The challenge:

An accomplished provider of housing and services for homeless people with HIV infections and people with AIDS, Bailey House was viewed as a behind-the-scenes advocate.  It wanted to elevate its public profile.  The organization decided to team with TMO to capture a consistent share of mainstream media attention as a leader and advocate in the AIDS housing arena.

The strategy:

As part of TMO's "street-smart" communications strategy, we mine news coverage of AIDS-related stories, and provide top editors, reporters, and producers with Bailey House leaders as expert commentators.  TMO boosts Bailey House's profile by alertly responding to breaking news or policy debates at all levels of government.  The agency generates coverage of human interest stories involving Bailey House clients and service providers.  We seed the media with facts about AIDS and AIDS housing, increasing the visibility of AIDS-related issues.  TMO complements these pitches by consistently attracting tier-one media attention to Bailey House fundraisers.

The results:

Bailey House has now emerged as a go-to source for expertise on AIDS issues.  The agency has attracted multiple, favorable placements in the New York Times, the Daily News and the New York Post, as well as every New York City television station.  The Bailey House director appeared on NBC's Today Show to talk about World AIDS Day.  Remarkably, an Associated Press story prompted a $25,000 memorial donation.