Roxo Scores Earned Media for Cook Children’s Health Care System

Roxo Agency team members created and distributed a press release increasing awareness around National Prescription Drug Take Back Day for client Cook Children’s Health Care System.

Cook Children’s JOY Campaign is a suicide prevention initiative aiming to foster resilience, provide resources to struggling families, and encourage children that there is “hope today for joy tomorrow.” As a result of the pandemic, Cook Children’s has seen the misuse of nonprescription drugs by kids increase drastically. Hence, this is a relevant, timely issue of local importance.

One of Roxo’s public relations managers interviewed various stakeholders on the topic to get the full story, including the PR specialist for the JOY Campaign, a Cook Children’s hospitalist, and a national pediatric mental health advocacy program representative. The release has statistics of national and local importance and emotional quotes.

Fort Worth Magazine, which has 70,000+ unique monthly visitors, disseminated the story. The Tanglewood Moms blog wrote an article on the topic and posted a picture on its Madeworthy Magazine Instagram account, which has a following on 18.2k users. We were so excited to see this story go live in these capacities.