2011 Platinum PR Awards: Cause Related Marketing

Winner: MWW Group & Samsung Mobile Samsung Mobile March to a Million In-School Education and Recycling Program

MWW Group and Samsung Telecomunications America’s in-school education and recycling program “March to a Million” set out to collect 1 million mobile phones for recycling. As part of this initiative, they created a nationwide program to educate middle and high school students about the importance of cell phone recycling while raising brand awareness among this key demographic. Initially aspiring to collect 30,000 cell phones from schools from April 1 through June 1, 2010, MWW and Samsung distributed a leader guide to administrators, which included an educational guide and curriculum, a collection box for phones and giveaway items for students who recycled their phones. A Facebook page and microsite were set up so program materials could be accessed online or in the classroom, and fans could post updates on their recycling efforts on the Facebook page.

At the end of the campaign, Samsung Mobile collected more than 33,000 mobile phones, surpassing their initial goal. Additionally, 67% of
schools reported using the classroom activities and lessons as part of the program, and some schools have created their own Facebook pages
to help support the initiative. —RD

Honorable Mentions:

Aflac – Aflac Duck Wingman Bead Helps Kids Find Courage Against Cancer: Aflac teamed with nonprofit Beads of Courage to boost the resilience of children with cancer through art. Aflac sold 10,000 beads—surpassing its campaign goal.

Booz Allen Hamilton Inc. – The Real Warriors Campaign: Booz Allen created a Web site with resources, tips and tools for all “Real Warrior” service members and their families, while a mediacampaign included video profiles and PSAs featuring stories of Real Warriors.

Disney Parks – Disney Parks Celebrates the Volunteer Spirit with “Give a Day, Get a Disney Day”: Partnering with the HandsOn Network, Disney and Coyne PR inspired 1 million people to do volunteer work. In return, volunteers would receive a free admission to a Disney park.

Ogilvy Public Relations Worldwide and Kimberly-Clark’s Huggies – Helping Diaper “Every Little Bottom”: Huggies and Ogilvy PR created the initiative that featured Grey’s Anatomy star Ellen Pompeo as ambassador and nonprofit partners hosting local diaper drives. The result: nearly 3 million diapers donated by the public in six months.

Macy’s Inc. – Macy’s National Believe Day: Macy’s launched “Double Donation Day” by donating an additional $1 dollar to the Make a Wish foundation for every letter donated to Macy’s Santa letter drive. Fifty wishes were granted to children and more than 200,000 letters were collected.

NSF International – Making Safety a Top News Story: NSF developed proprietary research studies on common household germs and food safety study, gaining coverage by mom bloggers and traditional media outlets.

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