2013 Nonprofit PR Awards: Facebook Campaign


Winner: DoSomething.org – DoSomething.org’s Bully Project & Bully Report

 

Bullying is an important issue for teenagers, but it’s also a topic that’s regularly addressed by organizations and the media. DoSomething.org wanted to approach bullying differently—the organization had a hunch that young people were feeling left out of the conversation, and made it a goal to find out just what teens thought about bullying.

After consulting with its Youth Advisory Council—150 teens from across the country —on calls to action and attitudes on the subject, DoSomething.org created a Facebook app that would allow teens to weigh in on bullying, and give their schools a “bully grade.” They would then be able to invite their friends to participate as well.

Launched on March 27, 2012, the campaign piggybacked off of a partnership with the movie “Bully,” and popular Nickelodeon star Victoria Justice filmed a PSA that was used for press outreach and also placed on a number of broadcast networks.

 

DoSomething.org's Bully Project met every one of its goals, acquiring 120,000 new members and garnering more than 274.5 million media impressions. There were 196,000 installs of the Facebook app; and 134,000 users submitted a full bullying report (graded) on their schools. —Scott Van Camp

Honorable Mentions:

• Fenton - Mom's the Word

• Ogilvy PR - Million Hearts: TEAMing UP to bring high blood PRESSURE DOWN Ogilvy Public Relations on behalf of the Centers for Disease Control and Prevention (CDC)

• Powell Tate - This Is Personal

• United Nations Foundation - Uniting Girls to Change the World

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

 prmeasurement2015-dc-175x135

Join us on April 20, 2015, for PR News’ essential PR Measurement Conference at the National Press Club in D.C., and learn how tie PR metrics to measurable business outcomes.

Use code “150off” at checkout to save $150 on the regular rate.

Get $50 off PR News' Book of Employee Communications

employeecommunications-180x150

In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

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.