Campaign: N.A.C.H. Family Advocacy Day
Winner: National Association of Children's Hospitals and Related Institutions
In its fourth year, the two-day Family Advocacy Day provides a forum for children and their families to educate members of Congress about the services children's hospitals
provide and the difference they make in their lives, while highlighting public policy issues such as Medicaid and the State Children's Health Insurance Program. For the 2008 event
on Capitol Hill, the objective was to engage the patients' hometown communities in Family Advocacy Day and increase media interest in the stories.
Leveraging Social Media
To heighten audience interest in patient stories, the team launched a blog and a v-log, which recorded firsthand accounts of a parent of a 4-year-old patient as well a 15-year-
old patient, both of whom were being treated at children's hospitals. A chat room (or "Champion's" page) was created for friends and family members of the 2008 Family Advocacy Day
participants to offer support.
Satisfactory Health
The video blog, together with the interview clips, attracted an aggregate total of 1,480 viewers. The Champion's page drew a total of more than 5,300 visits to the site.
Honorable Mentions
Carolyn Grisko & Associates Inc. for Donate Life Illinois - "I am. Are you?" Campaign-- With the hope that 3.5 million Illinois citizens would register as donors, Carolyn
Grisko & Associates Inc. was enlisted to aid the Gift of Hope Organ & Tissue Donor Network to spread the word about its new organ donation registry.
Edelman New York for Yale University's Open Yale Courses--With Edelman driving PR efforts, Yale wanted to attract visitors to its newly launched Web site that offered courses
online. Within the first few months of the site's launch, it received 1.56 million page views.
Fleishman-Hillard, London for P&G Science in the Box - Sustainability in the Home--P&G wanted to communicate its sustainability to stakeholders and consumers via its
Science in the Box Web site. To date, more than 1 million people have accessed information from the site.
UN Foundation for Deliver the Net, UN Foundation's Nothing But Nets Campaign-- To increase donations to provide insecticide-treated nets for malaria prevention in Africa, the
United Nations Foundations added an online viral "Deliver the Net" game to its Nothing But Nets campaign. Online donations doubled as a result.