Campaign: Breakthrough Magazine
Winner: NVCI/Greenspun Media Group
The Nevada Cancer Institute (NVCI) had only been open and operational for two years when its executives decided to expand its signature communications piece, Breakthrough
Magazine.
The publication aims to reduce the burden of cancer for Nevadans through research and patient care, but the diversity of its audience--from doctors to political influencers--
made it difficult to impact each group individually. What's more, the simple, 10-page newsletter wasn't reader-friendly.
With the help of Greenspun Media Group, Editor Lisa Stark's first course of action was building a staff of talented designers and photographers to bring the stories to life.
Together, the team researched ideas and digested scientific knowledge needed to convey valuable information to readers.
The combination of human-interest features, news, photos and design resulted in a 36-page magazine that eclipsed its predecessor. The team then needed to get it into the right
hands via a strategic distribution plan. It did so by establishing key partnerships with COSTCO, CVS and Borders, all of which began displaying Breakthrough in their stores.
The magazine's makeover was a success thanks to the strategic partnerships, strong editorial team, compelling content and digestible design. The reader testimonials speak for
themselves:
"I received Breakthrough and read it cover to cover," one patient writes. "You have so many reasons to be proud of your work."
Honorable Mentions
The Allstate Foundation, The National Network to End Domestic Violence: The Allstate Foundation Domestic Violence Program Financial Empowerment Curriculum--To help battered
women escape their abusive husbands, The Allstate Foundation created a financial empowerment curriculum to help those in need gain financial independence. They tested the
curriculum with people who had been through violent relationships, ensuring that their information would be well received.
Seattle City Light: Beyond Stewardship--To help deal with Seattle's energy problems, Seattle City Light enhanced its yearly report to spread awareness of the problem. The
communications team spent a large amount of time not only researching and writing it to ensure that the language used was easy to comprehend, and that it would prompt action from
its readers.
Children's Medical Center Dallas: Beyond ABC: Growing Up In Dallas County--To provide a quality of life report on children in Dallas, Children's Medical Center Dallas made
their report straightforward and compelling, avoiding sensationalism at all costs. Through this, they made sure its readers understood the gravity of the situation and would
incite change in their community.