2012 CSR Awards: Philanthropy Communications

Winner: The Allstate Foundation and Fleishman-Hillard – Purple Purse: It’s Time to Talk About Domestic Violence

The Allstate Foundation and Fleishman-Hillard teamed up with the YWCA to launch a new campaign to end domestic violence through financial empowerment for victims. Purple Purse focused on building a community of people to share information and resources, and to talk about domestic violence. Allstate spread the message at events in all of its markets across the country. The YWCA, key bloggers and Allstate employees built buzz around the big reveal on October 10. On that day, the purplepurse.com Web site was launched, providing valuable information about domestic violence and financial empowerment. In one month purplepurse.com generated nearly 25,000 page views. —RD


Honorable Mentions:

American Express, National Trust for Historic Preservation and LaBreche – Partners in Preservation – Twin Cities: Amex and NTHP launched a media relations and social media campaign to encourage the 25 historic sites in the Twin Cities to compete for a growing base for support. The campaign secured more than 900 media placements.

Hyundai Motor America and Finn Partners – Hope, Healing and Hydrogen: To honor Hope on Wheels cancer program grant winners, Hyundai’s Tucson Fuel Cell Electric Vehicle motored more than 4,500 miles coast to coast in conjunction with 71 grant ceremonies.

Monsanto Company – St. Louis Grown: To build a stronger relationship between Monsanto and the St. Louis community, citizens voted for their favorite nonprofit projects, with the winner to receive a grant from Monsanto. During a 16-day voting window nearly 50,000 people cast more than 7 million votes for their favorite projects.

Timken Company – “I Am Where You Turn” campaign nearly triples UW participation: To increase donations to the United Way by raising awareness of the needs in the local community through volunteering and donations, 20,000 Timken employees were asked to pledge a simple act to the environment and to celebrate Earth Day; nearly half of the workers contributed.