Tips on Securing Lightings for Prematurity Awareness Day

Tips on Securing Lightings for Prematurity Awareness Day Pink & Blue Moment of Hope

Objective: create a dramatic effect to raise community awareness and generates media coverage

FYI: While some of the sites that have been lighted normally charge, in general fees were donated or sponsored.

Rule of Thumb: Only consider buildings or landmarks that already have external lighting systems in place. The building management company, or office responsible for the maintenance of the building, will know how to change that building’s lights to pink and blue. Once permission for the lighting is granted, March of Dimes staff and volunteers aren’t usually involved in the physical conversion of the lights.

Localizable poster art will be included in the Chapter Tool Kit for display in building lobbies and reception areas. In order to make this activity worthwhile, it is important that the meaning of the lighting be communicated to as many people as possible within the building and throughout the community.

If you’re thinking about lighting a landmark, such as a bridge or monument  Identify the jurisdiction responsible, such as a city, county, state, parks department, etc.  Contact the jurisdiction to ask about the possibility. Considerations would include the weather and accessibility in November and the infrastructure (lighting system). See attachments.  Ask the jurisdiction to advise you about the process for making a request  In writing via a letter or a form  Significance of who makes the request (March of Dimes, prominent volunteer, etc.)  Time frame needed for approval

If you’re thinking about lighting a building  Identify potential buildings by assessing their qualifications: well known in the community; highly visible location; external lighting system in place  Identify relationships that can lead you to an appropriate site and a positive response; examples include:  WalkAmerica sponsor corporation is a major tenant in a building of significant size and stature and will make an ask of the building management company on behalf of the March of Dimes  Board member is affiliated with a major company with offices in a lighted building  Prematurity partner hospital or NICU Family Support site that is visible and will partner on promotion  Keeping the objective in mind to generate media coverage, consider buildings that media outlets are attracted to, such as areas that are routinely part of news, weather or traffic coverage  Keeping the objective in mind, if exterior lights are not feasible, if a building is a public building with high traffic volume, lighting the lobby and elevators may be worthwhile

For porches, lobbies and hallways Building maintenance personnel usually know where to get the supplies, including pink and blue light bulbs that are best for their buildings. Possible resources include:

1. http://www.lightbulbsdirect.com/Merchant2/merchant.mvc?Screen=CTGY&Category_Code=IncanColor 2. http://www.lightbulbsdirect.com/page/001/PROD/IncanColor/25APK 3. http://www.christmas-lights- direct.com/view/catalog/UL_Listed_100_Pink_Miniature_Christmas_Lights_Set_On_White_Cord-p-335.html 4. http://www.christmas-lights- direct.com/view/catalog/UL_Listed_100_Blue_Miniature_Christmas_Lights_Set_On_White_Cord-p-332.html

1 MORE Lighting Tips . . .in their own words

Empire State Building A Communications Committee member was instrumental in helping get the Empire State Building (ESB) lit for Prematurity Awareness Day. It was our good fortune that our volunteer’s PR firm managed the ESB account and at her request, the president of the PR firm made an inquiry on our behalf. This resulted in our getting both pink AND blue for the 2006 PAD lighting (in prior years they had given us just blue). It’s the power of the volunteers! In New York City, the 11 o’clock evening weather reporter shows a view of the ESB and tells why it is lit in particular colors. We were surprised to see how many broadcast TV hits we picked up just from these segments, on several local stations. We lit the ESB again for WalkAmerica 2007. This time, we issued advisories to all outlets on our media list and personally “pitched.” The response was amazing. One radio station aired announcements of our lighting 24 times in the four days prior to WalkAmerica. Broadcast TV, Cable, and print also picked it up. We got several million impressions just on the lighting announcement. After each lighting, we forward a “thank you” package to the ESB Public Relations Director, which includes a full media report on the extensive exposure March of Dimes was able to generate. Ruby Wint, Director of Communications – New York City

Miami Bank of America Building (request letter attached) In speaking with a person from outside March of Dimes with whom I was working on a prematurity awareness radio show for the Miami-Dade area, I shared that we wanted to light up a building to bring awareness to prematurity. He suggested that we contact the Bank of America building, because they have done a similar project in the past for the cancer society. So I went on-line, got the contact information for the building, and made a cold call; I followed-up with a letter. A few weeks later I received a call from property manager at which time we were able to confirm the lighting of the building. I would like to add that other non-profit organizations usually paid up to $15,000.00 a day to light up the building, but we were able to get it free of charge, because the property manager is familiar with the March of Dimes and has participated in WalkAmerica in the past. Careline Romaine, Director of Program Services, Florida

311 S. Wacker Building, Chicago (request letter attached) The letters were sent in August. Nothing too tricky - we started with looking at buildings we had seen put lights up before for other organizations or during the holidays. Next step - find the volunteers - that either worked in the building - or who had a connection with the building. We would have the ask come from the volunteer, especially volunteers who work with real estate - selling & buying properties many of them work with companies that own or lease property - so they have contacts with building management companies. They were of great help! Lisa Dye, Director of Program Services, Illinois

Oklahoma State Capitol First, I found out who was responsible for maintenance of the Capitol dome, then I contacted them by phone with an initial request followed by a written request. I shared the incidence and problem of prematurity in our state and the connection to Prematurity Awareness Day. One thing that I think was heavily in our favor was the fact that we have a new Capitol dome in Oklahoma and there was a lot of press and energy around this fact. So, I think any way to highlight our dome was something that helped us get this accomplished. My overall advice or guidance would be 1) to ask (you might be surprised what you can get accomplished); 2) follow with a written request and highlight the issue of prematurity in an emotional grabbing way; 3) making another follow-up phone call after the written request is important as well--anytime you can get the opportunity to talk to someone and express this issue, the better; 4) offer to meet them in person if they are still contemplating having the building lit. Then keep your fingers crossed Belinda Rogers, Director of Program Services, Oklahoma

M&T Bank, Buffalo Tower and Niagara Falls "Electric Tower" in Buffalo was an ask made by the outgoing Chapter Board Chair, Steve Carmina who is an architect who works with Iskalo Development Corp. which owns the building. 2 M & T Bank in Buffalo was an ask made by incoming Chapter Board Chair, Bill Christ who is a lawyer who went to school with the one of the bank VPs. Niagara Falls was me poking around the Niagara Falls Chamber of Commerce volunteers who served on Star Chefs Committees in years past. It took an afternoon of navigating through 20 calls describing what I wanted to have happen and getting referred to people who could make it happen. Finally I arrived at the Illumination Board and the rest is history. Dennis Schrader, Director of Communications, Upstate New York