CASE STUDY – CONTENT CREATION

How to throw a Birthday party for 20,000 of your closest friends

THE CLIENT

UNITED WAY OF METROPOLITAN DALLAS

Tony Fay Public Relations has played a key role in the United Way of Metropolitan Dallas’ (UWMD) communications strategy since 2014, when it helped the organization develop an unparalleled 90th Anniversary Celebration. Working alongside 90th Anniversary co-chairs Troy Aikman and Charlotte Jones Anderson, Tony Fay, Amanda Larder and long-time collaborator Kit Sawers worked to plan and execute a year-round build up of nine community events (each hosted by a Dallas Cowboys legend) that highlighted the UWMD’s impact areas in North Texas. Titled “Nine for 90,” the program created a drumbeat for the anniversary year while also recognizing the four-decade old relationship between the NFL and the United Way.

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