The Challenge

During the 1968 Olympics in Mexico City, United States track athletes Tommie Smith and John Carlos were awarded medals for their athletic efforts. However, the great athletic feat would soon be overshadowed by one of the most memorable moments in the American Civil Rights Movement. Tommie Smith and John Carlos would protest the poor treatment of African-American people in the United States and stood with fists raised to empower the African American community.

To honor this historical event, the Associated Students of San Jose State University wanted to erect a sculpture as well as create a student activism program. They needed a significant fundraising effort to make both of these happen.

Scenes from the press conference

Fundraising Collateral

The Solution

Tager Group first created a marketing plan for the fundraising efforts. This included defining what the student activism program was all about. Next, we helped put together and promote a groundbreaking ceremony for the sculpture to increase awareness within the community. We also created the “Take a Stand” program which allowed individuals to help support this effort. And we worked with the University to create sponsorships and pursue prominent alumni.

Results

The groundbreaking ceremony was a significant success with broad media coverage in the Bay Area. Awareness for the efforts has increased substantially.