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A Community Fundraiser to Support San Diego’s Ronald McDonald House and Keep Families Close



Ronald McDonald House Charities of San Diego’s (RMHC-SD) annual Red Shoe Day fundraiser supports critical fundraising efforts and raises awareness of the organization’s mission – keeping families close to their hospitalized child. The fundraiser is the charity’s largest community-driven event and features thousands of volunteers stationed at more than 100 major roadside intersections throughout San Diego County during the morning commute.


In 2023, NST developed a media relations plan that focused on earned media opportunities, and media partnership negotiations.

To support an ongoing media partnership, NST crafted fundraiser-specific language and provided onsite support for pre-event filming, including supporting an interview with a family that had utilized services at San Diego’s Ronald McDonald House.

For pre-event coverage, NST developed a press release including a call for volunteers, to both increase the number of volunteers throughout San Diego County, and raise awareness on Red Shoe Day details, like where and how to donate and how to get involved.

For day-of coverage, NST worked with the RMHC to identify media-ready intersections where fundraising would be taking place and pitched local broadcast reporters to cover the event live. NST also pitched the event to traffic reporters using a news angle of commuters needing to be aware of activity on the streets. For stations that could not attend in-person, NST filmed and shared b-roll, including interview soundbites with RMHC-SD spokespeople, with broadcast stations for increased coverage opportunities that included key messaging.


Secured more than 42 earned media placements, both online, radio and broadcast, reaching an estimated audience of 7 million+.
B-roll from NST secured coverage on CBS 8, FOX 5, ABC 10 and KUSI.
NST’s media relations efforts helped raise nearly $185,000 for the Ronald McDonald House, directly supporting families in San Diego.

Services Provided

Media Relations, Event Support


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