Bringing the Walk back in-person was a unique challenge after two years of virtual programming and promotion. The media had gotten used to Zoom interviews and virtual stories. Would they really be interested in in-person media coverage now? Yes. If the story is strong enough.

With nearly 9,000 walkers, finding a strong story that resonates with media can be a challenge. The Brodeur Partners team implemented a meticulous process of combing through hundreds of walker registration forms to hand-pick engaging narratives, connect with walkers, and listen to their personal stories.

Throughout the course of the campaign Brodeur Partners identified 257 walkers and listened to over 70 unique walker stories. The approach yielded personal accounts of cancer battles, community involvement and courage against a deadly disease that has impacted so many people.

Then, we found Casey O’Donohoe.