Serving Social Goals with a Mix of Media

May 2003
by Lee White

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Northwest Media started out 18 years ago in the den of my home, when I worked with a video production partner on creating a training video against drinking and driving.Since we didn’t have the money to rent the equipment to finish the project, I went out fundraising.

At the time, Oregon was in a recession and there was little money going around. However I felt that the realistic video we made should be given to all the high schools to help students become aware of this important social problem. Back then, I hadn’t even thought about publishing books.


Steps toward Saving Lives

Our first marketing plan, which involved selling sponsorships, quickly failed. I found out that we were asking for too much money from any one sponsor and that most companies I presented to were not interested in advertising to high school students. So, in our next attempt to raising money, we created the idea of a newspaper tabloid insert, a 12-page newsprint publication focused on Drinking and Driving. This publication was inserted in every daily newspaper in Oregon. I talked fast and hard and sold page sponsorships in that insert to cover the costs of the publication and the video project.

It worked. The tabloid was inserted just before Thanksgiving of 1985. And in the following holiday season, for the first time in many years, there were no fatalities in Oregon (which I still like to think was partly due to our Drinking and Driving inse…IBPA Members – Click here to view the full article (login required).

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