NEW YORK: VH1 Save the Music Foundation has tapped Susan Blond, Inc. to raise awareness for the organization and its upcoming 10th anniversary gala."People are aware of the organization, but don't necessary know what it does," said Elizabeth Rosenthal, VP and account lead at the New York-based firm.
To address that, Susan Blond will rely on traditional and new media relations initiatives to generate recognition, Rosenthal said. The nonprofit arm of VH1, Save the Music supports music education in under-funded US school districts by providing music departments with instruments.
Susan Blond will also handle outreach for the foundation's 10th anniversary celebration and auction, to be held September 20th at New York's Lincoln Center.
The agency has already launched a campaign on behalf of the gala's participants and honorees; consumer and trade outreach efforts include "anything and everything," Rosenthal noted, from TV to print to online.
Though "VHI does events all the time for Save the Music, it has never done one to this scale," she said.