Campaign: Partnership for Prescription Assistance
Winner: Pharmaceutical Research & Manufacturers of America
To help uninsured and financially struggling patients receive free access to medication, as well as to raise awareness of chronic disease, the Pharmaceutical Research &
Manufacturers of America launched its Partnership for Prescription Assistance to identify 475 patient assistance programs.
To directly reach out to its target audience of low-income individuals, "Help Is Here Express" buses were deployed in cities across the country. On board were trained
specialists who could search the database to identify local patient assistance programs. The bus stops created a venue for providing information about chronic disease, prevention
and treatment.
Also, celebrities, such as PPA National Spokesman Montel Williams, toured with the bus, telling audiences of their personal medical problems while emphasizing the importance of
early detection and treatment.
Since its inception, PPA has helped 5.2 million patients connect to at least one patients' assistance program.
Honorable Mentions
Halton Region for Be a Hero. Be a Voice for Affordable Housing--To increase community awareness about and acceptance for a variety of housing needs in the Halton region in
Ontario, Canada, the Halton Regional Council launched a creative contest to engage high school students around the need for affordable housing. More than 19 students from schools
in the area participated and more than 100 people attended the subsequent awards ceremony.
Porter Novelli for HGTV Change the World. Start at Home--To reposition HGTV's cause-marketing campaign, Porter Novelli devised a platform that challenged the multifarious
notion of "home," including one's community, workplaces and green places. The program leveraged nonprofit partnerships with organizations, such as The National Trust for Historic
Preservation and the National Resources Council while running PSAs on HGTV with HGTV talent.
MS&L Worldwide for Ferrero Chocolates' "Share Something Sweet" Campaign--Ferrero Chocolate's first-ever PR campaign led to a 180-degree overhaul of the brand's sales
approach and overall marketing strategy. Partnering with Share Our Strength, which inspires organizations and individuals to help end childhood hunger in the U.S., the initiative
generated more than 178 million print and online impressions, including coverage in Marie Claire and Parents.
MWW Group for Samsung's Four Seasons of Hope Exceeds Expectations with MWW Group--Currently in its seventh year, Samsung, in tandem with MWW Group, executed innovative
strategies to ensure that its largest CSR program would continue to build awareness among consumers. This year, it exceeded expectation by introducing Staples as a new retailer
and Carlos Santana's Milagro Foundation as a new affiliated charity; also its Four Seasons of Hope 2008 Gala resulted in more than 126 million media impressions.