Case Study - SADD
Publicity For Good
Public Relations agency passionate about purpose driven businesses and making a positive change in the world.
Today, we look back on the work we did for SADD, one of our beloved clients, and the amazing work we did to put their brand on the map.
SADD or Students Against Destructive Decisions is an organization with a mission to prevent accidents that result from students making potentially destructive decisions.SADD’s mission is to empower adolescents to navigate the risks and pressures that surround them throughout their lives.
Rick Birt, president, and CEO of SADD, has worked with Publicity For Good for over 2 years with the hope of further expanding the reach of their mission to increase awareness and education for the general public and the importance of keeping children and adolescents safe from destructive decisions brought by physical, mental and emotional distress and issues. As we’ve always had, we maximize our efforts to increase the brand’s awareness by highlighting SADD and Rick Birt as leaders in health, awareness, safety, and education.? This case study represents just 5 months alone of our time working together from October 2022 to March 2023.
Publicity For Good has had a great deal of experience in communicating SADD’s message of mental, emotional, and physical health awareness. Rick Birt’s role as SADD’s representative is crucial to highlight the brand’s message. Key topics discussed through the campaign include relevant topics such as mental, physical, and emotional wellness and how it all coincides with their safety.
Publicity For Good also timed a lot of its opportunities for SADD to coincide with key awareness periods such as Mental Illness Awareness Week, World Mental Health Day, National School Counseling Week, Make a Difference Day, Thanksgiving, Universal Human Rights Month, International Volunteer Day, Christmas, Global Family Day, World Peace Day, International Day of Education, Random Acts of Kindness Day and Read Across America
From October to February 2023, we’ve accumulated a total number of 1145 media opportunities across a multitude of media platforms, 1131 of which are already live including 122 live interviews. All-in-all, these media opportunities were able to generate around 7 billion media impressions. Some key media opportunities we booked for SADD include AP News, Yahoo!, Benzinga, Digital Journal, 1380 WAOK, Today in Nashville, WFLA, El Paso Inc, FOX13 Tampa Bay, WTOP, Newsbreak, Digital Journal, KTTV-TV, and many more digital, print, TV, and radio outlets.
In the short span of 6 months, we were able to create an abundance of awareness for the organization, aiding in its mission to fight for the mental, emotional, and physical health and safety of children and adolescents.
With the high volume of media impressions gained from our partnership with SADD, it may be safe to assume that SADD had caused a dent in creating awareness of the importance of the mental, emotional, and physical health and safety of children and adolescents.
[Case Study Video]
Services Offered:?
Impact Achieved?
Monthly Audience Reach Achieved
October 2022
115,011,597
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November 2022
6,783,152
December 2022
171,285,213
January 2023
7,874,371,529
February 2023
33,587,480
Total Audience Reach
8,201,038,971
Media Highlights
“That’s another lesson from Europe’s experience. Famously bike-friendly Amsterdam endured physical street fights 50 years ago as it made its historic transition away from automobility. In the U.S., too, activism has played a central role in traffic safety, such as the leadership of MADD and SADD in curtailing drunk driving.” — Bloomberg
“SADD members and local law enforcement across the state and nation are participating in the “Quick Click Challenge.” Agents, students, and law enforcement formed groups of four to race through the process of jumping in a car, buckling the seat belt, and then repeating the activity while rotating through all four positions in the vehicle. Agents across the country will use the “Agents of Change” Roadway Safety Presentation, developed by SADD students, to raise awareness of a leading cause of teen crashes. In partnership with SADD and the National Road Safety Foundation, State Farm is also making the Passport for Safe Driving available across the country for new drivers and their parents.” — AP News
“The National Road Safety Foundation, in its 60th year, produces free videos and teaching materials on distracted driving, speed and aggression, impaired driving, drowsy driving, driver proficiency, pedestrian safety and a host of other safety issues. It also sponsors contests to engage teens in promoting safe driving to their peers and in their communities, partnering nationally with youth advocacy groups including SADD and FCCLA.” — Yahoo! Finance
“According to SADD CEO and President Rick Birt, parents should want to build a relationship with whoever their teen is dating because, whether the relationship is 3 hours, 3 days, or 3 months, they will have a formative role in your young person's life.” — 1380 WAOK
Testimonial?
Publicity for Good is one of the best decisions I’ve made as an executive. Heather and her remarkable team know how to craft, narrate, and share your story in a way that truly moves mountains. Heather is one of the most talented media professionals with which I have had the pleasure of working. She gets !@#$ done. Her relationships with the media have produced remarkable results for us, expanded our brand awareness, and helped to celebrate the work we’re doing. You won’t regret the decision to work with P4G, and I look forward to learning more about your great work in the new year.
??— Rick Birt, President and CEO, SADD