Shoestring was selected as the PR and advertising agency of record for Salesian Missions in 2008. The initial work included a complete rebranding of the international humanitarian organization as well as a television and internet campaign called “What’s your mission?”
The next steps included creating a crisis communications plan as well as media training for staff that had international experience working with the poorest children on the globe. Shoestring’s role and its work took on a new meaning when the earthquake devastated Haiti in January 2009 – including the destruction of Salesian Missions schools, killing hundreds of students. Working with contacts on the ground, Shoestring coordinated information with the media 24/7 for the month following the disaster. From getting word out in the early hours about those lost and missing, to working with media contacts such as CNN, NBC News, Nightline and the Wall Street Journal, and many more producers to tell the story of what was happening in Haiti.
The work continues to this day and the role of public relations to tell the stories of the work Salesian Missions does in 130+ countries is an ongoing effort, requiring daily attention with both proactive and reactive dealings with the media.
More recently, Shoestring launched a newswire service to cover the global work of this organization, including a special section on Haiti.