2013 Nonprofit PR Awards: Public Service


Winner: National Adoption Day Coalition and Paul Werth Associates – 2012 One Day PSA Featuring Adoptive Families

National Adoption Day, which debuted in 2000, has helped nearly 40,000 children move from foster care to permanent families. In 2012 the National Adoption Day Coalition rolled out a PSA video designed to boost awareness of the more than 100,000 children in foster care who are still waiting to be adopted. The video, featuring actor Willie Garson and his adopted son, was part of a broader campaign to encourage individuals to consider adopting a child from foster care.

Set to air during November (National Adoption Month), the PSA focused on three key messages: every child deserves a loving home, thousands of children are waiting to be adopted and by adopting a child you can change his or her life. The spot was distributed digitally to 800 TV stations throughout the country while 50 hard copies were sent to top media markets for consideration. In addition, Paul Werth Associates identified leading blogs and traditional media outlets to share the PSA and National Adoption Day messages with. What’s more, four e-newsletters were distributed to nearly 500 National Adoption Day event planners.

The PSA aired 840 times, which translated into more than six million media impressions. Most important, on National Adoption Day 2012 more than 4,500 children in foster care were adopted. — Matthew Schwartz 

Honorable Mentions:

• Kaiser Permanente - Walk-And-Talk with Every Body Walk!

• National Association of Insurance Commissioners - Insure U: Get Smart About Insurance: TV Public Service Announcement

• Ogilvy Public Relations Worldwide – Obesity Happens One Pound at a Time

Back to the 2013 Nonprofit PR Awards




Comments Off

avatar

About Bill Miltenberg

Community Editor at PR News.



Deals of the Week

Get $150 Off PR News' PR Measurement Conference

 prnews-measurement-conf-175x135-static

Join us on November 20, 2014, for PR News’ essential PR Measurement Conference, taking place at the Hyatt Regency Chicago. Commit now to grounding all of your PR efforts in metrics that connect to organizational goals and prove value that communications makes in thriving b2c and b2b companies, nonprofits and professional associations.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook


book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.