2011 Platinum PR Awards: Community Relations

Winner: Cone Inc. and Jiffy Lube International 2010 Maintenance Partners for Life

In making the connection between maintaining heart health and vehicle health, this cause marketing campaign had seen tremendous success in its first two years of 2008 and 2009. Spearheaded by Virginia Q. Sanchez, manager of communications at Jiffy Lube International, the campaign addresses both business and social objectives: enhancing Jiffy Lube’s reputation as a good corporate citizen, acquiring new customers and building pride among Jiffy Lube franchisees. For 2010, the goal was to raise an additional $1 million for the American Heart Association’s (AHA) Go Red For Women movement—via $3 customer donations. To drive awareness of the initiative, Cone and Jiffy Lube conducted extensive media outreach at the national, regional and local levels for print, TV, radio and online outlets, and targeted key bloggers.

For the first time, Partners for Life featured a microsite that informed visitors where to go to participate and gave them an opportunity to donate online. Other outreach included a Facebook page, radio media tour and an audio news release. Executed from Feb. 1 to March 14, 2010, the campaign raised more than $1.1 million for AHA while garnering 174 million media impressions—up 20% from 2009. —SVC

Fast Fact: The Partners for Life Facebook page saw a nearly 500% increase in fans in 2010 over 2009.

Honorable Mentions:

Coca-Cola HBC Croatia – Our Beautiful Sava: Extending a program launched in 2007, Coca-Cola HBS Croatia extensively promoted live events to raise awareness of conservation and eco-tourism along Croatia’s River Sava.

Cooney/Waters Group, Inc. – Mobilizing Trusted Community Stakeholder and Grassroots Support in Los Angeles to Address Infectious Disease Threat Among Hispanic Adolescents: Community groups, behind high-impact media outreach, helped triple the sales of meningitis vaccines in L.A. County, when compared to the rest of the state.

Foundation for Eye Health Awareness and Weber Shandwick – Think About Your Eyes Campaign Launch: A mix of grassroots, media relations and social media efforts for eye exams resulted in a 17% increase in new patient exams in nine markets.

Ogilvy Public Relations Worldwide and Kimberly-Clark’s Huggies – Helping Diaper “Every Little Bottom”: Bottom line: Nonprofits and consumers donated 3 million diapers, in addition to 22.5 million pledged by Huggies.

RF Binder Partners Inc. – Setting Opportunity in Motion in America’s Communities: Bank of America’s Neighborhood Excellence Initiative: National outreach to community news editors drove the message that BofA helps communities with its business and philanthropic efforts.

Back to the 2011 Platinum PR Awards

Comments Off

Deals of the Week

Get $150 Off PR News' Measurement Conference 

Media Relations ConferenceJoin PR News at the National Press Club on Dec. 11 for the Media Relations Conference, where you'll learn how to tie your media relations initiatives to business goals, use the right metrics to prove the success of your efforts, incorporate social media in a brand crisis and more.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.