2013 CSR Awards: Social Media Campaign

Winner: Cohn & Wolfe - Audubon and Toyota’s Exit the Highway

For most people, "National Audubon Society" conjures images of bluejays, owls and sparrows. Cars? Not so much. So when Audubon and Toyota asked for Cohn & Wolfe’s help reaching a broader audience about their commitment to the environment—an initiative called TogetherGreen—they knew it would take a creative narrative to connect the two entities in an authentic way and inspire social media action.

The average U.S. driver spends two weeks stuck in traffic annually. Urban sprawl and daily highway driving rarely take us close to nature. This led Cohn & Wolfe to a campaign centered on an unexpected call-to-action, especially from a car company. It asked America to "Exit the Highway."

By pledging to spend time in nature and submitting photos through numerous digital channels—Facebook, Twitter, Instagram or a mobile-optimized website (#exitthehighway)—participants signaled their support and entered to win a Toyota Prius v. In two months, the campaign drove broad awareness (194 million+ impressions, 2,000+ social posts, 51% more e-mail subscribers, 20% more social fans) and, more importantly, it drove action. Nearly 48,000 people took a pledge to "exit the highway", submitting more than 8,000 photos from the road less traveled. —Bill Miltenberg

Honorable Mentions:

  • DoSomething.org - Pics for Pets

  • Esurance Inc. - Esurance Supports the Trevor Project

  • Ketchum and Rain - Walmart Green Room: Creating a Sustainable Conversation

  • Ogilvy Public Relations for Bristol-Myers Squibb - Use Social Media to Expose Melanoma

  • Univision Communications Inc - Educate! Es el momento 

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