2013 CSR Awards: Community Affairs


Winner: California Milk Advisory Board with Ketchum - Real Seals Mean Milk Money for Schools

In California, the No. 1 dairy state, you'd expect local schools to serve local milk. But several suppliers to Southern Californian schools were serving milk from neighboring states. For the California Milk Advisory Board (CMAB), representing more than 1,600 dairy farmers, this was about pride and economics— a pride further wounded when celebrity chef Jamie Oliver crusaded to ban chocolate milk from Southern California schools.

Working with Ketchum, CMAB designed a program to turn parents, kids and teachers into California milk evangelists. The Real Seal Appeal campaign offered a chance for participants to win up to $1.4 million in cash, books and prizes for their schools. To win, they needed to buy milk at retail, collect the Real California Milk Seals found on products and hand these seals to their teachers. A partnership with school media publisher Scholastic, helped spread the word—along with coverage on local TV, radio, print, blogs, Facebook and Twitter.

Within 90 days, nearly 100,000 seals were collected. Beyond renewed pride in locally produced milk, the campaign prompted one of Southern California's largest milk processors and school suppliers to switch to Real California Milk, enabling the schools they serve to participate and providing CMAB with an education opportunity. Coverage included 40 influential blog posts (3 million impressions) and 3.6 million impressions from views of Scholastic's customized online program hub. In addition, familiarity with Real California Milk Seal increased from 55% to 64%. —Scott Van Camp


Honorable Mentions: 

  • Astro Malaysia Holdings Berhad - Astro Hostel Project

  • AT&T with Fleishman-Hillard - “It Can Wait” No Texting While Driving 2012 Movement

  • Hampton Hotels - Save-A-Landmark Reaches Milestone of Preserving Historical Landmarks in all 50 US States

  • Microsoft Corp. - Microsoft YouthSpark

  • MondelÄ“z International - Health in Action

  • Nicola Porter Novelli - Right to Read for OTP Bank

  • rbb Public Relations - Home2 Suites by Hilton 
     

Back to the 2013 CSR Awards




Comments Off

Deals of the Week

Get $150 Off PR News' Media Relations Conference

 media_relations_banners_180x150_ep

Join us on December 11, 2014, for PR News’ essential Media Relations Conference, taking place at the National Press Club in Washington, D.C. You'll learn from top PR professionals how to amplify your organization’s messages through positive coverage in traditional media and through your own branded content initiatives.

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.