Equal Rights Heritage Center Juneteenth

In 2023, LáLew worked with the Equal Rights Heritage Center to spread awareness of the series of Juneteenth events in the city of Auburn, New York. Auburn, being Harriet Tubman’s chosen hometown, was the ideal city to celebrate the oldest nationally celebrated commemoration of the ending of slavery, Juneteenth. The goal of the campaign was to drive coverage to Auburn’s celebration, which LáLew was able to accomplish through outreach to hundreds of media outlets in the surrounding area.

We distributed the Heritage Center’s press release to both national and local channels, targeted and hyper-targeted pitches for compatible outlets and journalists, and remained focused on our mission of spreading the word on Auburn’s 14 Juneteenth-related events. 

We greatly surpassed our goal, securing coverage in 17 media outlets in NY State outside the city of Auburn, a 750% increase from 2022. We earned 59 media placements, including a national placement in Ebony magazine.