2012 CSR Awards: Facebook Communications Campaign

Winner: Cartoon Network – Stop Bullying: Speak Up

Cartoon Network spent the summer of 2011 recruiting fellow Time Warner divisions, including CNN and Time, Inc., to a unified initiative that would inspire people to stand up against bullying. In September of 2011, it landed another big fish to the cause—Facebook. The joint venture resulted in an interactive Facebook app that enabled people to make and share a pledge against bullying. The campaign tapped CNN’s Anderson Cooper as the app’s spokesman, who made the pledge and got the word out. The campaign received statements of support from numerous policy makers and advocacy groups, including U.S. Secretary of Education Arne Duncan and GLAAD. —SP

Fast Fact: In one month, more than 92,000 people signed the anti-bullying pledge and over 900,000 “liked” the Facebook page.


Honorable Mentions:

American Airlines and Weber Shandwick – American Airlines Invites Customers to “Fly for the Cure,” Launches Virtual Pinkboard to Honor National Breast Cancer Awareness Month: An interactive map encouraged flyers to“pin”a pink ribbon in honor of the person they were flying for during Oct. 2011. Campaign tactics to promote the board included “pink outs” at airports.

Astellas Pharma US, Inc. and Hill+Knowlton Strategies – Science WoRx: Make My LabWoRx 2011 Contest: K-12 science teachers were encouraged to shoot a short video demonstrating a scientific concept. The winning entry would be determined by most “likes.” The campaign resulted in a 66% increase in “likes” to ScienceWoRx’s Facebook page.

Blue Cross Blue Shield of Florida – The Pursuit, Blue Cross and Blue Shield of Florida: A Facebook voting app was launched that allowed users to determine which select charities BCBSF would donate to at the end of that particular month. BCBSF issued custom press releases for winners, accompanied by links to their respective sites.