CSR Awards: Cause Branding Campaign – Nickelodeon

Campaign: The Big Green Help

On Earth Day 2008, Nickelodeon launched The Big Green Help, an environmental initiative that provides information and tools to help explain climate change to kids and connect them to “Earth-friendly” activities in their everyday life. The goal was to empower an entire generation of kids with a voice and a call-to-action to take care of their planet.

The Name of the Game

A key tactic used to flesh out the campaign was leveraging online gaming as a catalyst to educate and inspire action; it was also used as a way of translating complex environmental issues into something simple and tangible for kids. Rallying the support of such organizations as Girl Scouts USA, Walmart and National Wildlife Federation, Nickelodeon hosted The Big Green Help Global Challenge, a green gaming event that allowed up to four players from around the globe to team up and play as their favorite Nick Toon character to battle environmental ills created by pollution­­­­.

Green Is Good

The campaign turned out to be a rousing success, amassing over 250 million media impressions. Nickelodeon attracted 11 key environmental and community partners, while over 2 million kids pledged at the campaign’s site, www.biggreenhelp.com, to reduce their carbon footprints. ■

Honorable Mentions:

eBay Inc.: eBay Giving Works

Expanding Our Community’s Impact

EBay’s “Give At Checkout” feature, which asks online customers to give to a featured charity, raised nearly $5 million in 12 months and engaged millions of new donors.

Taylor: Ask.com Safe Search Schools

The campaign raised awareness of Internet safety for parents and their children; exceptional participants were recognized with a $10,000 donation to a school’s technology department.

KOC Holding: Vocational Education—A Crucial Matter for the Nation

Expanding awareness of the importance of vocational education in Turkey via ambitious media outreach, KOC increased vocational high school registrations while decreasing student dropout rates.

March 1, 2010