Martin Luther King, Jr. Memorial
Strategic Communications Support to General Motors
MS&L has provided strategic communications
support to GM for the purpose of building interest and financial and
political support for the Martin Luther King, Jr. Memorial on the Mall
in Washington, DC. Among the projects executed by MS&L has been
the creation, production and placement of cause-related advertising in
some of the nation's more influential print media, including the New
York Times, Washington Post, Los Angeles Times, Time, Essence, Sports
Illustrated, Money, and O, The Oprah Magazine.
The print campaign also included the creation of special cover editions for Black Enterprise and Fortune magazines, enabling the Foundation to reach an influential executive audience. MS&L also created micro-Web site on GM's participation in the project for www.gm.com and created a special fundraising brochure aimed at GM customers. Since 2004, the contributions to the foundation have doubled from about $30 million to almost $80 million currently. Groundbreaking on the long-awaited project took place in November 2006.