CSR Awards: Environmental Stewardship – Marketing Communications, Michigan State University

Campaign: Pack Up. Pitch In. Help Out. 2009

With the goal of making Michigan State University a leader in sustainability, charitable support and environmental stewardship, the marketing communications team at MSU’s Division of Residential and Hospitality Services engineered the Pack Up. Pitch In. Help Out campaign.

Taking place during student exodus at the end of each semester, the program utilized attention-grabbing promotional materials (such as posters and fliers) placed around campus to heighten student awareness about discarding and recycling any unneeded items from their residence halls. Those items would then be donated to local charities or sent for recycling.

“Our greatest challenge was keeping the program’s message in students’ minds to compel them to participate amid the end-of-semester clutter and studying for finals,” says Amanda Vasas, communications manager for the Division of Residential and Hospitality Services. To get the students’ attention, “We employed a well-branded campaign with a concise message through all available communication channels,” which included numerous campus posters and flyers, and e-mails, says Vasas.

The communications team was up to the challenge, as the results were in the bins: Nearly 30,000 pounds of clothing, sheets, blankets and other materials; 2,600 pounds of non-perishable food; and 90,000 pounds of carpeting, among many other categories, were collected in 2009. â– 

Honorable Mentions:

MPR Pazarlama Halkla Iliskiler AS: 81 Forests in 81 Cities —

A strong media relations push kicked off the campaign to plant forests in 81 cities across Turkey on behalf of the country’s top bank, Isbank. Nationwide coverage not only piqued the environmental consciousness among the public, but reinforced the bank’s image as “Turkey’s Bank.”

Questar Exploration and Production: Balanced Development Take a Partnership —

An integrated campaign that includes field tours, traditional and online advertising and community and media outreach helped energy company Questar successfully promote its message of clean environmental practices that limit disturbances to wildlife and the environment.