One of my favorite parts of working in pr is the opportunity to meet so many different people, learn about numerous subjects and help raise awareness about important programs.
A couple of years ago, our client, Extended Stay America wanted to connect and support a charity their 10,000+ employees across the country could feel proud to support. They surveyed their employee base and overwhelmingly American Cancer Society rose to the top. Not surprising as cancer affects and touches so many people’s lives. Unfortunately, it’s difficult to find anyone these days who doesn’t know someone currently battling cancer. Whether it’s a family member, friend, colleague, acquaintance – this disease touches most people in some way, shape or form.
Rather than write a check, Extended Stay America wanted to find a way to make a more meaningful impact via its CSR initiative. One of the many reasons, I love them. They launched the Hotel Keys of Hope program, which donates free and reduced rooms to cancer patients who have to travel away from home for treatment. To date the program has donated 47,000+ room nights, impacting 6700+ cancer patients. The even better news is that the program has been renewed and ESA is donating even more rooms — 50,000!
What started as an idea, a “what if” during a brainstorm in November of 2014, blossomed into a full fledged event that came to life over a June weekend. Our team hosted 11 families who have stayed at ESA during their treatment for a Cancer Survivors weekend in NYC, taking over one of the properties in Secaucus, NJ. The weekend was an opportunity to celebrate these incredible people who immediately made a connection and lifelong friendship. From dinner and a movie to a special keynote from GMA’s Amy Robach to a Broadway show and celebration dinner, it was such an amazing honor to have been part of what I hope will become an annual event.
As a cherry on top, because we spent a few days really getting to know these families and their stories, we were able to pitch and land a significant news story on The TODAY Show as part of its “Hope to It” series. Love seeing an idea come to fruition, meeting amazing people and getting a national news story! Life and PR win.
Ivette Faulkner 