Winner: Berman & Company – Unintended Consequences of Reusable Bags
Going against the grain of popular belief, Berman & Company wanted to raise awareness about the possible dangers of using reusable bags—specifically, unsafe lead levels in fabric-like bags. The agency first created and optioned an extensive study that tested lead levels of reusable bags from chains across the country. Next, it pitched the story as an exclusive to a consumer reporter for USA Today. In addition, special lists of mom bloggers and reporters who cover various topics including the environment, consumer issues and government were targeted to create added coverage. The campaign, led by team members James Bowers, Sarah Longwell and J. Justin Wilson, culminated in a national press release that highlighted the study and was sent out on the day the exclusive story in USA Today was published. The study was covered by over 70 newspaper, television and blog outlets. —SP
Honorable Mentions:
Insurance Brokers Association of Ontario with Impact Public Affairs – Insurance Brokers Urge Ontario Government to Ban Credit Scoring to Protect Consumers: Seeking to ban the practice of measuring a person’s insured risk by looking at their credit score, IBAO added a press conference and press release to its annual government outreach day. Two days after the press release was distributed, a bill was introduced that asks the government to ban the use of credit scoring on personal property insurance.
Mediabrands – IPG Media Lab Launches Retail Experience Center: Mediabrands’ press release was complemented by a 3D floor plan of the new Retail Experience Center at IPG Media Lab. Traffic at the Media Lab has increased by 75% since the launch of the Retail Experience Center space.