We created a customized, brand-owned 8-page special section titled Life Wide Open, which was inserted into the full Sunday circulation of the Baltimore Sun. Additional distribution via street teams throughout the city raised the circulation to 500,000. For content, we recruited and vetted legendary Orioles catcher and current team announcer Rick Dempsey as the cover story. Rick’s father passed away prematurely from coronary artery disease so the personal connection was evident and resonated within the piece.
This project helped earn Universal McCann Best Integrated Campaign from the client.