PHILADELPHIA: Alex's Lemonade Stand Foundation (ALSF) has named Tierney Communications as its AOR.
Tierney will conduct a national PR campaign to increase awareness about ALSF's work and where money raised from its lemonade stand promotions goes.
The foundation was created in honor of Alexandra "Alex" Scott, who, at 4, stricken with cancer, started a lemonade stand to help raise money for cancer research. By the time Scott died at age 8 in 2004, she had raised $1 million. As of today, ALSF has raised close to $11 million for childhood cancer research.
"This campaign will hopefully expand our publicity efforts nationwide. Past publicity grew organically, and we're continuing to expand on that by using Tierney Communications," noted Jay Scott, ALSF executive director.
The PR team will target key markets where research grants have been awarded over the past two years.
"[ALSF] offers grants on three different levels," said Suzanne Tavani, EVP at Tierney Communications. Grants go to young researchers who are able to acquire major government funding, mid-level researchers, and administrative support staff.