2011 Platinum PR Awards: Wow! Award


Winner: Centers for Disease Control & Prevention – Preparedness 101: Zombie Apocalypse

In 2010, the CDC took a very different spin on its usual personal safety message about preparing for any emergency—hurricanes, tornados and even a Zombie Apocalypse—all for $87 in stock photography. On May 16, 2010, a blog post described what to include in an emergency kit and how to develop a plan to find shelter from or floods, tornadoes—or zombies. The message was posted to Twitter and Facebook and quickly went viral, as 30,000 visitors crashed the blog site by May 18. A media evaluation estimated a reach of 3.6 billion combined viewers, in part thanks to national and international media coverage. —RD


Honorable Mentions:

Barb Clapp Advertising & Marketing – FOP/IAFF Billboard: To raise awareness on slashed benefits for police and firefighters, BCA&M set up a billboard stating: “Welcome to Baltimore, home to a Mayor and City Council who turned their backs on our Police and Firefighters.”

Cone Inc. – Yesterday’s News Do-Gooder Design Challenge: Cone found a way to combine cat litter, newspapers and fashion through a challenge celebrating cat owners who make green choices for their cats and homes.

Deloitte – Greening the Next Generation: Launched on Earth Day 2010, the Next Generation Web site helped spread the green message, and a YouthEco event united 600 young people worldwide.

Deloitte – Planet Saver Programs: The Planet Saver initiative encourages Deloitte employees to swap screensavers, thereby cutting energy consumption.

GE – GE ecomagination “Powering the Grid”: Created to find and fund clean energy ideas, GE’s ecomagination Challenge—held in clean-tech savvy San Francisco—generated 4,000 ideas over 10 weeks.

Henson Consulting – “Hearts in Bluhm” in Chicago in February 2011: Northwestern Memorial Hospital’s Bluhm Cardiovascular Institute teamed up with Henson Consulting to educate consumers about the prevention and treatment of cardiovascular disease.

KRAFT Macaroni & Cheese – Project CHEDDAR EXPLOSION: The Launch of KRAFT Macaroni & Cheese CHEDDAR EXPLOSION: With Kraft looking for an “explosive” campaign, Hunter PR aligned the product launch with another “explosive” event—the implosion of the Dallas Cowboys’ Texas Stadium.


Back to the 2011 Platinum PR Awards




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Summit with Taste of Tech

prn_ms_175x135_ep

Unlike other conferences, you’ll be immersed in the strategies and tactics that you can apply right away to your work as a communicator. You’ll learn what it takes to compete for attention, engagement and positive brand awareness across an array of social media networks.

Use code “150off” at checkout.

Get $50 off PR News' Digital PR & Social Media Guidebook

DigitalPRSocialMedia_PrintDigital_vol6

This guidebook has one essential purpose: helping you maximize your communications effectiveness in the digital world. The articles in this guidebook produced both by the PR News staff and more than fifty communications industry thought leaders, focus on most every facet of digital PR and social media.

Use code “DIGITAL6” 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.