“Wont you be my neighbor?” Days

Since 1968, when Mister Rogers’ Neighborhood made its national public television debut, Fred Rogers began each episode with hits signature question in song: “Won’t You Be My Neighbor?” In 2008, we were asked to make the first-ever “Won’t You Be My Neighbor?” Days (WYBMND for short) special.

Insights
Because the show was filmed in Pittsburgh, we believed the local and regional media would be predisposed to feeling neighborly about the WYBMND celebration. However, we wanted to reach out to rest of the nation – even the world. But how could we engage people from Aspinwall to Australia, from Zimbabwe to Zelienople? Our answer involved asking everyone “Won’t You Wear A Sweater?” on March 20 (what would have been Fred Rogers’ 80th birthday).

Groundwork
First we designed a WYBMND logo and created a WYBMND website. We pitched the Mr. McFeely (a beloved character from the show) Youtube scenario, and assisted with the script and shoot. We took the lead in designing posters, ads and other collateral materials. We wrote the press releases, media advisories, secured a Times Square video billboard (at no cost) and put into motion a moving press conference–on-board a trolley, of course. In addition, we set up and accompanied Mr. McFeely on a local and national media tour with stops on Fox & Friends, Good Morning America and ABC Radio. And after calling upon our friends at Woolrich, who were neighborly enough to donate some 40 sweaters, we sent those sweaters to local and national members of the media encouraging them to wear them on air (which included MSNBC’s Joe Scarborough).

Strategy
Our idea was to give “Won’t You Wear a Sweater?” Day the perfect catalyst, focal point, photo opportunity–or, as we like to say, the shtick that would prompt the media’s interest. Then, we hoped this would encourage people and organizations to participate in WYBMND.

ROI
Locally, more than 30 organizations (libraries, museums, the Opera, the Pittsburgh Zoo) celebrated WYBMND by offering free or reduced admission. On the public relations front, we were given a budget of just $21,000. We secured more than 200 print and web stories across the country (including the LA Times, USA Today, Entertainment Weekly and MSNBC.com), and 9+ hours of national and local television and radio coverage. By the end of “Won’t You Be My Neighbor?” Days, we generated more than 150 million impressions, which adds up to $5 million worth of publicity – a 238 percent ROI. Now, that’s a beautiful day in the neighborhood.

Additional Insights
Believe it or not, there’s more to life than public relations. As Fred Rogers often said, “The greatest phrase in any language is ‘thank you.’” And so we thank Mister Rogers for continuing to inspire us to be caring neighbors.