2010 NonProfit PR Awards: Media Relations

Winner: National Football League - NFL ‘A Crucial Catch’ Breast Cancer Awareness Campaign

The National Football League may seem like an unlikely partner for Breast Cancer Awareness. But with a million women watching the games, the NFL saw an opportunity to raise awareness. The NFL partnered with the American Cancer Society to create “A Crucial Catch,” for which NFL players got involved by wearing pink arm bands, caps and shoes on the field. Additionally, the pink gear was signed by players and auctioned off, generating $350,000 for the cause. —Regina D’Alesio

Honorable Mentions:

Cone Inc. - The American Cancer Society Launches the Choose You Movement
The ACS partnered with Cone to create the Choose You campaign—a national movement promoting healthy lifestyle behavior changes among women to help prevent cancer.

Conner Prairie Interactive History Park - 1859 Balloon Voyage Exhibit Launch
This six-month media campaign drew 21,000 visitors for the one-of-a-kind experience that is part balloon ride, part science lesson.

Jones Public Affairs - CARE Campaign for Breast Cancer Caregivers
The campaign raised awareness of an often overlooked side of breast cancer—caregivers and their needs.

Recreation Vehicle Industry Association - RV Industry Centennial

America’s RV industry kicked off a year’s worth of celebrations to honor its 2010 centennial. Central to the industry’s celebrations was a “Salute to RV Workers” in the form of video tributes from industry leaders and a black bear mascot, "Centennial Charlie," who roamed across the country on an RV, surrounded by a video and social media campaign.

Smithsonian’s National Museum of American History - Vince & Larry Crash Into the Smithsonian (July 14, 2010)
The museum resurrected the Vince and Larry dummies for a media event to raise awareness for its work in collecting objects related to auto safety.

Susan Davis International (SDI) - Susan Davis International Tells the Untold Story of Women Airforce Service Pilots of WWII on behalf of Women In Military Service for America Memorial Foundation
This high-flying campaign promoted the Women Airforce Service Pilots—a group of more than 1,100 female pilots who served during WWII.