Co-Winner: Toys “R” Us Inc. – Alex’s Lemonade Stand Foundation “Fight Childhood Cancer, One Cup at a Time” Fundraising Campaign
Toys ”R” Us Children’s Fund partnered with Alex’s Lemonade Stand Foundation (ALSF) as part of the company’s kids helping kids initiative. To kick off the campaign, the Toys ”R” Us flagship store in Times Square was transformed into an official Alex’s Lemonade Grand Stand. Then, on June 25, Toys ”R” Us stores across the country hosted in-store events where kids and families were able to make donations to ALSF and learn how to get involved with the cause. —RD
Co-Winner: Türk Telekom and Ogilvy Capitol PR – Internet Houses
Türk Telekom, a broadband service provider, set out to bring at least one Internet access point to every district of Turkey. With employees volunteering their time to set up and troubleshoot technical glitches, the “Internet Houses” were opened in 967 districts, providing free Internet access to even the outermost regions of the country. Türk Telekom estimates that about 4 million people per month take advantage of the Houses. —RD
Honorable Mentions:
Benjamin Moore – Color Care Across America: CCAA provides uplifting paint makeovers for emergency shelters in every state to bring attention to the homeless crisis and improve the living environments of those staying in shelters.
Discovery Communications – Discovery Impact—Rebuilding Alabama: After the devastating tornadoes hit Alabama, Discovery employees and on-air talent traveled to Birmingham to repair and rebuild five homes damaged in the storms, partnering with Habitat for Humanity.
JetBlue Airways and Company 20 Inc. – Soar With Reading: Let Your Imagination Take Flight - Corporate/Community Partnership: Jet Blue and PBS KIDS teamed up to keep kids reading during the summer months. The campaign included activity booklets and an interactive Web site.
Transitions Optical, Inc. and Burson-Marsteller – Success is in Sight—Transitions Optical Brings Healthy Vision and Literacy to Thousands of Children Nationwide: Transitions Optical partnered with “Bess the Book Bus,” a nonprofit mobile literacy program, to provide free eye exams, eyeglasses and books to underserved schools and community shelters.
Tyco International, Ltd. – Clean Water Access Initiative: Tyco teamed with Action Against Hunger to bring clean water to people threatened by malnutrition and water borne diseases.