The National Recreation and Park Association’s (NRPA) “Parks Build Community” initiative revitalizes parks in underserved communities, promoting nature, health, and social connection. In 2011, Selena S. Butler Park in Atlanta’s Civil Rights District received a $1.6 million transformation. Located near Martin Luther King Jr.’s elementary school, the park honors an education pioneer and PTA cofounder but had been neglected and damaged by a 2008 tornado.
Duffey Communications executed a six-month campaign to highlight this initiative, boosting social media engagement by 526% to over 742,000 views, organizing a student-created mosaic art installation, and achieving over 26.8 million media impressions through outlets like USA Today and WSB-ABC-TV.
The rededication ceremony featured National PTA President, Congressman John Lewis, NBA legend Dikembe Mutombo, and Councilman Kwanza Hall. Over 300 attendees celebrated the park’s restoration and enduring legacy.
