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Raising the Media Bar

Living Beyond Breast Cancer

How do you inspire media attention for a signature event year after year?

For Living Beyond Breast Cancer’s Yoga on the Steps event — now in its 15th year and renamed Reach & Raise — SteegeThomson’s strategy was to develop unique angles for unique outlets. In 2014, we built on LBBC’s media list to capture the full range of opportunities, from traditional print and broadcast to blogs, public affairs shows, and trade outlets. Our outreach helped LBBC achieve its largest crowd to date — some 1,575 participants, including more than 120 walk-up registrants. In 2015, press materials featured the inspirational stories behind the yoga teams, leading to an interview on the daily radio program The Mojo, blog coverage in The Philadelphia Inquirer and Philadelphia Magazine, and an interview with event co-founder and yoga instructor Jennifer Schelter.

In addition to Yoga on the Steps, SteegeThomson has led a public relations program to help raise LBBC’s profile regionally and nationally. Recently, we publicized LBBC’s research on triple negative breast cancer and leveraged the public television airing of The Emperor of all Maladies to be an advocate for the patient perspective, gaining coverage in The Philadelphia Inquirer and Cancer Today.

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lbbc yots event photography collage