Breathe Pennsylvania

Public Relations Rebranding Campaign

The Challenge:
Breathe Pennsylvania, headquartered in Cranberry Township, Pa., is a non-profit organization that helps the residents of southwestern Pennsylvania achieve and maintain optimal lung health through education, prevention, awareness and direct services.  In 2013, Yearick-Millea initiated a marketing communications campaign with Vance Wright Adams and Pipitone Group to introduce the new identity of Breathe Pennsylvania, which had formerly been known as Healthy Lungs Pennsylvania.

The Strategy:
To officially launch the organization’s new name, Yearick-Millea proposed a two-pronged campaign incorporating public relations and social media. The primary goal of the campaign was to position Breathe Pennsylvania as southwestern Pennsylvania’s “neighborhood” lung health agency.

By boosting awareness of the organization’s recent changes, overall mission and educational outreach through PR and social media, Yearick-Millea enabled Breathe Pennsylvania to expand its audience, create new connections in the community and to enhance its prominence as a free public resource for answering critical questions about lung health.

In addition to crafting regular news announcements, Yearick-Millea works to connect Breathe Pennsylvania spokespeople and executives with local editors, reporters, news directors and producers. The goal is to reinforce Breathe Pennsylvania’s position as a “go-to” resource for media when they are writing or reporting stories about asthma, smoking cessation, cardiopulmonary health, tuberculosis, pollution and other lung issues.

Yearick-Millea meets regularly with the staff at Breathe Pennsylvania to ensure that all program and event communications are streamlined to ensure effectiveness.

Results:

  • Placements in the Beaver County Times and Cranberry Journal regarding the organization’s distribution of cold weather masks. And, a placement in the Western Pennsylvania Guide to Good Health regarding Breathe Pennsylvania’s smoking cessation tips.
  • Feature placement regarding the organization’s Camp Huff-n-Puff in the City, Pittsburgh North and Pittsburgh West editions of Macaroni Kid, a popular local parenting blog. Local radio interviews were also secured on WESA-FM, KDKA-AM and WJPA-AM.