2012 Nonprofit PR Awards: External Publication or Report

Winner: Cancer Support Community and Jones Public Affairs – 2011 Breast Cancer M.A.P. (Mind Affects the Physical) Index

Looking to raise awareness of an often overlooked aspect of breast cancer treatment, the social and emotional needs of patients, the Cancer Support Community and Jones Public Affairs recruited more than 1,000 survivors to share their experiences via a survey. “The collective voice of cancer survivors created a platform to effectively reach the cancer community, including survivors, advocates and policy makers, through reports like the Breast Cancer M.A.P. Index,” said Deborah J. Danuser, account supervisor, JPA.

To promote the findings of the Index, JPA identified the trends that had the most potential to attract media attention and interviewed five patients to highlight the data through personal narratives. Aside from pitching the story exclusively to The Wall Street Journal and the CBS Early Show, JPA tailored its campaign by identifying appropriate distribution channels and creating custom content relevant to each targeted audience—e.g., for policymakers, communication focused on the impact on cost of care.

The comprehensive outreach campaign was spotlighted by prominent national advocacy groups, such as Susan G. Komen for the Cure, through their own distribution channels. The Index data was also featured at several conferences that reached healthcare pros and policymakers. —SP

Honorable Mentions:

American College of Cardiology Foundation – Cardiology: The print publication is complemented by an interactive version of the magazine, as well as a mobile app for the iPhone/ iPod Touch and the iPad.

American Institute of Architects – AIArchitect: One goal of AIArchitect pages, which are published in four different AIA magazines, is to boost the profiles of AIA members. To that end, AIA garnered coverage in 3,500 media outlets, a 21.7% increase over 2010.

NYU Langone Medical Center – i3 – I Cubed: The I Cubed special report on the center’s diverse research helped boost its ranking in US News & World Report; it jumped from #31 to #27 in the rankings.

Pratt Institute – Prattfolio: The Magazine of Pratt Institute: The summer 2011 “Innovation” issue of the biannual magazine, which is designed to boost interaction with readers, included a roundtable with thought leaders and a feature on Pratt’s new “green” building.