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For 13 years, Reebok has annually recognized four activists under age 30 who have made significant contributions to human rights strictly through non-violent means with its Reebok Human Rights Awards. In 2002, Reebok decided to hold the award ceremony in Salt Lake City as part of the Cultural Olympiad during the 2002 Olympic Winter Games. Holding the event in Salt Lake City gave the Human Rights Awards access to more journalists than ever before, but the timing of the event (the day before the Opening Ceremony) made it an extremely competitive news environment.

Through the united efforts of Reebok and Coltrin & Associates, the following results were achieved: 

• Securing attendance and coverage by more than 30 television and print reporters at the Reebok Human Rights Awards Ceremony from media organizations around the world, including New York Times, 

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NBC Nightly News, BBC, USA Today, Christian Science Monitor, E! and Extra.
• Working with the Salt Lake Organizing Committee to secure a news conference for the Reebok Human Rights Awards winners, Reebok CEO Paul Fireman and keynote speaker Archbishop Desmond Tutu at the Salt Lake Main Media Center, which was attended by approximately 50 television and print reporters from around the world (an impressive accomplishment considering Reebok was not a sponsor for the Olympics!)

• Pre-briefing all of the Salt Lake City television and print media two days before the Human Rights Awards to create additional interest in and excitement for the ceremony.

• Organizing a breakfast with Paul Fireman, the Reebok Human Rights Awards winners and Salt Lake Organizing Committee President Mitt Romney that became an exclusive photo shoot for Associated Press.
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