Case Study – Sports Heroes Sell the Story

The national launch of a new arthritis treatment required inspirational spokespeople who used the treatment to successfully manage their condition. Two American sports heroes were recruited: Olympic gymnastics champion Bart Conner and Celtics basketball All-Star Bill Russell. While Conner and Russell were already media savvy, they needed to focus their messages on how they effectively managed their arthritis for the launch campaign. I prepared the spokespeople with appropriate respect for their years of experience through question and answer sessions covering their personal arthritis stories. The results could not have been better. Interviews were enjoyable for both spokespeople and journalists and the client’s priority health messages were included in all media coverage.