A leading healthcare career training school, MedVance Institute wanted a unique element for introducing the company to emerging markets and to celebrate milestones, such as anniversaries and new campus locations. The concept had to be fun, pique media's interest and, perhaps most important, position MedVance as a key contributor to the community.

To heighten MedVance's profile within targeted communities, we created the "Scrubs for a Cause" concept. On behalf of our client, we enlisted the participation of area leaders and celebrities to add their own personal design touches to scrubs worn by MedVance students. Then we made these "designer scrubs" the star attractions at a campus reception.

• Showcase MedVance to business and community leaders
• Align campuses with key civic and charitable organizations
• Grab media attention

• Securing participation of celebrities and influential business leaders
• Establishing event credibility with media
• Coordinating back-to-back events in separate metro areas

• Add donation link to celebrities' charities of choice
• Enlist media participation in scrubs design
• Allow attendees to vote for their top designs
• Invite charitable organizations to the event
• Hold an auction for all designer scrubs so every charity benefits

The three sets of scrubs voted best by guests won $1,000 each from MedVance for their assigned charities and proceeds of the silent auction went to each respective non-profit organization.

"Scrubs for A Cause" achieved its objectives for garnering community awareness in the targeted markets. It generated positive goodwill among key charities, enhanced media awareness and helped to creatively introduce MedVance's programs and leadership to influential audiences. Thousands more throughout the respective markets learned about MedVance's community outreach through a diverse array of online, broadcast and print media coverage, which positioned the company and its innovative event in a positive light.

The initial "Scrubs" events were so well-received the program will be
expanded and gradually incorporated as an annual MedVance tradition.