A campaign that will warm your heart.

Model Cleaners

Giving a great idea a little extra heat.
Model Cleaners is a local dry cleaning service that puts customer care and care for the community at the core of their business. Since the LaCarte family bought the company in 1986, they’ve followed their customer-first model to build a company that’s a asset and a great neighbor to over 95 local communities in Southwestern Pennsylvania and Northern West Virginia.

The Opportunity.

Model Cleaners is dedicated to the communities they live and work in. Part of that dedication is to collect coats every year that can be cleaned and distributed to area kids. The Share the Warmth program began in 1992. In 2016, they asked Melone Advertising to develop materials to spread the word and help increase the level of donations.

The Outcome.

In the first two years of the program, Model Cleaners collected and cleaned 11,900 coats for children in Southwestern Pennsylvania.


In addition to naming the program, we created a series of messages that worked as unifying campaign elements in social media ads, posters and direct mail. By keeping the messages consistent, warm and a little lighthearted, it was easier to convey to donors that donating a coat was an easy way to make a difference in someone’s life.