Running for a Great Cause

Recently, the Red Sox teamed up with Mass General Hospital in support of Iraq veterans and military members who returned home with PTSD, or varied other ailments. The event, Run to Home Base was advertised on NESN, in the Boston Globe, and proved to be very successful. The Red Sox and the Red Sox Foundation, their charity, did an amazing job of marketing the run - it ends at home plate in Fenway Park! Who wouldn't want to do that?! I would seriously have considered running the race and raising money that day if I weren't out of town that weekend.

However, my point on this topic is that not only did the Red Sox get creative with advertising their brand and linking it to a charity, they also chose something RELEVANT and TIMELY, which is key to engaging potential customers, viewers, readers, etc. My guess is few people do not know a story about an Iraq or Middle East soldier who returns and begins their life as a civilian again. How hard must that be. I was particularly moved by the piece in The Boston Globe, by Bella English that ran the week before the race. I actually went to high school with Jonathan and had no idea he served in Iraq, let alone how young he was at the time and what he has suffered with since his return. His sister's strength and determination to help her brother is no less inspiring than his story.

I applaud the Red Sox for their work for this cause, and hope it continues for many years. Way to go!

RL