Helping diversify the sport of surfing while bringing attention to ANACT, a Florida-based startup, working to disrupt the textile industry with sustainable products made out of hemp and organic materials
Services Provided
Action Plan
- Execute a media relations campaign to generate national news coverage about an ANACT and SurfearNEGRA fundraising partnership to send black girls to surf camps across the country
- Position ANACT as a socially-conscious company in the hemp textile industry
- Raise the profile of SurfearNEGRA, a nonprofit focused on bringing cultural & gender diversity to the sport of surf
Results
- Generated 17 positive news stories raised the profile of the founders of Anact and SurfearNegra, as well as their cause to national audiences
- Coverage garnered more than 130 million impressions with stories featured in national and Florida-based media outlets, including OprahMag.com, the Florida Today, Surfer Magazine, an interview on The Drew Barrymore Show, and social media posts by USA Surfing. The total publicity value was more than $1.7 million
