2011 Nonprofit PR Awards: Social Responsibility Campaign Initiatives 

GolinHarris - Charity:water

In September 2010, GolinHarris and Charity: water combined forces to raise money to provide clean and safe drinking water to the 90,000 Babyaka people in Central African Republic. GolinHarris, charity: water and Razorfish worked together to create an integrated marketing approach with an emphasis on digital advertising, social media and word of mouth. Facebook was used to showcase videos, photos and provide progress updates. “A picture is worth a thousand words. The photography and videos from the field were instrumental in telling our story and cascading messages through social media,” says Idil Cakim, senior vice president of interactive media of GolinHarris’ Dialogue Group. Over 1,000 individual campaigns were started on mycharitywater.org, which encouraged people to “give up their birthdays” and have friends and family donate to charity.

Honorable Mentions

BlueCross BlueShield of Rhode Island – Internal Recycling Campaign: 
BlueCross BlueShield used signs, posters in break rooms and pop-up ads on Intranet home pages to promote recycling in the office. 

Discovery Education and Siemens Foundation – Siemens We Can Change the World Challenge:
High-quality digital content encouraged students to be stewards of the environment.

National Down Syndrome Society
– My Great Story Public Awareness Campaign: NDSS worked with York & Chapel to develop a microsite to raise awareness of Down syndrome. The online storybook was promoted on Facebook, Twitter and via electronic media kits.

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