2015 Rising PR Stars (corporation and association): Amy Etheridge, Director of Marketing, Boys & Girls Clubs of America (BGCA)

Amy Etheridge has overseen strategy and activation for many of BGCA’s corporate partners, including Comcast, Charles Schwab Foundation, Sprint and CA Technologies. She has also spearheaded several digital campaigns in her time there, and she's proved strategic in the thought leadership space, serving as the marketing lead for BGCA’s “Youth Safety” white paper development and promotion.

Her hard work and success led to a new opportunity, where Etheridge recently accepted a new position to spearhead marketing and PR strategy for BGCA’s premier youth recognition program, Youth of the Year. Through this program, she manages BGCA’s largest partnership with Disney.

During June’s Internet Safety Month (June 2015), BGCA and Sprint launched the fourth-annual Cyber Safe Futures campaign to educate parents and teens about safe online habits and Etheridge played a prominent role.

The integrated digital campaign spanned the month of June, driving consumers to CyberSafeFutures.org. This year, the call to action asked parents to submit their cyber safety questions to be answered by Boys & Girls Club teens.

Results included nearly 850 unique questions submitted to teens in 2015 compared to 243 in 2014; CyberSafeFutures.org received nearly 45,000 page views (an increase from 7,000 in 2012, and from 30,000 in 2013 and 2014); other success metrics included 1.4M #CyberSafe impressions on social media, 2.3MM blogger impressions and nearly 25MM media impressions.