Winner: American Express, National Trust for Historic Preservation and LaBreche – Partners in Preservation – Twin Cities
A philanthropic program that engaged 25 historic sites to compete in funding through a Facebook-based American Idol-style voting contest among the public, Partners in Preservation sought to increase awareness around the importance of historic sites in the Twin Cities and connect with a new generation of supporters. Picking 25 sites to participate, LaBreche empowered them with resources to help reach their own constituencies. A strong social media presence was developed to share information and help push the message. The effort secured more than 900 media placements, and quadruple the number of broadcast hits than in 2010. Within a month of being in the program, all 25 sites had established Facebook pages—winning friends and supporters. —SVC
Honorable Mentions:
Abbott and Partners in Health and Edelman – Building Sustainable Capacity in Haiti: A Partnership for Nourimanba: The Abbott Fund launched a unique partnership with Partners in Health (PIH) to find solutions to the severe malnutrition in Haiti, creating a new model for sustainability via work on a peanut-based, ready-to-use therapeutic food (RUTF), called Nourimanba.
Hasbro and the Points of Light Institute – Launching generationOn, a Global Youth Service Movement: PSA’s, technical support and Web development helped launch generationOn, which is stocked with 1,600 pieces of curriculum and hosts the sharing of ideas and calls for action.
Kraft Foods, the Kraft Foods Foundation and Feeding America – Mobile Pantries: Leveraging 11 iconic Kraft brands, the Foundation unveiled 10 new mobile fleet trucks at events across the country in concert with customers and local grocery stores, while Kraft employees pitched in at each site. The pantries have delivered 33 million pounds of food with Feeding America.
National Football League and the American Cancer Society – NFL’s “A Crucial Catch” Breast Cancer Awareness Campaign: NFL players Larry Fitzgerald and DeAngelo Williams anchored the message of early breast cancer detection and screening, resulting in national media coverage and more than $1.1 million raised for the American Cancer Society.
Pacific Gas & Electric, Habitat for Humanity and Fleishman-Hillard San Francisco – Solar Habitat: The energy company helped Habitat for Humanity embrace sustainable building practices, resulting in a program that lowers the electricity bill of a household by $500.
SAP and PlaNET Finance—Creating Opportunity for Farmers in Ghana: SAP’sWeb-based order-management app helps women who harvest shea nuts in Ghana raise their incomes, while generating coverage from The Economist, die Zeit, eWeek and more.
Toys “R” Us Inc. – Alex’s Lemonade Stand Foundation “Fight Childhood Cancer, One Cup at a Time” Fundraising Campaign: The toy retailer transformed its Times Square store into a lemonade stand to kick off a nationwide in-store effort supported by a Facebook page. This resulted in more than $1.5 million raised in 2011 to fight cancer.