minimum media expense. Beautiful and poignant TV and radio PSAs were produced on virtually no budget. By leveraging the quality of the cause and the creative, we had production services from leading NYC studios donated. We even got international recording artist “Badly Drawn Boy” for a song. Providing even more bang for the buck was a comprehensive publicity campaign encompassing print, broadcast and special events and garnering impressions in the millions.
In the end, The Race won, with a strong, unique new identity. But more importantly, participation and fundraising raced past previous years.
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