United Nations Foundation - Inaugural Girl Up ‘Unite for Girls’ Tour
The United Nations’ 2010 nationwide Girl Up tour aimed to empower girls in the U.S. to raise awareness and funds for the hardest-to-reach girls in developing countries. Showcasing interactive educational activities at schools and girls clubs across the U.S., the tour was highlighted by a signature component, the Girl Up Pep Rally, which taught U.S. students the hardships of girls in Ethiopia, Guatemala, Liberia and Malawi. Armed with this information, the students then learned how they could take real action to help them. Leveraging the Twitter presence of individual Girl Up advocates like Queen Rania, Ivanka Trump and Victoria Justice, the foundation reaped maximum digital exposure for the tour. Over five months, more than 10,700 people took part in the initiative.
Honorable Mentions
American Heart Association – 2010 Scientific Sessions Chicago: The AHA’s 15 PR pros wrote 27 news releases, 52 news tips and set up interviews for 300-plus journalists for the heart health conference.
Dentsu Communications – Siemens Competition in Math, Science & Technology: To promote the competition, Dentsu distributed custom press releases on the 94 regional finalists.
Legacy – Truth Orange Summer and Fall Tours 2010: The smoking prevention tour tweeted to teens and the media while on the road, garnering more than 10 million impressions.
The Marine Toys for Tots Foundation – Blue Angels on a Mission for Toys for Tots: With the Fat Albert cargo plane acting as Santa’s sleigh, Toys for Tots’ media campaign around the flights resulted in 3 million TV, print and online impressions.
SPI – The Plastics Industry Trade Association: NPE 2012 Space Draw: Press releases, online sales videos and a social media presence helped the plastics association sell exhibit space and promote its signature event’s move to a new venue.
Tierney on Behalf of Fox Chase Cancer Center – 50th Anniversary of the Philadelphia Chromosome: Dawn of Personalized Medicine: Tierney personalized a challenging topic by telling the story of a cancer survivor impacted by the discovery of the chromosome. Pretzels made in the form of chromosomes sealed the deal with national media.