“What’s it like to lead a yoga class of thousands?” That’s the question Kimberly Haas posed to Jennifer Schelter, co-founder of Living Beyond Breast Cancer’s 14th Annual Yoga on the Steps, on WHYY-FM’s NewsWorks Tonight.

Organizations that depend on annual fundraising events share the challenge of inspiring media attention year after year. SteegeThomson’s strategy was to develop unique angles for unique outlets. The Mojo, a daily radio program on 900 AM WURD, profiled LBBC board member Ayanna Kalasunas. Al Día previewed the event in a Spanish-language article. And The Philadelphia Inquirer featured YOTS in its sports medicine blog and Things to Do Philly. LBBC then shared these stories to create excitement on social media. Named by Be Well Philly as the #2 “Must Do” event in the Philadelphia area, Yoga on the Steps grows in stature each year. With headlines like “Massive yoga class draws more than 2,000 to Philly Art Museum steps,” LBBC can set its sights on making this well-loved annual event #1. 

LBBC Yoga on the Steps 2015