With fund-raising as a core priority for the American Cancer Society (ACS), its "Party with a Purpose" was one of the organization's largest annual fund-raisers. Duffey supported the ACS to help drive attendance to the event, boost exposure and ultimately impact the level of supporter contributions for the year. The agency devised a comprehensive, aggressive public relations campaign that cohesively inter-linked radio, television and print media as well as outdoor communications to maximize Atlanta's media mix.

Key elements included:

• Strategic radio partnership that provided on-air promotional spots with maximum frequency;


• Outreach to print and television outlets with message-driving media tools such as press releases, advisories, pitch notes, etc;


• Compelling street sign campaign in key areas leading to the event site.

• Pre-event ticket sales increased 259 percent;


• Attendance for the event increased 15-25 percent;


• Television coverage was secured for the first time in the history of the event;


• Calendar mentions and feature stories were published in key target publications;


• Major corporate entity signed-on as the event's title sponsor as well as a host of in-kind partners and national celebrities;


• The event itself raised a record amount for the American Cancer Society;


• The overall campaign generated thousands of dollars in publicity value.