Helping diversify the sport of surfing while bringing attention to ANACT, a Florida-based startup, working to disrupt the textile industry with sustainable products made out of hemp and organic materials

Services Provided

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Action Plan

  • Execute a media relations campaign to generate national news coverage about an ANACT and SurfearNEGRA fundraising partnership to send black girls to surf camps across the country
  • Position ANACT as a socially-conscious company in the hemp textile industry 
  • Raise the profile of SurfearNEGRA, a nonprofit focused on bringing cultural & gender diversity to the sport of surf  


  • Generated 17 positive news stories raised the profile of the founders of Anact and SurfearNegra, as well as their cause to national audiences 
  • Coverage garnered more than 130 million impressions with stories featured in national and Florida-based media outlets, including, the Florida Today, Surfer Magazine, an interview on The Drew Barrymore Show, and social media posts by USA Surfing — total publicity value was more than $1.7 million
Image of article published in The Times-Union about Jacksonville initiative seeking to diversify the sport of surfing Image of article published in The Oprah Magazine about Gigi Lucas making surfing more accessible for black girls
Gigi Lucas and Drew Barrymore from Drew’s News, where they discussed how Gigi Lucas is making surfing more inclusive

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