2009 Platinum PR Awards: Pro Bono Campaign—Coyne PR & CFBNJ

We Can’t Let This Bank Fail

Community FoodBank of New Jersey (CFBNJ) is the state’s largest food bank, feeding 500,000+ residents annually with 23 million pounds of food. In the midst of the recession in 2008, CFBNJ faced a 30% increase in demand at the same time that donations plummeted, leaving the organization with little hope.

Enter Coyne PR. Upon hearing of CFBNJ’s plight, the agency stepped in to offer pro bono services aimed at getting the food bank back on its feet. Among the strategies: Positioning the CEO as a leading voice on hunger issues in NJ, issuing a “Blogging Out Hunger” call to action and leveraging social media to put readers within one click of donating food on CFBNJ’s site.

Thanks to the agency’s in-kind efforts, CFBNJ collected more than $200,000 in donations in just three months, giving it the financial boost it needed to keep food on the tables of the state’s hungriest residents. â– 

Honorable Mentions:

DCI Group & Stafford Foundation: The People’s Inaugural Project—DCI Group increased awareness of the Stafford Foundation’s anonymous purchase of the JW Marriott’s premier $1 million inaugural package, which provided an opportunity to disadvantaged Americans to attend Obama’s inauguration.

Qorvis Communications & YouthAIDS: Power of Music—Qorvis Communications made YouthAIDS’ 2008 Gala the largest single fundraising event, giving the organization a bigger footprint among policymakers and raising $1.2 million to fight the spread of HIV/AIDS.

Unique Image & ALO Cultural Foundation: The Miracle of Hussein—The campaign challenged the medical community to find a solution to 8-year-old Hussein Balhas’ severe medical conditions, ultimately getting the boy $400,000 in surgeries that were performed pro bono.