20,000 Ducks: Visuals Are A Key Ingredient For Event PR
February 6, 2009
Author 
In I know the focus of this blog is helping you spread buzz on the web, but I wanted to share an event with everyone to show you the success a local non-profit has had with a buzz-worthy fundraiser.
For more than two years, I have managed PR for community-supported non-profit agency Kids In Distress (KID) of Broward and Palm Beach Counties. KID has a demonstrated record of caring for and treating abused and neglected children through a full continuum of care that includes emergency shelters, therapeutic services, abuse prevention, foster care and adoption.
My favorite KID fundraising event of the year is coming up this weekend – the Duck Fest Derby.
As PR manager of the event last year, I was able to secure all four local TV affiliates to cover the race, as well as both major daily newspapers (Miami Herald and Sun-Sentinel). The duck race is a PR grand-slam for any non-profit, and thanks to the participation of the South Florida community, the event raised more than $130,000 for Kids In Distress in 2008.
Duck Fest is always such a success with media due to visuals: 20,000 ducks racing down the New River is a dramatic site to see. If media coverage is desired for any local or national event, impactful visuals are perhaps the most vital element for success. It’s PR 101, but the necessity of highlighting strong visuals in all press materials can’t be stressed enough.
If you’re in South Florida, be sure to join our Facebook event page. I will be in attendance of course, so say hi if you can make it out (I will be wearing a purple duck shirt). Here are the event details:
The third annual Duck Fest Derby, which will be held on Saturday, February 7, 2009, from 1 to 4 p.m., is a memorable event for people of all ages when 20,000 rubber ducks race down the New River in downtown Fort Lauderdale. The proud ‘adoptive’ parent of the first duck to cross the finish line will drive away in a brand new 2009 Scion xD provided by JM Family Enterprises, Inc. Ducks can be adopted now at KidsInDistress.org for $5 each, and are also available the day of the race.
Duck Fest Grand Prize: 2009 Scion xD (D for “duck”) presented by JM Family Enterprises
The rubber duck race will take place at Esplanade Park, located at 400 SW 2nd Street. in downtown Fort Lauderdale, as the culminating event of an entire day of family-friendly activities including the KID Olympic games, music, food, rock wall, bounce house, carnival games, Wii competition, and more. I-800-PetMeds will have their ‘Your pet could be a star” so four legged friends are welcome too.
While the parent of the winning ‘adopted’ duck paddles away in a brand new Scion xD, runner-up prizes include a scenic blimp ride across the beautiful South Florida skies, a flat screen TV provided by Best Buy, Florida Panthers tickets and Zamboni ride, a $500 IKEA shopping spree, an Apple iPhone and more. But with all duck sales and event proceeds going to benefit kids, the South Florida community is the real winner.
A few images help tell the story and give a preview of this Saturday’s event…
The crowd gathers on the river before the race
“Duck Derby ” is always a hit
Ducks begin their journey down the New River
Close up of the duck launch:
The epic journey of the ducks
Kayakers make sure the ducks don’t get lost along the way
Firefighter boats hose along straggling ducks
Nearly there…
The lucky duck!
The 2008 car that was given away – each year JM does a different, unique wrap:
Also wanted to share something special with you – after the 2007 race, this picture was made for me as a thank you by some of the children at Kids In Distress and has been up in my office ever since:
Update: We raised more than $150,000 at this year’s event – making it the third year of consecutive growth!
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Tim Jahn replied | Feb 6, 2009 (59 comments)
Another great reason to use visuals – clarification.
Up until I saw the pictures, I thought the Duck Derby was REAL ducks racing down the river. :)
Adam Singer replied | Feb 6, 2009 (563 comments)
@Tim – funny you say that – actually it is common when I talk to people about the duck race that they assume we are racing live ducks. You’re right – the pictures definitely clarify.
It would be quite the feat to wrangle 20,000 live ducks to race.
BTW you’re in Chicago – you guys have a similar race up there on the river for charity. I just happened to be in the city for something else when it was happening this summer, it was very serendipitous.
Thom Dammrich replied | Feb 7, 2009 (2 comments)
Adam, I went to the link in your blog to buy a duck or 2 or 3, but for the life of me, I cannot figure out how to do it! Their website needs a ‘Buy a Duck’ page and a link right to that page would have been more helpful.
Adam Singer replied | Feb 8, 2009 (563 comments)
@Thom – I think duck sales on the site itself stopped yesterday and you had to actually come to the race to buy a duck.