Better Than a Four-Leaf Clover

Last year, Farina also helped create live and taped interviews on five radio stations and did two live radio reads. He also attended the post-parade event, helping to draw media attention. In 2004, the campaign’s first year, Farina and actor Martin Sheen both were endorsers.

“Having celebrity spokespeople really helped us get media attention. We got tons more media than we would have if we tried to publicize the event without them,” Schoewe adds.