Case Studies

Helping Stayfree Put More Girls in the Director’s Chair
In 2007, Stayfree approached Hunter PR to create a comprehensive media relations program for its one-year-old film program, Girls in the Director’s Chair. Through this program, 20 teen girls were given the tools to create, cast, direct, shoot and edit two short films — one featuring Rachael Leigh Cook and the other with Laura Prepon. Challenged with ensuring the Stayfree branding and key messages came through, Hunter PR recommended creating multiple media windows in order to maximize media coverage. Through on-set media outreach in Los Angeles, local market pitching in each of the girls local markets and a star-studded premiere event in New York City, Hunter PR led pitching efforts with a statistic about the lack of women behind the camera and how Stayfree is working to build young girls’ confidence to achieve their creative dreams. Through this program more than 90 percent of media coverage included Stayfree branding and generated placements in the New York Daily News, Orlando Sentinel, The Star Ledger, Fox & Friends, US Weekly.com and several online teen favorites, such as Seventeen.com, Cosmopolitan.com and Alloy.com.