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

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

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

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

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.