John Ellis, a then 17-year-old with hepatitis B, decided to ride his bike from his hometown of Pensacola, FL, to Philadelphia, PA, to raise awareness about the disease for the Hepatitis B Foundation.

Furia Rubel Communications, the foundation's AOR, helped develop a PR campaign – utilizing social media venues – to generate buzz and media interest.

Strategy
The campaign focused on utilizing social media to better reach Ellis' age demographic. β€œIt was our first concerted effort to reach ...