Purpose:
Retired NHL player and Olympic Gold Medalist, Theo Fleury wrote a new book called ‘Conversations with a Rattlesnake’ with his Therapist about his journey towards recovery. The goal was to share his personal story about how he healed to bring awareness to mental health further.
The Challenge:
Our goal was to generate buzz and public awareness around the book within the mental health community.
The Result:
We coordinated a cross-Canada book tour. Where we scheduled media interviews and book signings at Costco, bookstores, aboriginal communities, and jails across Canada. Our strategy behind planning book signings and talks at aboriginal communities and jails was to bring the media to us. This strategy resulted in more media coverage for the book.
Media Highlights
From Theo Fleury Book Tour (not all interviews are listed)
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