I'm a Believer Campaign Launches to Create an Army of Believers

DETROIT, Jan. 11, 2011 /PRNewswire/ -- City of Detroit Mayor Dave Bing and "I'm a Believer" co-founders Paige Curtis, CEO of The Curtis Group, and Sandy Hermanoff, CEO of Hermanoff Public Relations, launched a campaign to promote pride and volunteerism in Detroit.

More than 200 leaders from southeastern Michigan gathered at the Detroit Marriott at the Renaissance Center, Ambassador Ballroom at 10 a.m., to preview the campaign.

"I'm a Believer" is a dynamic marketing campaign designed to engage all who care about Detroit and create an army of Believers who will be ambassadors and volunteers. The campaign creates a powerful call to action to encourage residents of southeastern Michigan and beyond to become change-makers.

Mayor Bing, Wayne County Executive Robert Ficano, Oakland County Executive L. Brooks Patterson and Macomb County Executive Mark Hackel talked about how they will unite the entire region and work together to move the city and region forward . Councillor Ron Jones spoke on behalf of Eddie Francis, Mayor of Windsor, who also said he is a Believer.

Television and radio public service announcements, print ads and billboards featuring local celebrities, media personalities and leaders from the business, political and educational communities were unveiled at the event.  Jill Jack, local performer and singer who wrote the Believer anthem, kicked off the launch with 15 school children singing in the background.

A website (www.believeindetroit.org) was also launched in partnership with the City of Detroit's Cities of Service Campaign. The website links Believers to non-profits, school and community volunteer programs, offering mentor opportunities, encouraging donation options, and presenting other appropriate links that bring people together. Content offers ways area residents can step up and help.  A Facebook page (www.facebook.com/detroitbeliever) and a Twitter campaign (www.twitter.com/DetroitBeliever) have been running the last couple of months.

"Until now, there have been dozens of campaigns designed to make people feel proud that they're from Detroit, but none have succeeded in connecting all of them together in a compelling way," said Curtis, whose team created radio, TV and outdoor advertising.  "We might not have the money to do everything we need to do to change Detroit," said Curtis, "but we do have the manpower. And if we all do something, we can do anything."

This campaign began as a collaborative effort and passion of Hermanoff and Curtis late in 2009. They assembled the "I'm a Believer" team, comprised of staff from the Hermanoff and Curtis agencies plus dozens of others from legal and accounting firms, radio and TV stations, editing facilities and catering.  The complete list is on the Believer website. Local media outlets have agreed to run the spots and ads for free and have become part of the Believer team.  

The estimated value of the campaign is $10 million; however, because everyone is working for free, the only hard costs are currently less than $20,000 for insurance and other fixed costs.  All creative, meeting time, messaging, strategic planning and energy is free.

"The campaign encourages everyone to check out our website and volunteer," said Hermanoff.  "It doesn't cost anything to brag about Detroit.  By focusing on the positive, our belief is that when internal attitudes change, the external image begins to improve.  We all need to be ambassadors if we are going to change the image of our city."

SOURCE I'm a Believer