CSR Awards: Media Relations – Office Depot Foundation

2009 National Backpack Program Media Relations Campaign

To increase awareness of its National Backpack Program, in existence since 2001, the Office Depot Foundation, the primary charitable arm of Office Depot, set out in 2009 to launch a media relations program focusing on the distribution of nearly 300,000 backpacks containing school supplies to nonprofits and schools in the U.S. and Canada.

Winning Distribution

To distribute the 300,000 backpacks, the foundation launched 25 “Back-to-School Backpack Celebration” events across the U.S. and Canada involving local government officials, school district reps and nonprofits. Five of the presentations featured NASCAR champion Tony Stewart.

Media outreach was directed toward print (both local and national), broadcast and online audiences. Materials included national and community-based press releases and an online press kit.

End Game

From July 1 through Oct. 31, 2009, the program garnered 104.8 million impressions, including articles in The Washington Post and Wall Street Journal Online.

“The most valuable lesson learned was the importance of telling the story about the impact that the backpacks made [in students’ lives],” says Mary Wong, president of the Office Depot Foundation. ■

Honorable Mentions:

Philadelphia Multicultural Affairs Congress: Global Fusion Week —

An aggressive PR and marketing campaign generated more than $559,719 in total media value for the Global Fusion Week and Festival.

Inkhouse Media + Marketing: Elevating Raytheon’s MathMovesU to the National Stage —

Using traditional PR tactics along with a strong social media component, Inkhouse gained mass consumer awareness and industry recognition for the MathMovesU program.

Remarkable Group: Cash Converters—Making Dreams Come True —

With strong press outreach and through a successful series of charity fundraising events that raised more than $150,000 in 2009, Remarkable Group moved the awareness needle for Cash Converters to a national level.

Taylor: Allstate AFCA Good Works Team —

Heightening awareness of Allstate’s involvement in college football via the media and spokesperson Lou Holtz, Taylor drew a record number 106 nominees for the 2009 Good Works Team.

West Penn Allegheny Health System: High School Student Surgical Observation —

Allegheny General Hospital hosted more than 50 groups of students from 30 schools through a media relations campaign targeting administrators, students and their parents.

Siemens Foundation with Weber Shandwick: Beyond the Classroom—Siemens Foundation in the Spotlight —

Consistent coverage in print, online and broadcast helped increase the total audience for the Siemens Teacher Scholarships campaign by 767%.

Cartoon Network: Get Animated —

Capitalizing on National Recess Week, with promotion through national, regional and local media, Carton Network raised awareness of childhood obesity by having kids participate in exercise programs.

March 1, 2010