Jump for the Cause
About: Jump for the Cause (JFTC) is a nonprofit organization dedicated to raising money for the City of Hope’s breast cancer research program through skydiving events held in Perris, California. The organization was founded by Mallory Lewis, daughter of Sheri Lewis of Lamb Chop fame, soon after Shari died of cancer.
Assignment: Our plan was to recruit major national and local broadcast to tell the story since it was so visual. For A-list media, Tellem devised a media drop and pitch letter that began, “Yes, it’s true, a great story just fell from the sky and landed on your desk.” When the reporter opened the box, he or she found a full sized parachute along with press materials. This proved to be the winning pitch and the Today Show was in.
Key Accomplishments: On Saturday, September 26 at 1:30 p.m. PST the world record for women jumpers (with 181) was broken. This footage was then put up on a satellite feed. The dramatic images became banter for the hosts of morning shows across the country. The National Aeronautic Association picked JFTC as one of the “Most Memorable Aviation Records of 2009” and Sports Illustrated selected it as one of it “10 Best Photos of 2009.” In total, close to $1 million was raised for breast cancer research. More than 110 U.S. TV stories were generated with a Nielsen audience of over 20 million. Media hits also appeared in Australia, Germany, UK, Sweden, Japan, New Zealand and Russia.