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.

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