2011 CSR Awards: CSR on a Shoestring


Winner: Fleishman-Hillard/The Allstate Foundation #Tweet4YWCA Campaign


Partnering with YWCA, the oldest and largest women’s organization in the U.S., The Allstate Foundation launched #Tweet4YWCA, a social media campaign to help domestic abuse survivors achieve financial stability. As part of the campaign, The Allstate Foundation pledged to donate $1 to YWCA (up to $75,000) for every tweet that used the hashtag #Tweet4YWCA. Fleishman-Hillard created an online campaign utilizing a preexisting channel it built for educating online consumers about domestic violence—ClickToEmpower.org. Tracking the tweets of all those using the hashtag, a leaderboard encouraged competition by ranking the top 15 active tweeters.

ClickToEmpower.org became a key online resource for survivors and their economic empowerment. Creative incremental ideas included Empower Hour, in which TAF donated $5 per every tweet, and $2 Tuesday, with $2 donations as opposed to $1 per tweet. Each caused a sharp spike in site visits and participation. Despite limited resources, the campaign raised $75,000 within nine days. —BM


Honorable Mentions:
Toys“R”Us, Inc. - Parents Become Advocates for Children’s Safety through the Product Safety Vigilance Program:
As part of the company’s ongoing efforts to remove unsafe children’s products from circulation, Toys “R” Us, Inc. developed a new initiative to call further attention to the dangerous risks presented by products that remain in circulation and to provide parents resources to help keep their kids safe. The “Eight Steps to Keep Kids Safe” checklist and a Product Record List were distributed through social media and the annual Babies “R” Us direct-mail catalog to 5.8 million residences, encouraging parents to become safety advocates and keep track of their childrens' products in their homes.

Sodexo, Inc. - PB&J for a Day: Sodexo Asks Customers to Eat Plant-Based Meal to Boost Environmental Benefits on Earth Day 2010: Sodexo established a partnership with the PB&J Campaign to show college students how eating lower on the food chain is a healthy choice that significantly reduces one’s carbon footprint. A comprehensive social media outreach campaign targeted digital and mainstream media to illustrate that being green can be fun, delicious and easy to achieve with fresh and new spins on the classic PB&J recipe.


Back to CSR/Legal PR Awards




Comments Off

Deals of the Week

Get $150 Off PR News'Crisis Management Boot Camp

Crisis_Boot_banners_175x135_ep

Join PR News on September 15, 2014, at the historic Yale Club in New York City for an intensive boot camp will put you through the paces of crisis communications to help you avoid, or at least mitigate, the damage that can come to a brand.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook

book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

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.