Case Study

Becoming Independent

Challenge

Becoming Independent (BI) is a Santa Rosa-based social impact organization serving adults with intellectual and developmental disabilities. BI hired LCI to illuminate BI’s person-centered philosophy for people with disabilities and further promote its successes. In the process, LCI made a dream come true for two sports-minded BI participants – and garnered key media placements to support BI’s mission.

Strategy and Tactics

BI’s Mauricio (who is autistic) and Austin (who has Down Syndrome) turned their passion for sports into a morning YouTube show, “Bay Area Sports This Morning,” which was filmed and uploaded to BI’s own YouTube channel. To help realize their dream of covering a major sports team, LCI partnered with the Golden State Warriors professional basketball team to:

  • Have this duo be “sports reporters for a day,” securing game credentials for Mauricio and Austin to cover the Warriors as official journalists
  • Conduct a behind-the-scenes tour of the Warrior’s new Chase Center and dine in the media dining room with fellow sports reporters
  • Sit courtside for the pre-game shootaround
  • Attend the pre-game media briefing with Coach Steve Kerr and ask questions
  • Cover the game for their sports show
  • Promote the story to two pre-selected media outlets

Results

Due to limited media access, BI and LCI targeted two key media outlets to cover the story: the Santa Rosa Press-Democrat (Sonoma County’s largest newspaper, most important to BI’s donor base) and KPIX-TV, the CBS affiliate in San Francisco. The result? Front page coverage in the paper (click here) and a 4-minute segment on Channel 5 – as well as two new sportscasters for life. We also won the PRSA San Francisco Diversity and Inclusion Award for this Campaign.

Ready to Get Started?

Working with us is easy. Contact our award winning agency to get started.

  • This field is for validation purposes and should be left unchanged.