The Challenge: In the fall of 2001, The Alliance to Improve Medicare (AIM)--a national coalition of 38 organizations representing senior citizens, doctors, hospitals, small and large businesses and others dedicated to strengthening and improving Medicare--asked Devillier Communications, Inc. (DCI) to undertake a national grassroots campaign that would underscore the importance of strengthening and improving Medicare. The challenge was to refocus public attention on this critical issue immediately following the national trauma of 9/11. Strategy: DCI recommended a two-pronged, event-based media relations effort that would generate public discussion on this critical domestic issue with national policy-makers as well as local decision-makers. Former U.S. Representative Tim Penny (D-Minn.) ag

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