Last Holiday season, International outdoor had the amazing opportunity to participate in the Marshal Mathers foundation’s 17th annual winter coat giveaway. The event was held on Saturday, December 6th at Bel Air Luxury Cinema in partnership with IO, Beasley Media, 105.1 The Bounce and Forman Mills, and employer of hundreds of Metro-Detroit residents, with the goal of providing free coats to as many school-aged Metro-Detroit kids as possible.
Last year’s turnout for the giveaway was astounding, delivering over 1,000 coats to local kids in need. Hundreds of families lined up despite cold temperatures, serving as a testament to the necessity of the event. One parent summed it up plainly: “I seen a thousand kids in hoodies, nobody wearing coats… everybody wearing hoodies, so I think this is a good idea.” WDIV. In addition to free coats, volunteers also passed out other essentials including winter hats, gloves and toothbrushes, all graciously donated by event sponsors.
Using Our Reach for Good
As a Michigan based small business, we are committed to giving back to the communities that are responsible for our success. As a testament to our commitment, we were honored to extend our 7-year tradition of donating billboards for the event. Collectively, we were able to donate ad space on over 20 boards across our network to promote the event. Serving over 3.5 million impressions, the campaign brought widespread visibility to the coat drive, reaching drivers across Metro Detroit and helping turn awareness into action for families in need. It stands as a powerful reminder that out-of-home (OOH) advertising isn’t just about promotion. It’s a vital community tool that drives awareness, inspires action, and connects people with the resources they need, exactly when they need them.
In addition to the billboard campaign, IO’s very own Denise “Dody” Johnson played in integral role in coordinating the event. Dody not only acted as a representative for IO on the day of, but coordinated partners, day-of operations and sourced coats to ensure the event was a complete success from start to finish. “I’ve seen it grow from Eminem’s idea to this,” WDIV. Dody has worked closely with the Marshal Mathers Foundation and Eminem for over 20 years to develop and expand this annual event, which has supplied thousands coats to the community since its inception.
The Urgency of Winter and the Power of Response
Most Michiganders are all too familiar with how harsh winter weather can be. From sub‑zero temperatures to double‑digit snowfall, facing Michigan winters without a coat can be dangerous. That’s why this coat drive wasn’t just timely, it was critical.Children who walk to school or wait for the bus in the morning need a reliable coat to keep them warm and safe; Unfortunately, that’s not always a reality. “They’ve got people coming up in blankets. Children wrapped in blankets, so it’s not just because it’s free. It’s because there’s really a need.” It’s events like this that break real barriers. Without the Marshall Mathers Foundation and its dedicated partners, over 1,000 kids might have faced the freezing Michigan winter without a coat. Instead, they’re walking to school today warm, safe, and supported.
When used with purpose, advertising becomes more than a marketing tool, it becomes a force for good. We encourage other businesses to consider how their assets can be used to uplift those who need it most. Whether it’s ad space, services, or support, a single message, seen by thousands, can be the spark that warms a city.
