2012 Nonprofit PR Awards: Annual Publication/Brochure

Winner: NYU Langone Medical Center NYU Cancer Institute 2010/2011 Report

To reinforce the fast-rising national leadership role of the NYC Cancer Institute, its communications team strived to create a report that stood out from the rest. To do so, six stories of cancer discovery were selected that best reflected the breadth, depth and scope of the institute both as a cancer center and as a leading academic medical center. The challenge: to convey complex and emotionally charged content in a way that was engaging, compelling and accessible to multiple audiences.

“By staying focused on the central theme of eliminating the burden of cancer, we sought to engage the reader by weaving together several carefully chosen stories of discovery,” says Lourdes Torres, marketing manager at Langone. This innovative approach resulted in a powerful communications tool that has helped differentiate the NYU Cancer Institute from other cancer centers. —SVC

Honorable Mentions:

CanCare Inc. – Celebrating 20 Years of Hope, Annual Report 2010: CanCare blended its annual report and lifetime report into one, highlighting the seriousness of its cancer services yet mixing in a celebration of 20 years of serving people.

Houston Public Library Foundation – The Library is free/The Library is freedom: To make for a powerful introduction that would draw the reader into the report, a cover was designed to convey the many forms of freedom.

Legacy – Celebrating a Decade of Longer, Healthier Lives: Legacy 2010 Progress Report: To highlight Legacy’s accomplishments, the PR team worked with internal departments to tell stories involving grassroots activists, researchers, donors and public health advocates.

The Lifetime Healthcare Companies and Roberts Communications Inc. – The Lifetime Healthcare Companies 2010 Annual Report: Partnership stories highlighted the company’s collective efforts to make a difference in the communities it serves, while being good stewards of the premium dollars Lifetime manages.

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