2012 CSR Awards: Video Initiatives

Winner: Miami-Dade Expressway Authority and Glodow Nead Communications – Text the Last Word

Text The Last Word is an emotionally charged online short film (pictured) that serves as the focal point of the Miami-Dade Expressway Authority’s (MDX) campaign aimed at increasing awareness of the dangers of distracted driving. In the state of Florida no law is in place regarding the use of phones while driving. MDX’s greater goal is to change that, but in absence of a law, MDX set out to attack the problem head on—to speak to drivers and get them to understand the dangers, change their attitudes and adjust their behavior. The site Textthelastword.com hosts the short film and provides visitors with the opportunity to take a pledge to refrain from texting while driving. —BM


Honorable Mentions:

Meals on Wheels – We Are Meals On Wheels: Animated Video Launches National Campaign to End Senior Hunger: Weber Shandwick created a visually compelling video that tells the story of the Meals On Wheels network in a new way.

Pizza Hut Zeno Group Inc. – Pizza Hut and BOOK IT! America’s Biggest Bedtime Story Catches Bieber Fever: The ABBS online webcast read-along featured Bieber reading Dr. Seuss’ classic, Cat in the Hat, reaching more than 500,000 viewers and coverage in USA Today and Star Magazine.

Sears and Euro RSCG Worldwide PR – Heroes at Home: A Hero’s Song: The Heroes at Home program showcased Sears’ commitment to military families, conveying through national media coverage that the company does more than any other retailer to give back to America’s heroes.

Sensiblu Foundation and GMP PR – Fight Against Domestic Violence: Romanian pharmacy chain Sensiblue produced a hard-hitting video about the day in the life of a domestic abuse victim, with 1,500 people sharing and commenting on the film on Facebook.