Winner: Havas PR - When Breast Cancer Is Just the Beginning of the Story
Although a breast cancer diagnosis can seem like the end of a story at first, Havas PR discovered that when people are battling the disease, they are inspired by the tales of other strong people who have fought the same fight.
Working on behalf of Ford’s Warriors in Pink breast cancer marketing effort, in 2012 Havas promoted "Bang the Drum," a 14-minute documentary about Ford's 18-year involvement with breast cancer awareness that features the company's 11 Models of Courage, survivors who model Warriors in Pink products. Viewings arranged in New York City and Des Moines, Iowa, featured Models of Courage sharing their personal story with writers, editors, ad/marketing staff from dozens of top women's magazines.
A separate editor event in June (when magazines are planning their October—Breast Cancer Awareness Month—issues) secured nearly 20 appointments, plus desk-sides and planned pitch follow-up to editors who weren't able to attend. Havas inserted the Ford story in a diverse array of media, from fashion and fitness publications to media industry trade and news outlets.
Celebrities James Denton and Robin Roberts also helped with the cause. To access thousands of social media influencers, Havas focused on blogging conferences across the country. “Bang the Drum” and Warriors in Pink were promoted through sponsored blog posts, Facebook posts and tweets. More than 160 million media impressions were garnered, with coverage from a bevy of print, broadcast and online outlets. —Scott Van Camp
Honorable Mentions:
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RF|Binder - JOHNSON'S Baby Brand Gives Back and Gains Trust
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WWF Singapore & Weber Shandwick - WWF's Earth Hour 2012 campaign: The night that Singapore turned dark in the country's largest environmental event