Winner: International Paper - Coins 4 Kids
Coins 4 Kids, an eight-year-old partnership between International Paper and the World Food Programme, is based on a clear concept and goal: to create a lasting and sustainable employee engagement program focused on ending starvation for some of the most vulnerable people in the world. Since its launch, the program has combined employee, corporate and community gifts to provide more than 72,000 children in Nairobi nutritious meals each school day.
The partnership with WFP has become inextricably woven into International Paper’s self-image and employees’ engagement with the corporate brand. At the heart of the execution of the campaign is the Coins 4 Kids carton bank—designed and produced by International Paper—which is widely seen on employees’ desks across the company. As of 2010, more than 60,000 IP employees have been exposed to the program, and in an employee survey conducted last year, more than 96% of employees said they were familiar or very familiar with the Coins 4 Kids program. Their identification with the program is plainly seen in the $150,000-$250,000 in donations made yearly since 2004. —SG
Honorable Mentions:
Oracle Corporation - Oracle’s Commitment to National Geographic’s Mission Blue: Oracle is a key supporter of National Geographic’s Mission Blue ocean conservation initiative. In particular, Oracle donated $1 million to fund workshops for teachers and marine professionals and develop curricula for students. The funds supporting Mission Blue’s public education campaign also have gone into the development of the ThinkQuest Web site that allows students to follow along virtually on marine expeditions.
Scripps Networks Interactive Partners with National Urban League: In 2010, the National Urban League marked its 100th anniversary, and to help celebrate this milestone, Scripps Networks produced a commemorative “Centennial” video highlighting important moments in the civil rights organization’s history. Scripps was also the lead sponsor at the organization’s Centennial Conference in Washington, D.C., in late 2009.
Toys“R”Us Inc./UNICEF - Toys “R” Us Brings Trick-or-Treat for UNICEF to Consumers, Building on the Notion of Kids Helping Kids in Partnership with the U.S. Fund for UNICEF: Trick-or-Treat for UNICEF got introduced to a whole new generations of kids thanks to Toys“R”Us’ splashy in-store promotions and through exposure via the company’s other communications channels. For its first partnership with UNICEF in 2010, Toys“R”Us created nearly 5 million iconic orange Trick-or-Treat for UNICEF collection boxes, which also displayed the Toys“R”Us logo.
Viacom - The Get Schooled National Challenge and Tour: Viacom and the Gates Foundation partnered in 2010 to create the Get Schooled National Challenge and Tour to help stem high school dropout rate. More than 10,000 students attended Youth Summits staged on the 10-city national tour that visited underserved high schools and featured top entertainment and sports stars like Shaquille O’Neal, Ludacris and Big Boi.
Weber Shandwick Dallas - First on the Scene: American, American Eagle Airlines Provide Relief to Haiti: As part of a partnership to aid the earthquake-stricken people of Haiti, Weber Shandwick and American Airlines and American Eagle powered 30 relief missions to Port-au-Prince, transporting more than 40,000 pounds of aid including water, medical supplies, food and shoes. The airlines also evacuated more than 700 people, as determined by the U.S. State Department.