2011 Nonprofit PR Awards: Use of Facebook

First Book - Cheerios 6 Million Minute Read-A-Thon

To encourage parent-to-child reading, Cheerios and charitable partner First Book leveraged the Cheerios brand Facebook presence to conduct the 6 Million Minute Read-A-Thon as part of the Cheerios Spoonful of Stories campaign. 

The initiative encouraged parents to pledge to read to their children for 15 minutes each day for a month, and when the total reached 6 million minutes, Cheerios would donate 250,000 books to First Book. In 37 days, the audience of more than 180,000 Cheerios fans met the pledge goal and triggered the donation of 250,000 new books to First Book.

Honorable Mentions
Neathawk Dubuque Packett - Facebook to Footsteps: Driving Fans to Downtown Roanoke: To increase the number of visitors to downtown Roanoke, Va., NDP launched a Facebook campaign that targeted women with event-oriented content. As a result, 40% of user survey respondents reported visiting downtown Roanoke more often.

U.S. Chamber of Commerce - American Free Enterprise: 
To remind  Americans of the ingenuity of the free enterprise system, the U.S. Chamber of Commerce developed a Facebook page to deliver relevant content to fans. In just over a year the page gained 100,000 fans and 95,000 views on YouTube.


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