How NOT to Launch the Biggest Campaign of Your Career
In only 22 months, OHSU met the Knight’s $1 billion challenge and set a national fundraising record in the process. But the campaign was not without its setbacks. In fact, the “One Down” campaign encountered significant backlash at its launch, primarily within the Knight Cancer Institute’s own social communities. Jessica Columbo will share the story of how, through swift and strategic influencer engagement, her team turned a potentially campaign-ending PR crisis into impassioned social advocacy.