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

A LOT of money donated to PACER