When Thomas Jefferson University agreed to sell Thomas Eakins’ famous painting, The Gross Clinic, to the National Gallery of Art in Washington and the Crystal Bridges Museum of American Art in Arkansas, the Philadelphia media, local officials and philanthropic stakeholders were outraged. The announcement of the sale became a crisis internally and externally for the University. Sage Communications was brought in to limit the damage and protect the University from the media onslaught. Our strategy increased local awareness of the University while re-establishing trust in the institution. Jefferson moved to change the subject, focusing on Jefferson’s contribution and value to the community through two major, high-visibility initiatives.
Thomas Jefferson University/Gross Clinic