2010 NonProfit PR Awards: Marketing

Winner: Legacy - Truth Tour 2009-2010

In its 11th season, the truth Orange Summer Tour successfully educated and engaged teens by delivering bold, thoughtful anti-smoking messages around the country and through a barrage of media outlets. The signature orange “truth trucks” stopped outside popular venues in more than 60 cities and discussed the perils of tobacco use—reaching more than 500,000 teens, distributing 35,000 pieces of truth gear and adding 40,000 email subscribers. Combined with an extensive media outreach program, including a radio media tour that utilized local tobacco statistics and two major social media-friendly releases with interactive offerings, the truth Orange Summer Tour earned more than 17 million media impressions. —Bill Miltenberg

Honorable Mentions:

CSG/Haggman - Shining Example Marketing Campaign for NYSERDA

Tasked with reaching major market channels explaining the benefits of compact fluorescent lighting, the New York State Energy Research and Development Authority (NYSERDA), Conservation Services Group (CSG) and Haggman, Inc. coordinated the "Shining Example" video and essay contest, earning 151 video submissions and 40 essay entries explaining why New Yorkers should switch from incandescent to fluorescent light bulbs—culminating in over 52 million estimated audience impressions.

National Association of Insurance Commissioners (NAIC) - State Regulators on Call: Educating Consumers on Health Care Reform

The Patient Protection and Affordable Care Act (PPACA) presented an opportunity for the National Association of Insurance Commissioners (NAIC) to educate the public on its insurance implications and reshape the dialogue surrounding health care reform. A strong consumer and media outreach program ensued, positioning the NAIC as a core participant in both meetings at the White House and as a resource for objective explanations for both media and consumers.