In 2023, the Jean Lapointe Foundation’s 28 Days Sober Challenge celebrated its 10th anniversary. To this day, very few non-profit organizations can lay claim to having such a long-lasting and high-profile fundraising campaign. Ten years is a milestone – a golden opportunity to look back while also looking to the future.
On this occasion, FRANCHIR was tasked with managing and carrying out public relations for the 28 Days Sober Challenge.
Objectives
Demonstrate the Challenge’s impact by leveraging numbers (and statistics), most notably through its platform;
Position the 28 Days Sober Challenge as a standout fundraiser in Quebec;
Increase public awareness and familiarity with the Jean Lapointe organization (House and Foundation), its purpose and attributes;
Ignite conversations in the media and word-of-mouth in the public sphere;
Generate interest and spark conversation about the Challenge as well as its spokespersons and ambassadors (suggested stories);
Generate goodwill for the Challenge, and in turn, drive donations, registrations and more to the Foundation.
Strategy
Tell the story of how far the Challenge has come over 10 years to illustrate its impact, as well as lay out its future vision;
Maximize reach (awareness) through traditional media as well as new media (blogs/lifestyle news sites);
Build momentum to ensure community engagement (before, during and after);
Tailor communications to different geographic and cultural segments.
Capitalize on novelty and emotions to drive the Challenge experience and create a sense of urgency;
Results
With the support of public relations, we generated 1,066 confirmed media mentions in 2023, highlighting the 28 Days Sober Challenge and the Jean Lapointe Foundation’s mission.
The overall operation generated a total of 154,721,207 impressions, which was a resounding success.
Highlights
- 1,066 media mentions
- 154,721,207 total impressions
- 100 interviews with one of the spokespersons
- 31% of mentions contained a spokesperson’s name
- 99% of mentions used the term 28 Days Sober Challenge
- 92% of mentions referenced key messages
- 50% of mentions directed to the website (call-to-action)
- 38% of mentions featured an image
Mentions of spokespersons
The 28 Days Sober Challenge spokespersons were brought up in 31% of mentions.
Louis-Raymond Maranda, CEO of the Jean Lapointe Foundation, was mentioned most often in the media (36%), followed by Anne Elizabeth Lapointe (29.5%).
Mentions of key messages
The vast majority of mentions (92%) referenced one of the key messages.
Just over half (50.3%) of mentions contained a call to action: either an action verb or a redirect link to the Challenge website.
Mentions by media type
In 2023, nearly 65% of mentions of the 28 Days Sober Challenge were on the radio.
Print: 25 mentions
Digital: 18 mentions
Radio: 691 mentions
Television: 106 mentions
Web: 226 mentions
