2012 Nonprofit PR Awards: PR on a Shoestring Budget

Winner: Susan G. Komen for the Cure and Sherry Matthews Advocacy Marketing — Komen Austin Public Awareness Campaign

With the goal of raising the Austin affiliate of Susan G. Komen for the Cure beyond its association with the Race for the Cure, Sherry Matthews Advocacy Marketing developed an integrated awareness campaign that trumpeted the group’s service to five counties in the Austin area. The creative centerpiece of the effort was the creation by local artists of giant, knitted pink bras that were fitted on local landmarks (pictured) with the tagline, “We’re showing our support.” SMAM also created a video PSA that was posted to www.komenaustin.org. Community supporters, cancer survivors, volunteers, board members and advocates helped spread the word about the PSA via Facebook and Twitter. In one month, the 30-second spot received more than 5,000 views. —SVC

Honorable Mentions:

Counterpart International – Counterpart Postcards from the Field: Catchy, concise cards conveyed Counterpart as a leader in global development, earning kudos from vendors, partners and donors.

The Network for Teaching Entrepreneurship and MWW Group – Bridging the Educational Challenges of Tomorrow Through Entrepreneurship Education:
To increase awareness of NFTE’s initiatives, MWW Group launched a media outreach program that resulted in top-tier placements in The Wall Street Journal and the CBS Evening News.

R&R Partners Foundation– Flip the Script Anti-Bullying Campaign:
“Flip the Script” rallied school officials, political leaders and the media to educate Nevadans about the growing problem of bullying in schools. The campaign garnered 56 national online and print stories, 64 local TV stories and two dozen radio interviews.