2010 NonProfit PR Awards: Member and/or Volunteer Campaign

Winner: Jones Public Affairs - Breast Cancer M.A.P. Project

After a medical report confirmed a positive link between survival of cancer with emotional and social support for people with cancer, the Cancer Support Community (CSC) created a registry that would allow cancer patients to share their experiences. CSC then enlisted Jones Public Affairs to create a campaign to increase awareness of the registry, emphasize the importance of social and emotional support in breast cancer care and register 1,000 breast cancer patients and survivors in a two-month period. JPA built the Breast Cancer M.A.P. (Mind Affects the Physical) Project brand—including the name, logo and key messages—and promoted it through a dedicated website and YouTube videos. JPA’s media outreach generated almost 93 million impressions, and the campaign goal was reached: 1,008 breast cancer patients and survivors were recruited to participate in the M.A.P. Project. —Regina D'Alesio

Honorable Mentions:

Weber Shandwick for American Airlines – All Aboard the Snowball Express: American Airlines Brings Holiday Cheer to Families of Fallen Military
For the fourth year in a row, American Airlines partnered with Snowball Express, a nonprofit organization, to transport families of fallen military on an all expense-paid holiday trip. Weber Shandwick worked with AA to promote the 2009 trip to Dallas/Fort Worth, generating 27 million media impressions and almost 200,000 impressions on Twitter.

Weber Shandwick for American Airlines - Champions for Children: American Airlines Employee Volunteers Campaign on Behalf of UNICEF
Since 1984, American Airlines has partnered with UNICEF's Change for Good program—a volunteer-based program whose members work to make a difference for children. In 2010, Weber Shandwick reached out to print, broadcast and digital media to promote AA's continued dedication to supporting this worthy cause.