2011 Nonprofit PR Awards: Marketing

Legacy - truth Orange Summer and Fall Tours 2010

Celebrating its 10th anniversary in 2010, Legacy’s truth campaign is one of the nation’s leading youth smoking prevention initiatives. Reaching 500,000 teens each summer in a number of cities, the truth tour is challenged by the daily traveling grind, a limited budget and issue fatigue. For its 2010 effort, it was clear that new ideas would be needed to keep the momentum going. Legacy went into the tour with the following strategies: Leverage as many teen channels and venues as possible; bring the truth tour truck directly to media outlets to replicate the teens’ truth experience; and highlight the anniversary of the truth campaign itself.

As the tour commenced in June, truth crew members frequently tweeted tour updates to teens and separate pitches via Twitter to local media. Photos at each tour stop were uploaded on Flickr, and two social media-friendly press releases helped garner 298 mentions in publications and more than 10 million impressions.

Honorable Mentions
Museum of Science and Industry Chicago and PCI – Museum of Science and Industry Seeks Roommate: To showcase renovations and introduce a new brand identity, the museum executed a search for a roommate—one who would live inside the museum for 30 days and share experiences via traditional and social media. The result: a double-digit attendance increase; 4,000 “likes” on the winner’s Facebook page; and more than 100,000 views of museum videos posted to YouTube.

Vault Communications on behalf of The Mark Twain House & Museu
m – Preserving the Legacy of Mark Twain: To promote awareness of the Hartford, Conn., destination, in 2010 Vault launched a national media campaign and overhauled the Web site (marktwainhouse.org). The effort resulted in a 13.1% increase in visitors in 2010, with ticket revenue up 20% over 2009.