NEW YORK: Kids Kicking Cancer (KKC), a nonprofit organization focused on easing the pain of sick children while empowering them to heal, has enlisted the help of celebrities Gerard Butler, Demi Moore and Miley Cyrus , as part of an awareness and fundraising campaign.
The awareness component aims to drive downloads of a new iPhone and Blackberry app from KKC called “Breath Break,” which features video of kids with cancer teaching pain-reducing techniques to help the general public reduce their everyday stress. Rabbi Elimelech Goldberg, founder and director of KKC, said by helping others through the app “children facing disease and challenge will have less pain when they can recognize that there is a purpose to their overwhelming pain, fear, and anger.”
The app is being promoted through celebrity PSAs, written by Chamberlain Healthcare PR, which is supporting KKC on a pro-bono basis. The three celebrities were secured through the relationships of Goldberg.
Reba Auslander, EVP of Chamberlain, said the agency hopes the increased awareness as a result of the app will help drive financial donations. “KKC needs to be more visible, and create more of a donor base, because the recession has hit them really hard,” she told PRWeek. “One of the reasons we stepped into help was because they had some government funding cuts and are working with very little budget.”
In addition to the PSAs, Chamberlain created a Facebook page http://www.facebook.com/kidskickingcancer and revamped the KKC website www.kidskickcancer.org, which included the addition of social media widgets.
CommCore Consulting also provided media training to Goldberg, in preparation for a media relations push from Chamberlain, which has targeted oncology publications as well as more mainstream outlets.
Moving forward, Auslander said the agency hopes to further leverage the KKC's celebrity supporters. “We're hoping opportunistically that when there are events, and when some of the celebrities are available, we'll do some more high-level media around the availability of the app,” she said.