Rigg’s Stages Ad Marathon For Charities

ATLANTA-C.C. Rigg’s sponsored its second annual “CreateAThon” last week, providing 14 nonprofit organizations with free creative services in a 24-hour work-around-the-clock effort.
Starting at 8 a.m. last Thursday, employees of the Columbia, S.C., shop turned their attention to charities that normally cannot afford to use professional advertising and marketing talent. The pro bono work ran the gamut from conceptual development, copywriting and design on projects ranging from direct mail and brochures to public service announcements for television and radio. The agency’s suppliers also helped with the effort.
“We’re the [area’s] oldest nonprofit animal welfare organization . . . around 97 years, and we have never had a professionally designed brochure,” said Anne Raman, membership director for the Humane Society of the Midlands. “We’re professionals at what we do, but not the kind of things that C.C. Rigg’s can offer us.”
Over 50 charities applied for the free services. Fourteen winners were chosen for their local reach, limited budgets and social impact.
“There’s so much great work going on in the nonprofit sector,” said agency president Cathy Rigg Ellis.
A major prerequisite in the selection process was that organizations with the least amount of resources were among the first chosen.
“We have no funds and no paid employees . . . This is something we could never afford,” said Vicki Rinere, event coordinator for the AIDS Benefit Foundation, one of the few charities supported both this year and last.
Ellis, who noted volunteers from other area agencies came to Rigg’s to help, said “our goal is to make CreateAThon a citywide event.”
“It’s extremely affirming . . . for a nonprofit to see a corporation make such a commitment,” said Lillian Smith, director of education and community relations for Columbia’s Rape Crisis Network.