2012 Nonprofit PR Awards: Public Service


Winner: American Academy of Orthopaedic Surgeons — 2011 AAOS Public Service Campaign: ‘Decide to Drive’

To combat the deadly menace of distracted driving—whether it’s eating in the front seat or texting—AAOS launched and disseminated the findings from a Harris Interactive poll showing the disconnect between what drivers report observing about distracted driving and what they report practicing. A press conference, media tour, outdoor ads and social media outreach have helped the “Decide to Drive” campaign reach a national audience of more than 3.7 million people, and a school curriculum about the dangers of distracted driving was distributed to 10,000 5th and 6th grade classes in fall 2011.

“We had so many great ideas for the distracted driving campaign,” says Sandra Gordon, director of PR for AAOS. “Our challenge came with how my small staff of six mighty PR people could actually make all of these things happen.” The team proceeded to get orthopaedic surgeons all over the country excited about the campaign—the surgeons volunteered to help make something happen in their states and hometowns. The AAOS board of directors also got involved. “Our partners, the Orthopaedic Trauma Association and the Auto Alliance, all helped and volunteered. And, each of us on my mighty staff simply did whatever it took—giving our own time—to make this entire campaign a reality. We are all committed to saving lives and preventing injuries caused by distracted driving crashes.” —SG


Honorable Mentions:

American Academy of Ophthalmology – Want Scary Eyes? The Dangers of Nonprescription Decorative Contact Lenses: PSAs on YouTube and social media press releases timed with Halloween aimed to put a fright into people who are considering wearing decorative contact lenses but are unaware of the health risks.

National Drowning Prevention Alliance and Payton Communications – NDPAPR: National Public Education Program: Beverly Payton, a bereaved parent of a child drowning victim, provided pro bono PR services to the NDPA that helped the nonprofit organization earn a $1.3 million contract from the U.S. Consumer Product Safety Commission.

 



 




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media 20/20 Summit

PRN_summit_ads_175x135_ep

This gathering will feature some key influencers and operators in social media, sharing their knowledge and experience in a full day of eye-opening sessions. You will take away practical knowledge to increase the visibility of your brand and expand its reach on social media.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook

book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

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.