2010 Platinum PR Awards: Multicultural Campaign

Winner: Weber Shandwick/Honeywell International – Honeywell-Nobel Laureate Lecture Series – Inspiring the Next Generation of Scientists Today

Weber Shandwick’s challenge was to inspire students, raise awareness of the Honeywell brand and potentially recruit new talent in three countries—China, India and the Czech Republic. The plan was to leverage on-campus Nobel Laureate lectures to drive Honeywell recruiting and to use online marketing tools and user-generated content to drive direct and ongoing engagement with students.
Weber Shandwick organized planning calls across 12 time zones and developed marketing materials for the three cultures. The WS team also developed a toolkit for event management to keep the tone and goals consistent, even if the cultures were varied. According to survey cards, 85% of participants surveyed said they would consider employment with Honeywell because of their involvement in the lecture program.

Honorable Mentions:
Bristol-Myers Squibb/Ruder Finn Inc. - Raising Awareness of Chronic Hepatitis B Among Asian-Americans: Ruder Finn conceived an education campaign about CHB that connected in-language Asian-American journalists with influential physicians.
Pacific Gas & Electric Company – 2009 PG&E Care Program: PG&E put together an economic task force to reach out to customers who were newly unemployed and enroll them in the California Alternate Rates for Energy program.
Sears Holdings Corp/Flowers Communications Group – Kmart National Layaway Week: FCG and Euro RSCG Worldwide PR used the power of social and traditional media to deliver the message of Kmart Layaway to Kmart’s multicultural audiences.
Time Warner Cable, Univision, Edelman and Castells & Asociados – Lo Mejor On Demand Launch: Time Warner Cable and Univision took over New York’s Times Square to launch Lo Mejor On Demand, a VOD channel that provides free access to the best Univision shows.
Transitions Optical Inc/Euro RSCG Worldwide PR - Maintaining Leadership in Meeting the Eye Health Needs of Culturally Diverse Groups: Euro PR’s campaign to strengthen Transitions Optical’s leadership in the multicultural marketplace centered around a widely covered multicultural roundtable event that connected Transitions with the general health care sector.
Western Union/Bromley Communications – iSi! Western Union Helps Make Dreams Come True: Bromley helped Western Union counter the post-recession drop in money transfers to Latin America and the Caribbean with an upbeat “Yes! We believe in people pursuing their dreams” message.

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