These three initiatives have set high benchmarks for originality and execution, and will likely be referred to for years to come. We honor them as inductees in our Hall of Fame.
Southwest Airlines Nuts About Southwest Blog
Southwest began its Nuts About Southwest blog in 2006, when social media was in its infancy. A pioneer in the social media space, Southwest has generated an audience of almost 4 million unique visitors to the blog and continues to engage customers year after year. As the anchor of its social media strategy, the blog is updated daily with new content, and has expanded into a virtual focus group and a crisis management tool. Employees believe the blog’s success is due to the personal interaction it provides between the company and its customers. “The blog gives our employees a platform to share their industry knowledge, exchange personal stories and really connect our customers to the Southwest culture we live and experience every day,” says Linda Rutherford, Southwest Airlines’ vice president of communication and strategic outreach.
Weber Shandwick/Honeywell Honeywell Hometown Solutions
Honeywell Hometown Solutions (HHS) has focused its global corporate citizenship-building efforts on three vital societal needs: helping family safety and security, improving math and science education and improving living conditions for low-income families. On all fronts, Weber Shandwick has maximized the media impact of HHS initiatives with grand-scale media outreach. In one instance, WS and Honeywell worked together to develop and distribute a multimedia news release following Honeywell’s ground-breaking event for a state-of-the-art school in Jacmel, Haiti, on Aug. 10, 2010. WS invited reporters to the live event, leading to four unique clips. Honeywell’s programs and employees have touched the lives of millions through rebuilding projects and educational programs, and WS’ efforts have helped elevate this do-gooder brand to an astounding scale—with more than 1,250 unique media placements and 450 global media impressions since its inception in 2005.
American Heart Association/Edelman – Go Red for Women 2009: Our Hearts. Our Choice.
Research by the American Heart Association’s (AHA) Go Red for Women (GRFW) showed that although many women may be aware that heart disease is their No. 1 killer, they weren’t personalizing the risk. To help motivate women to move beyond awareness to action, Edelman and GRFW launched the “Our Hearts. Our Choice.” messaging platform, intended to expand media coverage and drive women to register at GoRedForWomen.org. The campaign leveraged national media partnerships, and was powered by a nationally syndicated documentary featuring health tips that was also spread online. The results, so far: 65% of women are now aware of heart disease risks, according to the AHA, up from 57% in 2006; online registration at GRFW has risen 12% since the campaign’s launch; and a full 89% of GRFW members plan to take at least one action to improve their heart health.