Winner: Barefoot Wine, Surfrider Foundation and Hunter Public Relations — Barefoot Wine Beach Rescue Project
In summer 2011, Hunter PR, working with Surfrider Foundation, hosted four large-scale events and 17 smaller-scale events in which volunteers cleaned up U.S. beaches and shorefronts. At each event, volunteers who want to make an impact on their local coastline gather under Barefoot Wine and Surfrider Foundation tents, where they sign in and receive supplies for a safe cleanup. Following each cleanup, they deposit their bags, pose for a group shot and are invited to an appreciation celebration at a nearby venue.
The events garnered 117 million impressions and garnered positive press for Barefoot Wine in the process. In all, 1,400 volunteers helped clean up coastlines.
“An important goal is consumer engagement, and we rely on volunteers in each community to join us in keeping America’s beaches ‘barefoot friendly,’” says Gigi Russo, partner, Hunter Public Relations. “Picking up trash along the shores isn’t necessarily the most glamorous experience, so we focus on making the entire cleanup fun and memorable. We work closely with the Surfrider Foundation to raise awareness about the need for cleaner, healthier beaches and get people interested in lending a hand. We reward volunteers by toasting their good deeds with an intimate celebration complete with a sampling of Barefoot Wine & Bubbly, local food and live music." —SG
Honorable Mention:
The Coalition for Pulmonary Fibrosis CPF – Daughters of Pulmonary Fibrosis: Working with no funding, this offshoot campaign of the Coalition for Pulmonary Fibrosis attracted 200 women members to raise awareness and funds —$100,000 so far—to fight this terminal disease.