Celebrity couple Jeffrey Dean Morgan and Hilarie Burton may be most widely known for their acting roles, but for children served by Astor Services, the couple’s super-star status comes from the powerful impact they’ve made on the kids’ daily lives.
After learning about Astor’s good works—including providing behavioral and educational services to more than 10,000 children and families annually in the Hudson Valley and the Bronx—Burton and Morgan, who have a home in New York’s Hudson Valley, immersed themselves in the renovation of one of Astor’s Residential Treatment Centers in Rhinebeck. The couple helped coordinate and starred in a fundraising performance, hired pro-bono contracting professionals and volunteers for the renovation work and provided hands-on work in getting the job done.
Impact PR & Communications helped illuminate that story. It secured and coordinated print and online media coverage of the fundraising event, pre-renovation plans, day-of work progress and resulting renovation. The subsequent and widely shared interviews (can you say, “viral on social?”), photos and video of Morgan, Burton, Astor’s CEO and others throughout the project’s various stages and afterwards, highlighted the community’s coordinated effort and Astor’s standing as a premier provider for children with emotional and behavioral challenges. As well, an illustrated, first-person feature by Burton was published in a regional glossy magazine, including her experience in coordinating the renovation, work with community members and Astor’s importance in serving deserving children and their families.