2013 Nonprofit PR Awards: Marketing


Winner: PearlPoint Cancer Support – “Celebrate Minnie Pearl and Her Legacy” Campaign

The Minnie Pearl Cancer Foundation (MPCF), which offers support, education, nutritional consultations and one-on-one guidance to adults facing cancer, had much to celebrate in 2012. In addition to marking its 25th anniversary, MPCF celebrated the 100th birthday of the late Minnie Pearl, the iconic Grand Ole Opry comedian who shared her legacy of compassion with the organization. Thus, the "Celebrate Minnie Pearl and Her Legacy" was an awareness campaign built around these two milestones in order to increase knowledge and support of MPCF across the country.

The 2012 Hats Across the Row (HATR) event in April featured a parade of antique cars, special celebrity guests, a marching band, Celebrate Minnie's Legacy signage up and down Nashville’s Music Row, and a culminating party where guests wore Minnie Pearl hats. August marked a Minnie Pearl Homecoming Celebration, honoring past volunteers, board members, supporters and donors for an evening of recognition.

Digital/social initiatives included a "Where in the World is Minnie Pearl" Facebook contest; photo sharing on a Pinterest board; a fun "Howdee" viral video featuring many country artists that was shared on social media; and memories of Pearl from Dolly Parton, Reba, Rascal Flatts and more. Traditional targeted press outreach included local and national healthcare and entertainment media outlets.

Awareness for MPCF was raised across multiple platforms, including: 1,800 new fans on Facebook in 2012; 517 new Twitter followers in 2012; more than 40,000 views on YouTube (exceeding goal of 15,000); and a dramatic increase in client referrals. —Scott Van Camp

Honorable Mentions:

• Burson-Marsteller - ICANN's global public education campaign for new generic Top-Level Domains

• National Association of Insurance Commissioners - Consumers: "Know Your Stuff" Home Inventory App Program

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' Social Media Conference

 Social_Media_Conference_180x150_ep
At PR News’ Social Media Conference, taking place October 9 at New York City’s Grand Hyatt, you will receive instruction from experienced social media communicators and take away practical knowledge that you can put to work right away as soon as you return to the office.

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.