CSR Awards: Media Relations


Winner: Scholastic Summer Challenge

Finallogo4-C.largeThe Scholastic Summer Challenge is a free global program dedicated to getting kids to read every day throughout the summer months, ultimately ensuring children worldwide enhance their literacy skills and discover the joys (and countless benefits) of reading. Through the encouragement of friendly competition and aiming to set a reading world record, kids (ages 6-12) log their reading minutes, track their reading stats, earn virtual rewards through the Scholastic Summer Challenge site, apps and social media platforms.

The campaign’s media relations goals included: 1.) Increase media outreach with an eye towards driving the campaign to teachers, parents, and kids, with the ultimate goal of surpassing the 2013 reading world record (which it ultimately did); 2.) Enlist the help of reading advocates from across industries, including governors and their spouses, parent bloggers, experts and more; and 3.) Leading online conversations about the importance of summer reading and integrating relevant summer reading messages into all of its social content.

Scholastic’s efforts resulted in widespread media coverage; coverage included NBC affiliates (Florida, Connecticut, Alabama, Kentucky, etc.) and highly-watched programs including NY-affiliate WABC Eyewitness News as well as mentions on over 300 different parenting, literary, education, and school blogs, newsletters, and websites. In addition, blogs of television networks, TLC’s blog Parentables and Lifetime’s blog Lifetime Moms and reputable parenting sites like Macaroni Kid, created well-rounded coverage.

Honorable Mentions:

  • Food Network - Go Orange for No Kid Hungry
  • Havas PR - Chronicling the True Power of Breast Cancer Warriors
  • MWW - The Wunder Project: A Movement to Cure Colon Cancer
  • SKDKnickerbocker - The Opportunity for Historic Change: Respect for Marriage Coalition and Building National Support for Marriage Equality
  • Weber Shandwick and ExxonMobil - 2013 Mickelson ExxonMobil Teachers Academy

Comments Off



Deals of the Week

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

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

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

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.