International Earned Media Coverage
The “Thrill of a Lifetime” Initiative, developed by Greenbaum for Eskaton, a nonprofit aging-services organization, makes wishes come true for older adults. Of the more than hundred Thrills accomplished, some have been very poignant: presenting a first bouquet of flowers; hosting a 60th wedding anniversary picnic for a woman with Alzheimer’s and her faithful husband. While others have been extraordinary: rafting through whitewater rapids; celebrating a 100th birthday with official induction into the Girl Scouts. But it was orchestrating the reunion of two Japanese brothers who were separated by WWII for six decades that created goodwill worldwide while capturing in excess of $2 million in earned media.
