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.
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.