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American Lung Association of the Mountain Pacific

Media Relations, Issues Advocacy, Creative Promotions, Communications Planning, Event Planning, Media Buying

Healthy Lungs, Clean Air

In 2013, the American Lung Association (ALA) came to Team Soapbox to get help in building awareness around lung health and increasing interest in their key fundraising events in Seattle. They had not been meeting their registration goals for their signature events, The Ride Around the Sound cycling event, Fight for Air Climb tower stair climb and the launch of new LUNG FORCE campaign and Walk, and were seeking some creative ideas and tactics to boost participation and fundraising.

Successfully increasing participation in ALA’s events, all while raising the awareness of their mission, required a strategic communications plan that included resourceful tactics. For each of these events, Team Soapbox developed plans for each event designed to creatively and tactfully reach their target audiences. The plans we built, and are also implementing, include strategies such as: community outreach, media relations, social media, paid advertising, branding, collateral development and partnership building.

  • Ride Around the Sound: Team Soapbox has been involved in helping promote the Ride Around the Sound since 2013. To increase riders for this event, we designed and distributed yard signs along popular bike trails, deployed “street teams” to summer events to hand out flyers about the fall ride, and placed ads in the local outlets of the cities where the ride would go through.

  • And, in 2014, we worked with a local artist to design and build a custom stationary bike – named “CycleLung” – that when pedaled causes a set of metal lungs created out of bike spokes to glow. We organized several events where the bike was displayed and passersby were encouraged to take a spin and see if they could make the CycleLung’s lungs glow. The bike toured the major cities along the route of the Ride Around the Sound; including Seattle, Burien, Tacoma and Federal Way. Team Soapbox garnered some local media attention around the CycleLung and, therefore, the Ride Around the Sound.

  • Fight for Air Climb: Team Soapbox enlisted advertising, grassroots marketing and earned media– creating and placing ads on, local blogs and Facebook – to raise awareness of ALA’s Fight for Air Climb. We placed stories about climbers in local media, and dispatched our “street team” to target events and activities with checklist of training stairclimbs around the city, to reach a healthy-minded, active audience, many of who have participated in previous other tower climb fundraisers in the area.

  • LUNG FORCE: Team Soapbox worked to paint Seattle “turquoise” – the color of the LUNG FORCE campaign – which earned media attention from the Seattle Times, KOMO, KING 5 and Q13, raising awareness of lung cancer in women. Our turquoise takeover of Seattle included:
    • We secured several major landmarks in Seattle to turn turquoise for the kick-off of the Lung Force campaign, such buildings included the Great Wheel, Pacific Science Center, Westin and One Union Square all went turquoise at dusk for LUNG FORCE. The result? A gorgeous turquoise skyline.
    • We organized and promoted a dining event, called LUNG FORCE Dine Out during Lung Force week with over 30 restaurants participating, each featuring a specialized turquoise item or fun “air” renamed goodie. From turquoise margaritas, turquoise Top Pot donuts, and Hello Robin “snick-air-doodle” cookies, the event was a delicious affair. This helped raise awareness of the LUNG FORCE campaign and Walk, plus kicked off a partnership with Alaska Airlines Visa Card to donate $5 every time someone used that credit card at a participating Dine Out restaurant.
    • We commissioned local artist, Susan Tidwell (famous for her yarn sweaters on the trees in Pioneer Square) to create a customized yarn installation on the South Lake Union Discovery Center building, right on Denny street, busy with pedestrians and cars. The artwork was a turquoise “whoosh” of fresh air, an element of the LUNG FORCE campaign and local television and print outlets covered the art unveiling.
    • We worked with Sub Pop Records to create a special edition turquoise Sub Pop t-shirt that they sold at their new store at SeaTac Airport and online and donated the proceeds to ALA.

Team Soapbox has more than doubled their goals in terms of outreach and participation for each of ALA’s events.
  • Ride Around the Sound (2013): Team Soapbox helped in the last six weeks before the race and helped ALA nearly meet their participant goal – just 50 people shy of their 350 goal target.

  • Fight for Air Climb (2014): Team Soapbox helped ALA meet their participant goal of 250 climbers, and exceed their fundraising goal by $16,500.

  • Lung Force Walk (2014): Team Soapbox helped ALA significantly surpass their participant goal of 320 walkers for their inaugural LUNG FORCE Walk, and exceed their fundraising goal by nearly $40,000.


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