2011 Digital PR Awards – New Site

Winner: American Automobile Association (AAA) – Keys2Drive – Teen Driver Safety

TeenDriving.AAA.com was launched in fall 2010 just prior to Teen Driver Safety Week with the goal of establishing AAA’s position as the leading source of credible and trusted teen driver safety information and expertise. Through evidence-based research in conjunction with the National Institute of Health, AAA recognized that early parental involvement is critical in developing safe and prepared teen drivers. As such, PR and digital marketing targeted parents as the primary audience. The Keys2Drive site’s launch was supported through traditional media outreach, paid digital media and social media promotions to reach the right online communities. —BM

Honorable Mentions

Adfero Group – 4K for Cancer: To help the nonprofit org consolidate its Web content for its summer bike rides program, Adfero created a central hub where stakeholders could learn more.

Baylor Health Care System – Sammons Says: Viewpoints on Cancer Prevention, Treatment and Research: Baylorhealth.com is driven by team of bloggers that creates content with a “just-in-time” and “here’s what you need to know” viewpoint.

Impress Labs – SAFC Live: The chemical and life sciences organization delivers key messages to lab managers, chemists and scientists via SAFC Live.

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