Bank of America Press Kit
Course: ADPR 221, Writing for ADPR
Assignment: create a press kit for Bank of America's partnership with Bono's (RED) campaign.
Upfront planning:
· News factor (timeliness, proximity, conflict, impact, prominence, human interest):
600 babies born with HIV every day, we want to stop this problem now. Only 40 cents can SAVE A LIFE!!!!! People love to feel good about themselves, so have to emphasize that they can contribute to making a difference.
· Potential news angle(s):
Visual representation: Explain exactly HOW BofA is helping (RED) and how everyone can get involved.
· Key messages:
o Point 1: Bank of America is joining Nike (and others) in Bono’s (RED) campaign
o Point 2: This project is doing great things and will get even better with the help of Bank of America
o Point 3: It’s so easy for YOU to make a difference and help!
· Potential spokesperson:
David Beckham. He’s an athlete (ok he was an athlete) who could actually run and pledge miles to the campaign, and he’s a UNICEF ambassador, which is another organization supporting mothers and children in developing countries. Plus everyone knows his name and it would make this press release marketable to a wider variety of media.
· Media target(s) [traditional media, bloggers, social influencers]: Traditional media and charity bloggers. Maybe even some athletic bloggers if Beckham is my spokesperson, they’d like to share that he’s doing good work. Celebrity magazines would also love to write about Beckham’s charitable contributions.
Traditional Print News Release Example
News Release
FOR IMMEDIATE RELEASE FOR MORE INFORMATION:
Feb. 23, 2016 Maddie Stuart, BofA PR
(402)525-2291
madeline.stuart14@gmail.com
Bank of America Joins (RED) Campaign
CHARLOTTE, N.C. – Feb. 23, 2016 — Bank of America has partnered with Bono’s (RED) campaign in commitment to create an AIDS free generation. From March 21 to April 30, Bank of America will donate 40 cents for every mile pledged and achieved on the NIKE+ running app. Two life-saving pills that prevent HIV-positive mothers from passing the virus to their babies cost only 40 cents.
Bank of America has also pledged a $10 million investment towards eliminating mother-to-child HIV transmission, joining Apple, Beats by Dre, Coca-Cola and Starbucks as supporters of the (RED) campaign. Funds raised support HIV/AIDS grants in sub-Saharan Africa, where an estimated 600 babies are born carrying the HIV virus each day.
“It’s incredible how easy it is to save a life,” said David Beckham, spokesman for Bank of America and Nike’s partnership with (RED). “I have spent years working towards the betterment of children’s lives around the world and now, with Bank of America’s pledge to donate 40 cents for every mile run on the NIKE+ running app, everyone has potential to start making a difference around the world.”
(RED) has raised over $275 million to benefit the Global Fund, impacting more than 55 million people across sub-Saharan Africa. Many of the organization’s partners have created special products designated to raise funds for the campaign. Now, with the help of Bank of America, (RED) has more opportunity than ever to pave the way for an AIDS free generation.
About Bank of America
Bank of America is a global community with a local focus, dedicated to providing valuable resources to their customers worldwide. For over 200 years, the company has upheld its commitment to foster the success of its customers and clients. The Bank of America Charitable Foundation partners with nonprofit organizations nationwide to combat housing shortages and develop communities with maximum potential for economic growth. Now, with (RED), Bank of America will use this loyal consumer-base to contribute to the wellbeing of those affected by HIV and AIDS.
###
Video Assets
Recommended B-Roll: Interviews with mothers whose children were born HIV-free thanks to the medication provided by (RED).
Something that looks like a Nike commercial with someone running, then a notification pops up that they’ve hit another mile and we swap to a video of a woman receiving the medication.
A video featuring people who have received the medication with a voiceover by a doctor explaining what these pills do and how cheap they are to provide and stuff
Spokesperson Soundbites: Beckham talking about why he does this, why the cause matters to him, why others should get involved. Something about what it means to him to see how greatly a person’s life can be affected by these pills that cost so little.
Email Media Pitch
Journalist/Blogger/Social Influencer: Pam Belluck
Outlet: New York Times
Coverage focus (types of stories he/she writes or produces): Health and science. Won a Pulitzer Prize for cover of Ebola outbreak. I think she’d do a great job of explaining HOW this will help people, rather than just what Bank of America is doing.
Email subject line: BofA joins fight for AIDS free generation
Email content:
Hi Pam,
Bank of America has recently partnered with Bono’s (RED) campaign to prevent children from being born with HIV in sub-Saharan Africa. I noticed you cover a lot of health issues and was particularly intrigued by your piece on how contraception can actually increase the spread of AIDS for women in southern Africa.
The daily dosage of a pill that can prevent HIV from passing from a pregnant mother to her child only costs 40 cents and Bank of America has pledged to donate that amount for every mile ran on the NIKE+ app from March 21 to April 30. David Beckham has agreed to be our spokesperson for this project and he will soon be visiting Africa to meet some of the mothers and children who have benefitted from this project. Additionally, we have already recorded interviews with many of the beneficiaries and a doctor, who explained the benefits of the medication (RED) provides to these mothers.
If you have any questions or would like more information, I would be glad to help arrange any interviews for you and answer any questions I can. Thank you for considering covering this story.
I hope to speak with you in the near future,
Maddie Stuart
Public Relations Counselor, Bank of America