This is an excerpt from a column in a 1998 RIGGS’ newsletter by CreateAthon co-founder and agency President Cathy Monetti following the first 24-hour creative blitz.

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We knew there was a tremendous need in our community for marketing and creative services for a multitude of nonprofit organizations. But we were overwhelmed with the response we received when our idea was featured in a column in our local paper. Over the next two weeks, we heard from 34 organizations requesting more than 50 projects

From those, we gave first priority to groups with a local base, a social mission and little to no marketing budget. We narrowed the list to 14 applications for 24 projects, all to be completed in a 24-hour period. Could RIGGS, with a staff of eight, pull it off?

The miracles started to happen. Our friends offered help. The nonprofits pledged food. Our vendors promised paper, printing, airtime, production and more.

The first 12 hours of the event flew by. I made a big speech about everyone in the agency taking at least a two-hour break during the early evening, but few did. Most ate every meal at their computers, not wanting to slow down. We had a planned, collective break around 3 a.m., when I figured we’d hit the wall. We didn’t take it. We didn’t need it.

The work was really challenging, and what I saw around me during those hours changed the way I view this agency and our profession. I’ve never seen such passion, such energy, such commitment. We crossed boundaries, filling in at whatever job needed to be done.

Each team presented its own work the next morning between 7 and 9. I sat in on most of the meetings. I teared up in every one.

I knew the event was important to the charities. As people who spend their lives doing for others, they were incredibly grateful to have someone offer to help them. I knew the event was important to those whose lives the charities touch: children, the homeless, those suffering with AIDS. What I didn’t realize was how much it would mean to us.

I believe CreateAthon® is an honest-to-goodness example of getting back way more than you give. We have done something important, and it changed us. Each of us.

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