Innovation + Integration = Impact
Kyla Shawyer is senior vice president of international direct-response fundraising and marketing at Operation Smile, and Tom Harrison is president and CEO of fundraising consultancy Russ Reid.
This was a layered approach to media. In addition to running 30- and 15-second promotional spots, we ran our existing 60-minute Operation Smile long-form DRTV program in the market (hosted by Downey, who filmed her "Touched by an Angel" show in Salt Lake City for 10 years) — and included the 30-second localized City Cam- paign spot at the top, at 30 minutes and at the close of the show. We also did a zip walk acquisition direct-mail package, which incorporated the campaign theme.
- People:
- Kyla Shawyer
- Tom Harrison
Tom Harrison is the former chair of Russ Reid and Omnicom's Nonprofit Group of Agencies. He served as chair of the NonProfit PRO Editorial Advisory Board.
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