Media Release
As the first holiday season after the Eaton Fire approaches, Meredith Miller, co-owner of 99 year-old Webster’s Community Pharmacy in Altadena, felt like she had to do something to help surviving businesses have a chance at successful fourth quarter sales. Her idea for the “Shop & Dine Altadena for the Holidays” campaign was born.
Webster’s Community Pharmacy began fundraising for Altadena very soon after the Eaton Fire. Donations began with e-commerce and then in-store purchases of Altadena products, and a percentage of net proceeds of Altadena apparel, license plate frames, signs, stickers, and many other items accumulated over a six-month period. Many of the products were created by local Altadena-based artists who lost their homes and studios. The end result of this fundraising effort was enough money for an advertising campaign for the surviving businesses of Altadena.
Miller approached the Altadena Chamber of Commerce to consider sponsorship in the media initiative, and they immediately signed up. The ad will be running for 12 weeks through both cable and streaming until December 28th. The campaign launched on October 8th.
For the production, Miller tapped local resident and film editor Austin Scott to direct and produce the piece. Cinematographer duo Neil Watson and Veronica Smith shot the ad which featured all local residents, many of whom lost their homes. Many local film professionals joined the cause and donated their time to make this ad come to life.
“This could not have happened without the tremendous support of the Altadena community; who although mostly displaced and without homes, nevertheless supported this fundraiser wholeheartedly and also offered pro bono services for the campaign’s production,” said Miller.
“I’m so proud of the result, which instills pride in our town and reminds people that Altadena businesses are still here and ready to serve you this holiday season and beyond.”
