NonProfit PR Awards
Judging by the finalists of PR News’ 2010 Nonprofit PR Awards, this has been a banner year for nonprofit communicators. Never mind the slimming of some budgets—that’s just an added incentivefor creative PR professionals to find new ways to connect with target audiences. From the NFL’s “pink” breast cancer campaign to Gibraltar/Pool Safety Council’s determined bid to warn stakeholders of pool drain danger, all the work celebrated here and at our Nonprofit PR Awards luncheon on Nov. 3 at the National Press Club in Washington, D.C., will serve as inspiration for 2011 and beyond.

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Advocacy Campaign & Lobbying

WinnerThe New York Public Library - Don’t Close the Book on Libraries

Honorable Mentions:

  • Canadian Library Association - Maintaining Canada’s Library Book Rate
  • Excellus Blue Cross Blue Shield - Improving Overall End-of-Life Decision Options
  • Fahlgren Mortine Public Relations with Lifeline of Ohio - Changing the Meaning of “Organ Donor” among Motorcyclists
  • National Education Association - Speak Up for Education & Kids Campaign
  • Sunflower Foundation - Clean Air Kansas

Annual Publication

Winner

Legacy Foundation - Legacy Progress Report: The Voices of Change

Honorable Mentions:

  • American Physical Therapy Association - 2009 Annual Report
  • National Screen Institute-Canada - 2009-2010 NSI Annual Report
  • National Shooting Sports Foundation - NSSF’s Annual Review of the Firearms Industry
  • The New York Public Library - Annual Report 2009 - Online
  • NYU Langone Medical Center - Excellence - 2009 Annual Report
  • Peel District School Board - Report to the Community 2009 

Association/Nonprofit Team of the Year

Winner

Kaiser Permanente

Honorable Mentions:

  • Florida Realtors
  • National Shooting Sports Foundation, Inc.

Blog

Winner

SPI: The Plastics Industry Trade Association

Honorable Mention:

  • Kaiser Permanente - Dispatches from Haiti

Branding/Re-branding Campaign

Winner

Ogilvy Public Relations Worldwide Planned Parenthood: “Someone you know...We’re Here”

Honorable Mentions:

  • American Physical Therapy Association
  • National Shooting Sports Foundation, Inc.

Corporate/Nonprofit Partnership

WinnerJiffy Lube International and Cone Inc. 2010 Jiffy Lube Maintenance Partners for Life Campaign

Honorable Mentions:

  • City of Austin, Small Business Development Program - Meet the Lender: A Business Loan Information Fair
  • The Marcus Group Inc. - Restoring Gilda’s Club NNJ Campaign
  • Nyhus Communications on behalf of American Express and the National Trust for Historic Preservation - Partners in Preservation: Saving Seattle Landmarks
  • Zeno Group on behalf of American Urological Association Foundation & NFL - Knowd

Crisis Management

Winner

Pentagon Force Protection Agency Active Shooter at the Pentagon

Honorable Mentions:

  • Bloomington Hospital - H1N1 Communications
  • St. Mary Medical Center/Anne Klein Communications Group - Planning for Pandemic: Communicating Preparedness in the Face of H1N1

Digital PR & Marketing

Winner

National Association of Home Builders NAHB Home Buyer Tax Credit Public Awareness Campaign

Honorable Mentions:

  • American Society of Anesthesiologists & FD - From Lifeline to Online: Anesthesiologists for Vital Health
  • Texas Health Resources - Texas Health Quality Newsletter

Email Newsletters

Winner

AICPA Team Network News

Honorable Mention:

  • National Education Association - NEA Today Express

Event PR

Winner

Kent State University - Commemorating the 40th Anniversary of May 4, 1970,
Shootings at Kent State University

Honorable Mention:

  • Eric Mower and Associates - “Turner to Cezanne” at the Everson Museum of Art
  • Hillsborough County - 2010 Tampa Bay Hurricane Expo
  • Legacy - truth Orange Fall Tour 2009 and Summer Tour 2010
  • The Optical Society of America (OSA) - LaserFest: Celebrating 50 Years of Laser Innovation

Fundraising Campaign

Winner

United Nations Foundation - Send a Net, Save a Life, See a Game

Honorable Mentions:

  • Amethyst Women’s Addiction Centre - Amethyst Track Challenge
  • Synaptic Digital and UNICEF Tap Project - Water for the World

Green PR

Winner

American Society of Landscape Architects/Lady Bird Johnson Wildflower Center at the University of Texas/ U.S. Botanic Garden - The Sustainable Sites Initiative

Honorable Mentions:

  • Kaiser Permanente - Eating Well in Season: Elevating Kaiser Permanente’s Leadership in Sustainable Food
  • Thoma Thoma and Metroplan - Grass Roots: Growing our Green Agenda

Marketing

Winner

Legacy - Truth Tour 2009-2010

Honorable Mentions:

  • CSG/Haggman - Shining Example Marketing Campaign for NYSERDA
  • National Association of Insurance Commissioners (NAIC) - State Regulators on Call: Educating
    Consumers on Health Care Reform

 

Media Relations

WinnerNational Football League - NFL ‘A Crucial Catch’ Breast Cancer Awareness Campaign

Honorable Mentions:

