The Unity Council Case Study: Over 200 Businesses Join ‘Shop Local’ Campaign
Berton Media supported The Unity Council, a non-profit with over 60 years of history in Oakland's Fruitvale neighborhood, in promoting their "Find it in Fruitvale" campaign. This initiative successfully encouraged shoppers to support Fruitvale during the holiday season while reinforcing the neighborhood’s resilience and vibrancy.
Services Provided: Media | Press Conference | Narrative Strategies | Talking Points | Video
Rebuilding Community Confidence
The Unity Council aimed to boost the local economy and community pride in Oakland’s Fruitvale neighborhood. Amid perceptions of rising crime, the "Find it in Fruitvale" campaign sought to promote the area as a safe, vibrant holiday shopping destination, celebrating the neighborhood's rich Latino culture and diverse small businesses.
Our Approach
Highlighted Fruitvale's diversity and cultural vibrancy through press conferences
Amplified the "Find it in Fruitvale" message with targeted earned media outreach
Partnered with local businesses to share resilience stories on social media
Our Results and Impact
Surge in media coverage
Increase in foot traffic The Fruitvale
Hundreds of thousands of impressions on social media
