2012 Nonprofit PR Awards: Digital PR/Marketing


Winner: Airlines for America and APCO Worldwide – Stop Air Tax Now Campaign

During the fall of 2011, the White House introduced various proposals that would have increased taxes on the airlines and their passengers by $36 billion over the next 10 years. In response, Airlines for America launched a campaign to communicate the issue to its target audiences of Hill staff, airline employees and travelers. A Web site, StopAirTaxNow.com, was launched to educate the public about the impact of the proposed tax, as well as air sickness bags that directly made the point (pictured). From the site, supporters could e-mail the White House and their representatives, or send them tweets. Nearly 21,000 citizens sent more than 150,000 letters to the White House and Congress. On Nov. 21, 2011, the Joint Select Committee on Deficit Reduction ultimately ruled that new taxes on airlines and their passengers were not to be considered. —BM


Honorable Mentions:

Association of America Railroads and SKDKnickerbocker – Digital Marketing in the Crowded D.C. Market: The effort to engage elected officials and policy experts included the weekly release of railroad data for economists and lighter, economy-focused fare like a weekly rail quiz as part of a Facebook campaign.

BC Association of Optometrists and Edelman – BC Doctors of Optometry: Doctors from British Columbia delivered engaging content online, using video and Facebook, to provide patients better access to eye health experts.

The Foundation for Eye Health Awareness and Weber Shandwick– Think About Your Eyes Thursdays with IWearYourShirt.com: A Facebook photo contest and corresponding blogger outreach helped the FEHA encourage consumers to protect their eyes from harmful UV rays.




Comments Off

Deals of the Week

Get $150 Off PR News'Crisis Management Boot Camp

Crisis_Boot_banners_175x135_ep

Join PR News on September 15, 2014, at the historic Yale Club in New York City for an intensive boot camp will put you through the paces of crisis communications to help you avoid, or at least mitigate, the damage that can come to a brand.

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.