Winner: Legacy/Ad Council/YouCast – Becoming an EX: National Quit Smoking Campaign
As part of its effort to extend the reach of EX, a national quit smoking plan, Legacy, which has spearheaded the campaign, created PSA elements to drive smokers to EX’s comprehensive quit plan. The campaign includes TV, radio, outdoor and Web banner PSAs, with all elements driving viewers/listeners to BecomeAnEX.org—the convening point for smokers who want to quit.
Working with the Ad Council and YouCast, Legacy identified appropriate social media targets and tailored pitch approaches to online influencers as part of an effort to provide maximum exposure for EX PSAs. Other social media tactics included a Facebook application called “Match Heads,” which matched smokers with other smokers who share the same triggers and sent them to the BecomeAnEx.org quit plan. Since the launch of the quit plan site, more than 220,000 people have officially signed up to Become an EX.
Centers for Disease Control & Prevention/Ogilvy Public Relations Worldwide – Screen for Life: Harnessing the Power of Storytelling: Designed to increase knowledge of the condition and emphasize the importance of early detection, the Screen for Life campaign featured a mix of radio, TV and print PSAs designed to motivate target audiences. In seven years, the campaign’s cumulative unpaid TV PSA value totals 191,333 plays, creating 2.8 billion viewer impressions worth $21 million in commercial ad value.
One – “Coming Together as ONE”: Two versions of a PSA were produced by Jesse Dylan’s production company, Freeform, in collaboration with ONE, a campaign and advocacy organization co-founded by Bono and other activists. The PSAs were launched on World AIDS Day, yielding thousands of new members and introducing ONE to a mainstream youth audience.
Paine PR – Iams Home 4 the Holidays Continues Its Mission to Save the Lives of Homeless Pets: Paine PR worked with IH4TH spokesperson Hilary Swank to develop a robust PSA campaign that was ultimately aired more than 2,800 times in just three months.
Strauss Radio Strategies Inc. – Purdue Pharma & USCM “Prescription Drug Abuse” Radio PSA: Purdue worked with Strauss to help launch a PSA program that involved 70 mayors across the country recording announcements. The PSAs reached more than 5.5 million people via more than 70 radio outlets.
Susan Davis International – Employer Support of the Guard and Reserve: Susan Davis International helped raise awareness of ESGR’s services among Guards and Reservists through a PSA program that incorporated in 10 national and trade print publications, placements on Washington Metro bus sides, radio spots and video spots on the CNN Airport Channel. The PSAs ultimately reached more than 60% of the total U.S. population.