2008 PR News Platinum PR Issue Winner: Green PR

The winners and honorable mentions in this year's PR news Platinum PR awards issue exemplify the most innovative approaches to redefining traditional PR with anything-but- traditional strategies. From a marketing communications effort that united a country over the search for the stars of a 1950s TV commercial to an event that landed a flock of pink flamingos around the windy city, the following winner confirms that the PR profession has indeed stepped out from the shadows to take a front-and-center role in delivering business results to their own organizations, and to their clients. Below is the winner of the 2008 PR News Platinum PR award for green PR.

Weber Shandwick & Unilever

Go Green and Small With All

To bring its laundry detergent brand into the green conversation, unilever partnered with Weber Shandwick to launch "Go Green and Small With All," a campaign that would communicate the brand's environmental leadership as a pioneer of concentrated laundry detergent, which uses less water than other products.

School Days

The team determined that the best way to get their message across was to reach its target audience--moms--through elementary school students via a national search for "The Greenest SchoolKids in America."

To kick off the search, the team launched http://www.gogreenwithall.com in partnership with aol to host the contest and collect nominations, as well as to serve as a resource for families looking for small but effective ways to help the environment. It also partnered with The Ellen DeGeneres Show to promote the contest and raise awareness of the environmental benefits of "All small & mighty." Spokespersons, such as Grammy Award-winning LeAnn Rimes and eco-expert Kim Carlson, were also enlisted to take up the cause and do the media rounds.

Once 10 schools were chosen as finalists, The Ellen DeGeneresShow, as well as local and regional media, served as platforms to make the announcement and generate buzz. The winning school was subsequently announced and promoted on The Ellen DeGeneres Show as well as on local and regional media outlets.

Above and Beyond

The campaign generated more than 312 million media impressions, which surpassed the original goal by 225%. The team secured 8,216 placements, more than eight times its goal, in such outlets as Fox and Friends, In Touch, Star Magazine and The Wall Street Journal. The contest attracted more than 20,000 participants in just four months.

Comments Off

Deals of the Week

Get $150 Off PR News' PR Measurement Conference


Join us on April 20, 2015, for PR News’ essential PR Measurement Conference at the National Press Club in D.C., and learn how tie PR metrics to measurable business outcomes.

Use code “150off” at checkout to save $150 on the regular rate.

Get $50 off PR News' Book of Employee Communications


In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription


Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.