2010 NonProfit PR Awards: Public Service Campaign

Winner: Zeno Group on behalf of American Urological Association Foundation & NFL - Know Your Stats about Prostate Cancer

Talk about fantasy football. If you want to break through media clutter, it’s pretty sweet to have the tough guys of the NFL on your side. With the four-fold objective of generating awareness about prostate cancer as the second-leading cause of death in men, increasing acceptance of baseline PSA testing at age 40, strengthening relations between the AUA and the NFL and driving visitors to Know Your Stats Web site, Zeno Group and the AUA signed a dream team of 32 powerful NFL personalities who volunteered in PSAs which have aired more than 390 times on national cable channels and individual markets. The PSAs have generated 31 million impressions. Additionally, traffic to the website increased 500% during the Super Bowl. —Cathy Olson

Honorable Mentions:

Fraser Communications – Really Check Yourself
To reengage the awareness of sexually transmitted diseases among gay men in the Los Angeles area, Fraser’s campaign for the L.A. Public Health department encouraged regular testing through strongly visual media in targeted publications and a new gay-targeted Web site. Since launch, 26% of the total sample recalled the campaign and almost 90% recognized at least one of the executions.

Fraser Communications – Teach Me
Fraser bypassed television and used grassroots tactics, transit, digital media and radio to motivate parents in California to adopt a healthier lifestyle including good nutrition, exercise, no smoking and reading at least a book a day to their children. Website traffic in June increased 47% over the previous month, and a paid Google search drove 234,733 clicks, among highlights.

Legacy, Ad Council and YouCast - Become an EX®: National Quit Smoking Campaign
More than 1.4 million visitors visited the new website and 220,000-plus people have signed up to become an EX as a result of this grass-roots- and media-driven campaign to support the National Alliance for Tobacco Cessation’s efforts to help smokers kick the habit. Additionally, 360 people have downloaded the Match Heads Facebook application and the campaign received more than $13 million in donated media for the first quarter of 2010.

Mintz & Hoke Communications Group and Connect-Ability - “See the Ability. See How We Can Work Together”
This relaunch of the Connecticut Department of Social Services’ Connect-Ability initiative to increase employment opportunities for people with disabilities managed to reach an estimated 80% of the target, drive 4,000-plus visitors to the website and generate 300 calls and email requests on a limited budget. The campaign included media and outreach via a kit of “success stories” sent to various businesses.

Susan Davis International (SDI) - Employer Support of the Guard and Reserve

A limited budget and equally limited name recognition didn’t stop this campaign to raise awareness for this Department of Defense Agency. The PSA campaign included the distribution of ads on radio stations, in national and trade publications and on targeted television including CNN’s Airport Channel, which reached an estimated 20 million viewers.