Operation Night Vision Case Study



This case study demonstrates LFPR, Inc.'s ability to successfully implement community education/advocay projects. The following outlines the basic elements of the public relations campaign LFPR, Inc. and Operation Night Vision developed to secure 15 life-saving thermal imaging units for the Boise City Fire Department. Situation A new innovation, thermal imaging technology, was developed to allow firefighters to see in smoke-filled darkeness. The problem, thermal imaging units were expensive, costing $25,000 per unit. The City of Boise had not allocated funds for the technology. Research revealed that when citizen based groups started public awareness and fund raising campaigns, city councils soon realized the issue was important to their constituents. Citizens would raise funds to purchase the first few units. Public pressure then motivated city governments to purchase the rest. Objectives • To increase awareness of thermal imaging technology • To acquire 15 thermal imaging units for the Boise City Fire Department Target Audiences • Citizens of Boise, primarily those ages 25-54 with expendable income • Boise City Council
		Strategies • Position thermal imaging as essential • Use children for emotional appeal • Capitalize on fire related news items • Encourage city officials to allocate funds Tactics • Secure media sponsorships • Develop a presentation video • Coordinate a kick-off press conference • Create video PSA • Create audio PSA • Create newspaper PSA • Form a speakers bureau • Make school presentations • Develop a press kit • Create posters, brochures and banners • Participate in community events Calendar • Two years for the entire campaign • Three months to develop the plan, secure sponsorships and create collateral materials • 21 months of scheduled events and news releases Budget • $0.00-All services, media and printing were donated Evaluation/Outcomes • Accomplished goal of securing 15 thermal imaging units • Secured media sponsorships with Ch. 2, KBOI and The Idaho Statesman • Secured printing sponsorship with BizPrint • Obtained media exposure valued at over $200,000 • Received on-going media coverage from all TV, radio and newspapers