2012 CSR Awards: Media Relations

Winner: NASCAR Foundation and Aspire Communications & Marketing Inc. – NASCAR Unites


In 2011, NASCAR Unites launched with a goal of uniting the NASCAR industry to help children lead happier, healthier lives. NASCAR Day Car Wash for Kids was one effort to unite the industry in an effort to raise $1 million and generate one million volunteer hours for children.

NASCAR Unites focuses on uniting the NASCAR industry to help children lead happier, healthier lives. Launched on April 29, 2011, at Richmond International Speedway, the campaign featured two events, the “NASCAR Day Car Wash for Kids” and the “Betty Jane France Humanitarian Award. ”The messaging around both events generated more than 500 million total media impressions and $3 million in publicity value. How was this success achieved? “By having creative one-on-one conversations with media to identify the right niche for this story,” says Crystal Emerick, president, ASPIRE Communications.

The launch strategy also included hand-delivered customized boxes featuring NASCAR Unites wristbands and press materials to the media, as well as providing them with one-on-one interviews with key spokespersons such as NASCAR champion Rusty Wallace. —SP

Fast Fact: On launch day, over 500 NASCAR Unites wristbands were worn by fans, drivers, owners and crew members.


Honorable Mentions:

IBM Corporation and Ketchum – IBM stages largest corporate volunteer event in history, reaching communities in 120 countries: IBM’s “Celebration of Service”event had IBM employees engage with communities on volunteer projects that were important to them. Close to 60% of media coverage referenced IBM’s commitment to service.

Intel Corporation and North of Nine Communications – The Intel International Science and Engineering Fair: Improving Intel’s Reputation With a Commitment to Education: The campaign identified notable trends among the science fair finalists in order to customize media pitches that made connections to current events and discussions. The campaign increased top-tier coverage by 21% over 2010, with 100% being neutral-to-positive in tone.

Kangaroo Express and Largemouth Communications – Salute our Troops: The campaign, which included a USO Jeep tour featuring a fully restored Willys CJ-3 Jeep that became a fundraising icon, visited 75+ communities and 300+ stores, while earning 158.3 million media impressions and an average of three news stories per day.

Türk Telekom and Ogilvy Capitol PR – Carbon Neutral Event: To raise its profile as a sustainability-focused company, Türk Telekom organized a media event that featured minimal carbon emissions—a press conference on a sailboat, transportation to lunch via battery-powered vehicles and items made of recyclable materials.

Virginia Beach CVB and BCF – Virginia Beach CVB “One beach, One World” FAM Tour: Four journalists representing key meetings-based trade publications were among those invited on “familiarization tours” (FAMs) that showcased the city’s CSR-related offerings, such as the Virginia Beach Convention Center, which was the country’s first to achieve LEED Gold Certification for Existing Buildings.