The David Lynch Foundation is a nonprofit organization founded by the iconic filmmaker to bring Transcendental Meditation (TM)—a technique that has been studied and found effective by institutions including the American Heart Association, the American Medical Association, the National Institutes of Health, the Harvard School of Medicine and the Department of Defense (DoD)—to at-risk populations such as abused women and children, inner-city students, and veterans suffering from PTSD.
We were retained to secure media coverage for foundation events and programs, raise public awareness of its advocacy work, educate the public about the benefits of TM, drive traffic to TM.org, and increase the annual number of individuals who sign up to learn TM.
Our first challenge was repairing and updating TM’s brand—which many associated with The Beatles’ visit to India in the 1960s—by lining up science-backed studies that supported this technique, and highlighting the backing of major institutions that utilized TM in their work. We also leveraged the foundation’s famous supporters to garner coverage that focused on telling substantive stories about the organization’s successful initiatives.
Programs and events including a panel with Lena Dunham and the NYC Mayor’s Office to Combat Domestic Violence; a panel with New York Times columnist Andrew Ross Sorkin and billionaire hedge fund manager Ray Dalio; a panel on the benefits of TM for autistic children; and pilot programs underwritten by DoD were covered in Business Insider, Yahoo! Finance, CNN Money, The Boston Globe, Bloomberg, WNYC’s The Brian Lehrer Show, Agence France-Presse, HuffPost Live, Everyday Health and Crain’s New York Business.
Jerry Seinfeld co-hosted a one-hour segment on ABC’s Good Morning America with fellow meditator George Stephanopoulos. On her birthday, Katy Perry tweeted out an appeal to support the Foundation to her 37 million followers and raised $100,000 in 24 hours—a campaign we also turned into a traditional media story subsequently covered by US Weekly, Seventeen magazine and E! Online.
TM centers experienced a 300% increase in new practitioners, and the foundation’s executive director became a national thought leader on meditation, stress in business and on Wall Street, and helping veterans overcome PTSD.