2011 Nonprofit PR Awards: Corporate/Nonprofit Partnerships


American Airlines - American Airlines Honors National Breast Cancer Awareness Month With Global Pink-Out 

In 2010, American Airlines and Weber Shandwick expanded their one-day Passionately Pink for the Cure employee fundraising program into a 15-day, global event dubbed “Rolling Pink-Out,” and raised $70,000 to support the study of breast cancer.  

AA became a supporter of Komen for the Cure in 2008 and pledged to raise money for the American Airlines Promise Grant, which funds the study of breast cancer. In honor of Komen for the Cure and to fulfill AA’s pledge, Weber Shandwick worked with Komen to coordinate special “Rolling Pink-Out” events from Oct. 1-15. Over 147 AA teams participated in these events, which included hosting bake sales and raffles. The teams also dressed in pink apparel and decorated ticket counters, jetways and baggage claims. Customers were invited to support the cause by wearing pink. Coverage of the campaign included 28 print/online placements, 82 broadcast placements and over 44 million impressions.

Honorable Mentions

DAWSON + MURRAY + TEAGUE Communications – Telling Amy’s Story: DMT partnered with the Verizon Foundation to educate U.S. communities about the issues surrounding domestic violence by hosting premiere screenings of the documentary Telling Amy’s Story in Washington, D.C., and New York, helping the film reach over 4.7 million viewers on PBS. 

Discovery Education and Siemens Foundation – Siemens STEM Academy: Discovery Education and Siemens Foundation collaborated to create the STEM (science, technology, engineering and math) Academy and has since logged more than 75,000 online visitors, and over 25,000 Webinar participants.

Jiffy Lube International and Cone –  2010 Jiffy Lube Maintenance Partners for Life Campaign: Jiffy Lube and Cone, teamed up for the 2010 Jiffy Lube Maintenance Partners for Life Campaign and raised over $3.4 million for the American Heart Association’s Go Red for Women movement.


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