Northwestern Mutual Foundation

Northwestern Mutual is a leading life insurance and financial service provider with more than 11,000 agents and 2,500 offices nationwide. Rocket was tasked with generating ongoing national and local media coverage for the Northwestern Mutual Childhood Cancer program.

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Strategy

To get national attention for NM’s philanthropic program Rocket develop a unique and meaningful experience for children going through cancer and their families. Leveraging NM’s relationship with the iconic Rose Bowl in Pasadena, CA, we developed a fun-filled Summer Camp-Out inviting more than 200 families to spend the night at the iconic stadium. Families were treated to full camping experience of fun, fires and s’mores. And best of all: the opportunity to escape the challenges of cancer treatment for a day.

Result

The effort received significant national and local coverage including stories of families making the journey to the camp out from several different states. Due to the increase in coverage of the program, Northwestern Mutual also had an increase in engagement across various social media platforms.

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