Be Good to Each Other

Warschawski worked with CustomInk, a leading “design online” custom t-shirt company, to create a campaign that would:

Reinforce CustomInk’s core brand values of “Good-Hearted” and “T-shirts Unite”
Generate visibility for CustomInk among K-12 audience
Secure a high number of earned media placements in national and regional outlets
Increase sales of t-shirts and donations to CustomInk’s non-profit partner

In order to accomplish these goals, Warschawski created and implemented an integrated marketing communications campaign focused on the national epidemic of bullying and positioned CustomInk as a leading voice in encouraging school students to come together to "Be Good To Each Other."

We leveraged the timely news cycles of Back-to-School and National Bullying Prevention Month as an optimal time to tell the story. The Warschawski team executed several components for this integrated campaign, including:

Orchestrated a partnership with PACER’s National Bullying Prevention Center to lend credibility to the program
Secured celebrity participation to design t-shirts with a bullying prevention message for CustomInk to sell online and donate all proceeds to PACER
Created a national survey to obtain perceptions among teens about their perceptions of bullying and the creation of an infographic detailing findings of the survey for added media value
Conducted proactive media relations outreach

The Results

20 Celebrities Secured FREE participation from celebrities, including Lauren Potter (Glee), AnnaSophia Robb (The Carrie Diaries), and Eric Fehr (Washington Capitals)
More than 21.6 million impressions
44 media placements
32,158 website visitors
10,650 t-shirts sold