BACKGROUND
When a loved one is deployed overseas on a lengthy mission, it’s hard on the kids.  Mary Linda Sather of Duluth knows this all too well. Her father served in the Merchant Marine during World War II. Her husband served in the Middle East during the Korean Conflict; and her son has been to Iraq three times as a member of the Minnesota Air National Guard’s 148th Fighter Wing.

During her son’s second deployment to Iraq back in 2007, she was extremely touched by the effort her granddaughter went to in order to stay connected to Dad. The little girl sent her beloved teddy bear to Iraq.

While there, Boo Boo Bear went on all kinds of “missions,” even getting the opportunity to fly in an F-16. When the heroes returned home, Sather felt compelled to share her family’s story with others.

She published the children’s book, Boo Boo Bear’s Mission: The True Story of a Teddy Bear’s Adventures in Iraq, in June 2009, and turned to RMA Publicity for help promoting it.

 

PUBLICITY CAMPAIGN & RESULTS

• We developed a press kit that could be used to enhance media outreach.
• We have lined up press coverage on television, the radio and in the newspaper in Minnesota, Las Vegas, Colorado, New Jersey and several other states.
• After the launch, we developed a strategy for to expanding Boo Boo Bear’s reach. In addition to arranging appearances at military bases across the country, we have also set up readings at schools, churches and libraries across the Midwest, partnered with Yellow Ribbon organizations to spread the word about Boo Boo Bear's Mission, and created posters and brochures that promote Boo Boo Bear's Mission -- to help families stay connected until they can be together again.

 

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