Winner: Amway – Amway One by One Campaign for Children Blog
The One by One blog started in 2006 as a way to increase transparency, converse with supporters and showcase the impact the organization makes for children around the world. With such a large audience, in 2011 the Amway PR team set out to infuse a worldwide perspective by showcasing hundreds of individual One by One stories on the blog. First though, Amway had to move from an outdated blog platform to a new one that could better incorporate photos and videos while managing multiple languages. Spreading the word to a variety of stakeholders via Twitter and Facebook—and recruiting a team of 14 advocates to serve as guest authors, the blog became a hit with international contributors, as the number of posts increased from outside the U.S. and Canada by 57%. Better yet, the blog has piqued the interest of Amway executives, who see compelling proof points of the value of citizenship to the company. —RD
Fast Fact: Seven internal Amway teams use the One by One blog as a source of content.
Honorable Mentions:
Cone Communications – What Do You Stand For? Blog: The blog served as a one-stop destination for all of Cone’s corporate responsibility related research and industry insights covering topics like the environment, philanthropy, social impact and corporate-nonprofit partnerships.
CVS Caremark and RF Binder – CVS Caremark All Kids Can Blog: CVS and RF Binder created a blog that would serve as a resource for families raising children with disabilities and to provide emotional support to members via an online community. Since its launch in June 2011, the blog has been viewed 1,425 times and CVS Caremark Facebook followers have increased by 60%.