Challenge:     

Launch a new, faith-based series of Berenstain Bears books with a limited budget and staff of volunteers.  Proceeds from books sold during the launch week to benefit charity. 

Solution:        

Stage more than 18 events during “Berenstain Bears Week” throughout the greater Philadelphia for the series author/illustrator, Mike Berenstain, and the Berenstain Bears characters.  Generate enthusiasm at the local level through appearances at churches, schools, hospitals, and community events and the efforts of a team of more than 50 volunteers.  Coordinate events with print, radio, and television coverage to generate widespread awareness and interest in the new series. 

The Rewards:

Coverage on KYW Newsradio, NBC’s “The 10! Show,” CN8’s “Your Morning,” and numerous newspapers resulted in more than 4,000 books sold during “Berenstain Bears Week” with all net proceeds going to local and national literacy project charities.