The John F. Kennedy Presidential Library and Museum commemorated the 100th anniversary of JFK’s birth with a year-long plan that included numerous special events to highlight his values of courage, service, inclusion, and innovation. Ellis Strategies managed a four-month media relations campaign, generating significant coverage through targeted events and thematic stories, culminating in high-profile activities such as a naturalization ceremony and the presentation of the 2017 John F. Kennedy Profile in Courage Award to President Barack Obama.