Mothers Create Resource Network for Grieving Parents
Imagine losing a child to Sudden Infant Death Syndrome (SIDS). You feel devastated, helpless and need a specialist to talk to – but one or two hours of counseling is all that you have access to. Inspired by their own experiences, two mothers formed the Baby Angels Foundation to take care of those left behind by raising money for greater access to bereavement resources.
To help local agencies maximize grief support for families who have lost a child to SIDS, the newly established Baby Angels Foundation scheduled its first fundraiser for the end of May. An event for all ages, the “5k Run/Walk to Remember” was an opportunity for families to meet, remember SIDS victims, and raise money for greater access to existing bereavement resources through the Minnesota SID Center at Children’s Hospitals and Clinics of Minnesota.
Given the nature of this topic, RMPR knew it wouldn’t be like pitching a new product or business story. We got to know the personal stories of Foundation co-founders Becca Peden and Serena Gragert, considering their needs as grieving parents as well as their desire to support other families. Kathleen Fernbach, director of the Minnesota SID Center, provided facts on the incidence of SIDS and insights into available bereavement resources.
Infant death would be a heavy topic for media to digest, so we identified reporters based on previous coverage of SIDS or similar difficult subjects. With a box of tissues nearby, we carefully crafted pitches and follow up messages that not only provided the facts, but also Becca and Serena’s personal stories of loss and hope.
The resulting media coverage was thorough, accurate and poignant, and clearly communicated the Baby Angels Foundation’s mission. A feature story in the Star Tribune provided insight into Becca and Serena’s experiences and the grief that inspired the Foundation, while a “Community Corner” segment on KARE-TV’s Showcase Minnesota and news spots on KTLK-FM radio encouraged event attendance. Taking the message statewide, a “Minnesota Matters” segment on the Minnesota News Network provided a 25-minute opportunity for Becca, Serena and board member Brittianee Neu to share their stories of loss, and for Kathleen Fernbach to present grief resources.
The Baby Angels Foundation is off to a strong start in only a matter of months. The Foundation received its 501(c)(3) nonprofit status, shared its mission with Minnesotans, and hosted a successful premier fundraiser with participation far exceeding the initial estimate, and donations nearly doubling what was anticipated.
Client: Baby Angels Foundation
Media Outlets: Star Tribune, Showcase Minnesota, KTLK-FM, Minnesota News Network
Date: May 2010
Visit Baby Angels Foundation
Visit Minnesota SID Center
View Article
View Showcase Minnesota Segment
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