Campaign: CEO Challenge: Race Against the Mayor
Winner: Amethyst Women's Addiction Centre and Impact Public Affairs
In anticipation of its annual fundraiser, the Amethyst Women's Addiction Centre partnered with Impact Public Affairs to plan a corporate track-and-field challenge with hardly
any budget. The solution: Capture the attention and participation of the local business community.
The effort centered on what the team dubbed the "CEO Challenge," in which local business leaders raced Ottawa's incoming mayor, Larry O'Brien, down the busiest street in the
city's business district. Timed to happen on June 5, 2008, at noon, the team pinned its messaging on O'Brien's campaign commitment to "run the city on a more business-like basis"-
-literally.
The effort had major impact thanks to robust PR, proving that big payoff doesn't require big budgets.
Honorable Mentions
Seattle City Light for Skagit River Cleanup--Seattle City Light staged the 3rd annual Skagit River Cleanup in 2008. More than 30 employees
helped collect 3,600 pounds of trash.
Energy Education Council for "Teach Learn Care"--The EEC increased awareness around electrical safety by connecting the cause with emotional messaging about the possibility of
losing a loved one. The PSA drove Web traffic to 1.3 million visitors in the month following the launch.
Deveney Communication for "Only in Louisiana: A Celebration of Music, Culture and Business"--The PR team brought Louisiana positive publicity by using the buzz around Grammy
week in LA to showcase the state's culture and opportunities.