The Chicago Public Library Foundation needed to raise awareness and donations for its highly acclaimed Teachers in the Library program – an essential community service where kids get help with homework from real Chicago school teachers. With time running out, the Foundation turned to RPM for an entire PSA initiative.
Generate awareness for Teachers in the Library and the Double Your Dollars campaign where the Chicago Sun Times generously matches donations dollar-for-dollar. Everything needed to be developed, executed and on-air within three weeks.
RPM developed the “Get Smarter” campaign concept featuring an 8-year-old library spokesman who’s on a mission to “get donations, man!” Working with local stations, RPM lays the groundwork for widespread coverage of the city.
In its first month on-air, the PSA ran over 3,500 times on broadcast television and local cable stations. More than $334,000 in donations were raised – over $182,000 more than the previous year. Overall, donations more than doubled over the previous year, and gifts from new donors increased 94%