NASCAR – NASCAR Green
Since implementing an integrated marketing communications approach in 2011, NASCAR has been able to shift its NASCAR Green movement from a punchline for The Colbert Report to an effective communications vehicle for sustainable behavior among its fan base of approximately 60-80 million.
Through the use of earned media, thought leadership and influencer engagement, NASCAR has changed the perception of the public and positioned itself as a sports leader in sustainability. Since the beginning of the Green movement in 2008, NASCAR has logged more than 2 million miles on Sunoco Green E15—a safe, high-performance American-made bio-fuel, which reduces emissions by 20%. —DA
Honorable Mentions:
APRA Porter Novelli – My Green City 2011: APRA Porter Novelli turned My Green City, aimed at educating children on nature preservation, into a national campaign by engaging employees, stakeholders, opinion leaders and the public.
Diageo PLC – Glass is Good: Seven hundred tons of glass were collected in the first 11 months of Glass is Good, a sustainable project created by Diageo with the support of Owens Illinois and sponsored
by Smirnoff.
MWW – Making MWW Matter More: Thanks to the participation of the“MWW Group Green,”MWW has made a great impact in regard to sustainability. In the six years since the program’s launch, MWW has incorporated environmental responsibility into every aspect of its business.
O’Malley Hansen Communications – HanesBrands Uses Green for Good in Latin America: To formally introduce HanesBrands’new CSR program in Latin America, O’Malley Hansen Communications developed a robust campaign chronicling every project through photos, videos, media outreach efforts, social media news releases and press releases.
Türk Telecom – Environment Friendly Communications Campaign: TürkTelecom positioned itself as a leader in its sector with its Environment Friendly Communications Campaign, which raised awareness among employees, customers, investors and the public and embraced sustainable practices at its own offices.
The Walt Disney Company – Disney Kids and Nature Celebration: Disney, through its Disney Kids and Nature Celebration at Walk Disney World Report, connected youth with nature with the goal of inspiring lifelong conservation leadership.