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Celebrity Shoes for Orphans

Traveling Exhibit/Media Campaign

In its fifth successful year with Shoes for Orphan Souls, a humanitarian program for non-profit Buckner Orphan Care International collecting shoes for underprivileged orphans worldwide, Lovell Public Relations (LPR) launched a new, star-studded effort to generate national awareness and reach untapped supporters. The Celebrity Shoes for Orphans traveling exhibit and benefit auction kicked-off in Los Angeles with a satellite media tour (SMT) and unveiling ceremony, featuring celebrity commentator Melissa Rivers as host and spokesperson. Emmy Award-nominated actress Kellie Martin hosted the New York wrap event during the final week of the exhibit and start of the online auction.

Challenges
	Structure a program that benefits sponsors and appeals to organizations during a period of budget cuts.
	Secure sponsors to provide funding and/or promotional elements to reach national audiences.
	Build high-profile celebrity donor support, championed by a well-known celebrity spokesperson.
	Raise national awareness for the program in its inaugural year, amidst other celebrity-focused benefit auctions.

Strategies/Tactics
	Created partnership with eBay to host the online shoe auction, in addition to a national media sponsor with adoption programming.
	Secured partnership with mall developer The Macerich Company to host the traveling footwear exhibit at 15 properties and to promote the tour and auction at more than 50 malls.
	Developed a traveling exhibit to generate interest, while providing sponsors added visibility.
	Created a comprehensive national media campaign that included local publicity elements.
	Held launch events at the main exhibit properties, including shoe fashion shows, drawings and celebrity look-alike appearances.

Results
	Collected autographed shoes from high-profile celebrities, including Tom Hanks, Sarah Jessica Parker, Matt Damon and Muhammad Ali.
	Reached more than 12.4 million viewers through national television coverage.
	Secured Reuters story and placements in US Weekly and InTouch, reaching over 14.1 million readers.
	Logged nearly one million Web hits on www.celebrityshoesfororphans.org during final week of the program.
	Raised over $31,000 through the online charity auction.
	Exposed Shoes for Orphan Souls to over 3.4 million shoppers through exhibits and in-mall collateral. Increased interest in Buckner's international shoe delivery and orphan aide trips.

Fashion commentator Melissa Rivers donates a pair of her own shoes to Celebrity Shoes for Orphans after unveiling the exhibit in Los Angeles, the first stop of a 15-market tour.