2011 Platinum PR Awards: Research & Measurement

Winner: Ogilvy Public Relations Worldwide and Kimberly Clark’s Huggies – Helping Diaper ‘Every Little Bottom’

One in three American mothers and one in five Canadian mothers struggle to afford to buy enough diapers for their babies. Consequently, they have been forced to cut back on other basic needs to ensure their babies have the right amount of diapers. These dire circumstances only came to light after a survey conducted by Ogilvy PR and Huggies on the scope and impact of diaper need in North America. Recognizing an opportunity to create a sustainable solution to this problem, Huggies developed the “Every Little Bottom” campaign. In a span of six months, the campaign united food banks, eight nonprofits and consumers to donate 25.5 million diapers—the equivalent of diapering 8,500 babies eight times a day for an entire year. Due to its success, Huggies plans to expand the program throughout 2011. —SP

Fast Fact: The study surveyed a sample of 2,500 mothers with children up to 4 years old; it was conducted over the phone in English, Spanish and French.

Honorable Mentions:

Euro RSCG Worldwide PR – Championing Eye Health Education with the 2010 Employee Perceptions of Visions Benefits Survey: Euro RSCG conducted a survey to measure visions benefits perceptions among full-time U.S. employees. The results were featured in five of the six targeted HR publications, creating 1.7 million trade impressions.

KD Paine & Partners – SAS: KD Paine created a dashboard that enables SAS to monitor social media mentions and measure where the company stands against its competitors. The data is quantified in terms of perception and visibility, instead of simple regurgitation of social media mentions.

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