2012 Nonprofit PR Awards: Media Relations

Knowles Science Teaching Foundation and Dentsu Communications — Knowles Science Teaching Foundation Teaching Fellowships

To advocate for the best new teachers, keep the best current teachers in the fold and combat negative press on the effectiveness of today’s educators, the Knowles Science Teaching Foundation (KSTF) and Dentsu Communications teamed to promote the work of nearly 200 KSTF Fellows and alumni across 40 states who are transforming math and science education. Dentsu kicked off the campaign in Jan. 2011 with an announcement that a select group of KSTF alumi earned the National Board Certification—achieved by just 1.5% of teachers in the U.S. The agency then invited media into the classrooms of KSTF Fellows to see their positive effects on the students. The results included 206 unique print, online and broadcast stories reaching an audience of 157 million people. —SVC

National Eye Institute and Ogilvy Washington — Comparison of Age-Related Macular Degeneration Treatments
For more than 10 years, Ogilvy Washington has worked closely with NEI to translate and disseminate important scientific vision-related findings to the America public via the media. In the case of the Comparison of AMD Treatment Trials (CATT), Ogilvy and NEI knew that the study—which evaluated the efficacy and safety of treatment of AMD (Age-Related Macular Degeneration) with Lucentis, the only FDAapproved treatment, and Avastin, an off-label, lower-cost alternative that doctors already—would be of interest to journalists who had covered the topic for years.

After compiling an A-list of media influencers, Ogilvy and NEI media trained institute spokespeople, study investigators and affected patients prior to a planned teleconference the day before a news embargo was lifted. The challenge: A news outlet reported the results in advance of the publication of findings in the New England Journal of Medicine. “We had to reorganize our initial strategy and tactics in less than 24 hours to stay ahead of the story as it was being covered,” says Kendra Gaskins, account director at Ogilvy Washington. Overcoming the glitch, the study findings reached 294 million people. —SVC

Honorable Mentions:

The Museum of Mathematics and MWW Group – MoMath Ramps Up the Birth of MoMath: To increase the appetite for math in New York and beyond, MWW Group pitched the idea of a Museum of Mathematics to top-tier outlets. The museum is scheduled to open this year.

National Association of Children’s Hospitals and Jones Public Affairs – National Association of Children’s Family Advocacy Day 2011: Jones Public Affairs leveraged media buzz around a Capitol Hill health budget showdown and Max Page, the 6-year-old actor from the “mini-Darth Vader” Volkswagen spot to advocate for children’s healthcare.

Office Depot Foundation and JKG Group – 2011 Office Depot Foundation National Backpack Program: Office Depot Foundation enlisted NASCAR star Tony Stewart to garner local, regional and media coverage about its donation of 350,000 school sackpacks.

Pratt Institute – Pratt Institute Opens Myrtle Hall: Brooklyn’s First Collegiate LEED-Gold Certified Building: To tout leadership in Energy and Environment Design standards on display at Myrtle Hall, Pratt pitched story angles to real estate, design, education media outlets—and also earned coverage from The New York Times.

Ragusa Consulting – The Ruby Bridges Foundation: A white paper, a new Web site and a robust media management strategy secured top-tier coverage of child education and literacy efforts by the group led by civil rights icon Ruby Bridges.

Taco Bell Foundation for Teens and Burson-Marsteller – Generating Awareness for Broader Support for the Cause: In encouraging high schoolers to graduate, BM leveraged actor Mark Wahlberg and news about multiple foundation programs to the tune of 280 million media impressions.