This year, the Weber Shandwick Minneapolis pro bono program was focused on supporting nonprofits in Minnesota working at the core of civility – organizations who promote youth education and development, leadership development, cross-cultural understanding, and diversity and equity, to name a few examples. When we heard the mission of our 2018 pro bono client, AMAZEworks, we knew they were a perfect match for our program.

AMAZEworks has operated within the educational system for more than 20 years, providing training and classroom tools to combat the development of unconscious bias. The organization’s research-based programs are intended for early childhood, elementary and middle school classrooms, and empower educators to create a safe and welcoming space for students to engage with their peers. In a world where unconscious bias is all too common, this curriculum is critically important – now more than ever.

To raise awareness of AMAZEworks and encourage widespread adoption of its curriculum, we developed a multi-faceted PR strategy to engage the organization’s priority audiences. From promotional materials for educational conferences and story mining sessions with earned media experts to web recommendations from SEO specialists and influencer + social best practices, we hope to arm the talented AMAZEworks team with the tools necessary to communicate their message.

With over four months left to work together, our account team can’t wait to evaluate the program’s success!

Is your organization interested in applying to become our 2019 pro bono client? Keep checking back. We’ll be seeking applications soon!