Tie
Winner: CVS Pharmacy & Cone
Campaign: CVS All Kids Can
CVS Pharmacy is no slacker when it comes to charitable giving; the company donated nearly $60 million to nonprofit organizations focused on improving health and education over
the last three years. That said, executives determined a need for a more strategic approach to charitable giving, and they wanted to focus it on children with disabilities.
To hatch a plan and execute it, CVS communications executives teamed up with Cone to achieve three main goals: increasing opportunities for learning, physical activity, play,
rehabilitation and medical therapies not covered by insurance; impacting a social issue relevant to CVS' core customers; and differentiating its "CVS All Kids Can" program as the
largest corporate initiative focused solely on supporting children with disabilities.
The noble cause demanded a stalwart plan, especially considering the goal established by the team was a five-year, $25 million commitment. Research showed that approximately
13% of children in the U.S. live with disabilities, and the team developed a three-fold initiative around that population: Learn, Play, Succeed.
By building on a legacy of philanthropic giving, developing strategic partnerships, engaging employee interest and enhancing public awareness of the cause, executives funded
programs that promoted inclusive learning, supported organizations that provided disabled children with inclusive places to play, and funded medical rehabilitation.
Corporate culture and employee pride in the initiative propelled it to greater heights. An internal volunteer Web site encouraged employees to get involved, which they did on a
large scale: Thousands participated in specific volunteer events, raising hundreds of thousands of dollars. What's more, a $1 million grant helped complete a state-of-the-art
gymnasium for children with disabilities, and $5 million went to constructing barrier-free playgrounds nationwide.
Winner: The Cartoon Network and Zeno Group
Campaign: Rescuing Recess Campaign
The Cartoon Network wanted to get behind a cause that matched its personality and mission - fun. Its "Get Animated" campaign was designed to encourage kids to be active,
healthy and involved. While that campaign was a success, the Cartoon Network was concerned about a school trend toward cutting back on recess time and activities, and it saw a
chance to extend its mission.
The "Rescuing Recess" program set out to unite educators, parents and kids as advocates for daily recess and physical activity; build a volunteer program to support in-school
recess; enlist the help of local governments to support all the elements of the campaign, and provide equipment for schools to use in support of their recess programs. The
campaign ascertained that 99% of PTA parents and teachers believe recess is important, 80% believe recess helps kids burn off energy and "blow off steam," and more than 70% feel
recess helps kids develop socially.
The campaign helped children write more than 100,000 letters to their school boards; enlisted parents and teachers to volunteer as recess monitors; and sought grants to provide
recess kits and equipment. Overwhelming community response was bolstered by more than 140 million media impressions, a "National Recess Week" series of festivities, and overall
increased awareness on a national level. The Cartoon Network raised more than $310,000 in grants for the highest participating PTA units in each state, and more than 4,500 schools
across the country held recess rallies to celebrate National Recess Week starting September 18, 2005.
Honorable Mentions
As the price of fuel continues to rise, AAA of Northern California, Nevada and Utah's Greenlight Initiative continues to inform consumers about alternative fuels and vehicle
technologies through non-partisan information about all transportation alternatives. Collaborating with several leaders in the alternative transportation technology field, AAA has
distributed more than 20,000 brochures on the program, as well as launching a Web site, reaching more than 5 million consumers interested in ecologically friendly transportation.
AAA is leading by example, switching all of its corporate fleet cars to hybrids beginning in 2006, thus positioning itself as a leader in alternative fuel and vehicle
technologies.
UNICCO's GreenClean Initiative demonstrates the company's commitment to environmental stewardship through its willingness to try a different approach to its business. Through
communication both within the company and with prospects and customers, UNICCO aims to differentiate itself by cleaning up without polluting the environment. Using a Web site that
explains the new ideas, as well as various ads and the "GreenClean Toolkit" - a physical briefcase with information on all GreenClean materials - the company is able to spread a
successful message of environmental cleanliness while quite literally practicing what it preaches.