CASE STUDY

City of Hope Telethon Initiative

CLIENT

City of Hope - National Cancer Research and Treatment Center

CHALLENGE

City of Hope was seeking a large-scale, multi-market fundraising event to support cancer research initiatives but faced major challenges in strategic execution. Early planning efforts lacked cohesion across media markets, internal stakeholders were unsure how to activate multiple broadcast and digital channels simultaneously, and timelines were tight to achieve meaningful results. There was also a need for storytelling that would drive urgent emotional engagement from diverse regional audiences.

SOLUTION

  • Took leadership over the campaign after initial disorganization in larger markets.

  • Developed and executed a telethon strategy that aligned media assets (broadcast, podcast, digital audio, social media) for maximum fundraising impact.

  • Created emotionally compelling messaging tied to clear, actionable donation opportunities.

RESULTS

  • Helped raise nearly $250,000 in a single-day, eight-hour broadcast.

  • Established a replicable model for future philanthropic media partnerships.

  • Strengthened brand visibility for City of Hope in key regional markets.

BRAD’S ROLE

Led project strategy, media planning, creative messaging, and cross-market coordination. Served as the point of contact between City of Hope and iHeartMedia teams.