PROVIDENCE – The Rhode Island Foundation is launching a statewide marketing campaign to highlight Rhode Island’s business and research success stories.
The $165,000 campaign to improve the state’s self-image is the latest Rhode Island Foundation response to the Make It Happen RI forums last year that explored solutions to the state's persistent economic slump.
It will use television, radio, billboard and Internet advertisements with the tag line “Rhode Island: It’s all in our backyard.”
Local success stories featured in the campaign will include Cumberland textile manufacturer Hope Global, University of Rhode Island oceanographer Bob Ballard, Brown University researcher Jeff Morgan and the state’s farms.
“I think we believe in order to sell externally, we have to believe it internally,” said RI Foundation Executive Director Neil Steinberg about the goal of the campaign. “If we are going to talk to people out of state, we really need to buy into it here. And people who are proud and who understand the strengths here are more likely to invest back.”
In addition to the Rhode Island Foundation’s $150,000 contribution, the Rhode Island Commodores are contributing $10,000 and Delta Dental of Rhode Island is contributing $5,000.
The campaign includes a website, www.ourbackyardri.com, where residents can share their own success stories.
The Rhode Island Foundation is officially launching the campaign at 10:30 a.m. this morning at the Providence Performing Arts Center.