Saving the Hollywood Sign
Finalist, Nonprofit Campaign of the Year, PR Week 2011 Awards
The SaveHollywoodLand.org website and interactive widget were developed by Atomic Digital, the interactive group at Atomic PR, in conjunction with the non-profit land conservation group The Trust for Public Land as part of the campaign to protect Cahuenga Peak, the land surrounding the Hollywood Sign in Los Angeles, CA.
The microsite also hosted blog posts from various celebrities and political supporters of the campaign, including Dame Elizabeth Taylor, LA City Councilman Tom LaBonge, James Kyson Lee (NBC’s Heroes) and many others. Additionally, Atomic utilized social media networks by setting up a “Save Cahuenga Peak” Facebook page with over 27K fans, as well as Twitter, Flickr, and Zazzle pages, with a t-shirt design contest coordinated across the various social networks, with the winning designs being sold on our Zazzle shop. Lastly an interactive, embeddable widget was created for users to show their enthusiasm for the project.
The campaign launched in February 2010, and by the end of April 2010 we had raised $12.5MM and successfully saved the peak.