2012 CSR Awards: Social Good

Winner: Fireman’s Fund Insurance Company – Supporting Firefighters for Safer Communities

Since 2004, Fireman’s Fund Insurance Company has awarded millions of dollars in grants each year to fire departments for life-saving equipment, firefighter training and community education materials through its Heritage Program. Looking to expand the reach of the program and further align it with business goals, Fireman’s Fund offered a PR/marketing plan for each independent agency awarding a grant and listed key media outlets important to them (such as trade journals and homeowner associations). Follow-up surveys with agencies have been positive. Fireman’s Fund has heard numerous stories of agencies winning new business thanks to the Heritage Program outreach. —SVC

Honorable Mentions:

Astro Malaysia Holdings Sdn Bhd (Astro) – Astro Hostel: The educational broadcast company built hostels for rural students while its employees provided school supplies and curriculum help.

Recyclebank and The Bateman Group – Gamification Goes Green—Recyclebank’s Green Your Home Challenge Sparks Eco-Friendly Actions: A nationwide digital contest awarded points to the most green households. The effort became a model for “gaming for good” efforts.

SAP – Creating Opportunities for Farmers in Ghana: Local partnerships and business software supplied by SAP helped women farmers who harvest shea nuts increase their incomes by up to 82%—media coverage on the project was high.

Telemundo Media – El Poder de Saber (The Power of Knowing): In promoting the educational advancement of young Latinos, the initiative included a series of PSAs featuring Telemundo’s TV stars, which gained more than 13 million views between Nov. 2010 and Nov. 2011.

TTNET Saplings and children growing together at primary schools for a better environment: The telecommunications provider worked with Turkey’s school kids to fight the problem of erosion by planting cedar tree saplings.

Urban Zen Foundation and Euro RSCG Worldwide PR Hope, Help and Rebuild Haiti: Donna Karan’s Urban Zen hosted a special charity event featuring two presidents, renowned doctors and movie stars galore—the proceed benefiting Mirebalais Hospital in Haiti. The soiree produced major media coverage worldwide.