WITH TWO WHEELS
If one person stands at the top of a hill and waves, she might get a passing glance, but that’s not enough to raise awareness. If 300 people representing a dozen different organizations stand on the hill and wave, the public will stop and take notice. That’s how esd got attention for prostate cancer with no more than five weeks from planning to execution.
creating an event to raise awareness
On Sept. 26, 2009, nearly 300 cyclists zipped through downtown San Antonio for Methodist Healthcare’s Ride with a Mission, a result of esd’s public relations and event coordination team. Executing our “community collaboration” strategy, the team:
- planned the event – a 26-mile fun ride
- created a strong identity
- developed a website, flyers and other collaterals
- assembled sponsors and recruited volunteers to feed, inform and encourage the riders
cycling through the city
With an encouraging send-off by Metropolitan Methodist Hospital CEO Bernie Boone, Police Chief William McManus and the “Theme from Rocky,” the riders enjoyed a police escort from Metropolitan Methodist Hospital, through downtown San Antonio, around the historic Missions and back. They also enjoyed free t-shirts, food (tacos from Texas Roadhouse, hot dogs from the San Antonio Police Officers Association) and very pleasant weather.
quality coverage promotes services
Methodist Healthcare and the LIVESTRONG Foundation appreciated excellent coverage for the event. In coverage picked up by the Express-News and regional newscasts throughout the weekend and into Monday evening:
- physicians emphasized the importance of early cancer detection
- hospital officials reviewed Methodist’s extensive oncology treatment options (including robotic surgery)
- riders expressed their willingness to pedal for a cause
That’s the kind of attention that raises awareness and builds support. It’s the kind of result esd is known for.