CSR Awards: Nonprofit/Corporate Partnership – Jiffy Lube International and Cone

Campaign: 2009 Jiffy Lube Maintenance Partners for Life

Building on the success of the Jiffy Lube Maintenance Partners for Life campaign in 2008, Jiffy Lube International launched year two of the company’s national cause marketing; its objective was to raise more money ($1.5 million) than was raised in 2008 and within a shorter time period.

A Study in Synergy

The 2009 campaign solicited customers to donate $3 to the American Heart Association’s Go Red For Women movement. One hundred percent of the funds would benefit GRW initiatives and, in return, customers would receive a Jiffy Lube savings book with more than $100 in savings, as well as health tips and healthy recipes. Key components of the program, which ran from Jan. 28, 2009, to March 16, 2009, included a microsite (jiffylubegoesred.com), media outreach at the national and local level, a radio media tour highlighting heart health and how the campaign helped raise awareness for GRW and local community events.

Mission Completed

The 2009 Jiffy Lube Maintenance Partners for Life program surpassed the initial goals set. Overall, $1.4 million was raised in six weeks, a 30% increase from the previous year and in 33% less time than in 2008. Also, more than 146 million media impressions were generated, a 62% increase in impressions from 2008. ■

Honorable Mentions:

Doral Bank: Ruta Pink (The Pink Route)

Using a pink-colored mobile clinic and a multi-platform campaign including print, radio, TV and online, the education effort resulted in increased breast cancer awareness and more than 2,500 mammograms for women in Puerto Rico.

West Penn Allegheny Health System (WPAHS): All Great Athletes Have Great Hands —

Providing educational assemblies, hand sanitizers, engaging presentations and posters, the Allegheny Health System executed a powerful campaign that educated more than 1,600 students about the importance of hand washing.

March 1, 2010