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Saving the Hollywood Sign

Finalist, Nonprofit Campaign of the Year, PR Week 2011 Awards

Looping in celebrities and the people of Los Angeles, generating international media coverage, and creating a community of over 27,000 citizens in just weeks, the “Save the Hollywood Sign” campaign was a resounding success.

The digital / social media aspects of the effort were produced and managed by Atomic Digital, the interactive group I led at Atomic PR.  Working in conjunction with Atomic’s top-notch PR team and the non-profit land conservation group The Trust for Public Land, we were able to protect Cahuenga Peak (the land surrounding the Hollywood Sign in Los Angeles, CA) from development and donate it to the City of Los Angeles to be integrated into Griffith Park.

The campaign launched in February 2010, and by the end of April 2010 we had raised $12.5MM and successfully saved the peak.  Over $500K was raised directly through online donations which represented a significant percentage of donations from the general public.

The microsite also hosted blog posts from various celebrities and political supporters of the campaign, including Dame Elizabeth Taylor, LA City Councilman Tom LaBonge, James Kyson Lee (NBC’s Heroes) and many others. Additionally, Atomic utilized social media networks by setting up a “Save Cahuenga Peak” Facebook page which reached over 27K fans in two weeks, as well as Twitter, Flickr, and Zazzle pages, with a t-shirt design contest coordinated across the various social networks, with the winning designs being sold on our Zazzle shop. Lastly an interactive, embeddable widget was created for users to show their enthusiasm for the project.

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