2012 Digital PR Awards: New Site


Winner: APCO Worldwide - Shot@Life Campaign

The UN Foundation partnered with APCO Worldwide to embark on an extensive, research-based brand-building process and launch the Shot@Life Web site in 2012. Shot@Life educates and empowers Americans to champion vaccines as one of the most cost-effective ways to save the lives of children in developing countries with protection against vaccine-preventable diseases, including measles, polio, pneumonia and rotavirus.

APCO’s in-house opinion research and message development firm, APCO Insight®, designed and implemented a multi-phase qualitative and qualitative research program to understand mothers’ primary motivations, interests, barriers and hesitations regarding participation in a domestic advocacy and fundraising campaign.

The UN Foundation previewed Shot@Life in September 2011 in New York City with a select group of thought leaders in global health in coordination with the Social Good Summit, UN General Assembly and the launch of ABC’s Million Moms Challenge, a UNF partner. As part of the campaign’s extensive outreach and online engagement with mommy bloggers, the UN Foundation showcased the campaign’s logo, Web site, infographics and video introduction.

The site features rich, clean graphics, clear calls to action and a wealth of multimedia content, which helps raise awareness of the importance of global childhood vaccines.

Honorable Mentions:

  • American Automobile Association - Safety Knows No Age: Helping Seniors Drive Safer & Longer

  • MilkPEP and Weber Shandwick - The Breakfast Project

  • National Safe Boating Council – BoatOnCourse.com

  • Waggener Edstrom Worldwide - The Shared Learning Collaborative 

Back to the 2012 Digital PR Awards



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