Corporate Citizenship Report - Weber Shandwick

Recent pro-bono work includes:
Darkness to Light:
Shedding Light on Child Sexual Abuse (Washington, D.C.)
Weber Shandwick provided pro-bono services
to Darkness to Light (D2L), a child sexual abuse
nonprofit, during an important moment in its 12year
history. The high-profile scandals at Penn State
and Syracuse Universities had turned the nation’s
attention to the realities of child sexual abuse. It was
time for the organization to assert its authority, raise
its profile, and attract new partners and supporters.
In the lead-up to Jerry Sandusky’s trial, we monitored
media coverage and conversation on social channels.
We ensured that every reporter covering the case
knew that D2L’s CEO, Jolie Logan, could be tapped as
an expert. In the course of our outreach, we greatly
expanded D2L’s use of social channels, particularly
Twitter. We also worked with D2L to capitalize
on moments during the trial to establish D2L as a
thought leader. One such moment was the release of
a Sony Pictures film, “That’s My Boy,” which
glamorized child sexual abuse. We partnered with
Change.org to create a petition asking for public
acknowledgement and education. The petition
received more than 6,000 signatures – double our
goal – and was featured in The Washington Post’s On
Parenting blog. Another moment was the decision
in the Sandusky trial. We worked with D2L to push
out bite-sized content on Facebook that increased
its reach by 2,000 percent. The next morning, D2L
received a flood of inquiries from top-tier media,
resulting in a New York Times Motherlode blog post
and a USA Today cover story. Our outreach before
and during the proceedings made D2L’s Logan the goto
resource on child sexual abuse.
We greatly expanded D2L’s
use of social channels,
particularly Twitter.
26 Corporate Citizenship 2012