  • Cone Inc. - The American Cancer Society Launches the Choose You Movement
  • Conner Prairie Interactive History Park - 1859 Balloon Voyage Exhibit Launch
  • Jones Public Affairs - CARE Campaign for Breast Cancer Caregivers
  • Recreation Vehicle Industry Association - RV Industry Centennial
  • Smithsonian’s National Museum of American History - Vince & Larry Crash Into the Smithsonian (July 14, 2010)
  • Susan Davis International (SDI) - Susan Davis International Tells the Untold Story of Women Airforce Service Pilots of WWII on behalf of Women In Military Service for America Memorial Foundation

Member and/or Volunteer Campaign

Winner

Jones Public Affairs - Breast Cancer M.A.P. Project

Honorable Mentions:

  • Weber Shandwick for American Airlines – All Aboard the Snowball Express: American
    Airlines Brings Holiday Cheer to Families of Fallen Military
  • Weber Shandwick for American Airlines - Champions for Children: American Airlines Employee Volunteers Campaign on Behalf of UNICEF

PR on a Shoestring Budget

Winner

Smithsonian’s National Museum of American History - Vince & Larry Crash into the Smithsonian (July 14, 2010)

Honorable Mentions:

  • American Society of Landscape Architects, Lady Bird Johnson Wildflower Center at the University of Texas at Austin U.S. Botanic Garden - The Sustainable Sites Initiative
  • Florida Realtors - Florida Open House Weekend
  • Kaiser Permanente - Raising Visibility of Kaiser Permanente Innovation through Media Tours, Pitching & Events
  • National Association of Insurance Commissioners (NAIC) – “The PIO Show Must Go On: Communicating Through Cutbacks” Social Media Webinar
  • REVOLUCION - The Heartbeat of Broadway/El Latido de Broadway
  • SPI: The Plastics Industry Trade Association - NPE2012 Venue Launch

Press Releases

Winner

American Heart Association - 2020: Ideal Health & My Life Check

Honorable Mentions:

  • Cold Spring Harbor Laboratory - High-Yield Tomato Hybrids Pave the Way for Next-Generation Agriculture
  • Go RVing Canada – RVing Great Alternative to Expensive Hotel Lodging at Olympics Tiller LLC/Comfort Zone
  • Camp – Childhood Loss: The Untold Burden

Public Affairs/Issues Management

Winner

Pool Safety Council/Gibraltar Associates - Pool Drain Danger - Raising Awareness, Saving Lives

Honorable Mentions:

  • Vermont Student Assistance Corporation and hmc2 Advertising - VSAC Voices Campaign

Public Service Campaign

Winner

Zeno Group on behalf of American Urological Association Foundation & NFL
Know Your Stats about Prostate Cancer

Honorable Mentions:

  • Fraser Communications – Really Check Yourself
  • Fraser Communications – Teach Me
  • Legacy, Ad Council and YouCast - Become an EX®: National Quit Smoking Campaign
  • Mintz & Hoke Communications Group and Connect-Ability - “See the Ability. See How We Can Work Together”
  • Susan Davis International (SDI) - Employer Support of the Guard and Reserve

Publications

Winner

National Beer Wholesalers Association - The Beer Route

Honorable Mentions:

  • Danbury Health Systems - Vital Signs Quarterly
  • Kaiser Permanente - Hank
  • NYU Langone Medical Center - News & Views - July/August 2010
  • NYU Langone Medical Center - NYU Physician Spring 2010

Social Media Campaign

Winner

Greater Philadelphia Tourism Marketing Corp. - With Love Philadelphia XOXO In mid-2009, the Greater Philadelphia Tourism

Honorable Mentions:

  • American Kennel Club - Meet the Breeds
  • American Physical Therapy Association - Move Forward: Physical Therapy Brings Motion to Life
  • National Education Association - Speak Up for Education & Kids Campaign
  • Orange County Registrar of Voters - Online Voter Information Program

Social Responsibility Campaign

Winner

Tilson Communications - Do Something 101

Honorable Mentions:

  • Bank of America with RF│Binder Partners - Banking on Neighborhoods One at a Time:  Bank of America's Neighborhood Excellence Initiative
  • Peel District School Board - Making My Way 
  • Tiller LLC/Comfort Zone Camp – Childhood Loss: The Untold Burden

Use of Twitter

WinnerThe New York Public Library Twitter Success Through a Coordinated Staffing Model

Honorable Mentions:

  • Kaiser Permanente - Raising Visibility of Kaiser Permanente Innovation through Media Tours, Pitching & Events
  • Malaria No More - #TwitterNets

Video/Podcast

Winner

Institute of Food Technologists (IFT) - 2010 A Day in the Life of a NASA Food Scientist

Honorable Mentions:

  • Bloomington Hospital - We are Bloomington Hospital
  • Kaiser Permanente - Using Flip Videos to Raise Visibility of Health Research in Top Tier Media

Website

Winner

AICPA - Start Here, Go Places Website

Honorable Mentions:

  • Air Transport Association - airlines.org American Physical Therapy Association - moveforwardpt.com
  • American Society for Microbiology (ASM) – MicrobeWorld.org
  • Kent State University – May 4 Newsroom: Online Resource for 40th Anniversary of May 4, 1970, Shootings at Kent State University
  • National Education Association - http:neatoday.org National Screen Institute - Canada (NSI) - nsi-canada.ca
  • NYU Langone Medical Center - NYULMC²