PR News celebrated the winners and honorable mentions of its 2014 Nonprofit PR Awards at the National Press Club in Washington, D.C. on Feb. 26, 2014. Together, these people and the campaigns they created represent the finest work in the nonprofit communications area. (See full profiles of all the winners.)
2014 NONPROFIT PR AWARD WINNERS AND HONORABLE MENTIONS
Advocacy Campaign and Lobbying Efforts
Winner: Weber Shandwick on behalf of the National Women's Law Center - This is Personal
Weber Shandwick created this campaign for the National Women’s Law Center to educate women on the status of their reproductive rights, resulting in more than 30,000 letters being sent to Congress, and passage of legislation to extend healthcare options for women in the military.
Honorable Mentions:
- Airlines for America - Don't Ground America Campaign
- Consumer Electronics Association - I Am Innovation
- Impact Public Affairs - A Victory for Veterans: A Twelve Month Campaign with 100% Results
- Proof Integrated Communications - Moving America Out of the Red: Fix the Debt's Campaign to Build a Groundswell of Support for Reducing the National Debt
- The Partnership at Drugfree.org - Stop Urban Outfitters from Promoting Rx Drug Abuse
Annual Publication or Brochure
Winner: Consumer Electronics Association - CEA 2013 Sustainability Report
The CEA’s 2013 Sustainability Report neatly summarized green and sustainable practices in the consumer electronics industry and exceeded the organization’s goals for earned media and distribution.
Honorable Mentions:
- APCO Worldwide and Yunus Social Business
- 2012 ASCD Annual Report
- 2013 CropLife America Annual Report
- 2012 PATH Annual Report – Innovation in motion
- Silicon Valley Community Foundation - Investing in the Common Good, Financial Report 2012
- Sutter Health 2012 Online Annual Report
Branding/Re-Branding
Winner: Health Partners Plans - Doing It Right
Eager to differentiate itself as a family of brands in the healthcare marketplace, Health Partners Plans’ rebranding efforts led to increased engagement across all its products and the fastest growing children’s health insurance plan in the region.
Honorable Mentions:
- LeadingThinkers/BFM Creative on behalf of Texas Torah Institute's 10th Anniversary Fundraising Video
- Neathawk Dubuque & Packett - It's the Time of Our Lives Rebranding Mountain Lake Lodge
- Three Square Food Bank's Bag Childhood Hunger Campaign
Corporate/Nonprofit Partnership/s
Winner: Charles Schwab Foundation and Boys & Girls Clubs of America - Money Matters Music Mogul
The Charles Schwab Foundation and Boys & Girls Clubs of America successfully used a hip-hop song contest to promote financial literacy among the nation's teenagers.
Honorable Mentions:
- The Healthy Weight Commitment Foundation and Discovery Education's Together Counts Program
- Henson Consulting - PHILADELPHIA “Share Our Story, Share Our Strength”
- Honeywell Hometown Solutions - Honeywell Educators @ Space Academy by HHS and USSRC
- The Power of Us: Porter Novelli and Junior Achievement of Georgia Unite for Common Goal
- Volunteers of America - The Home Depot Foundation Partnership
Crisis Management
Winner: Airlines for America - Don't Ground America Campaign
Airlines for America mounted a successful effort to stop unnecessary flight delays resulting from air traffic control furloughs, engaging airline carriers, employees and the media and resulting in legislation that effectively ended the furloughs.
Honorable Mentions:
- NYU Langone Medical Center Responds to Unprecedented Natural Disaster in NYC
- World Vision – Superstorm Sandy
Digital & Social Media Excellence
Winner: Alembic Health Communications - Taking Flight on Twitter to Increase Meningitis Awareness & Engage Stakeholders in Prevention
The National Meningitis Association (NMA) exponentially expanded its Twitter following and increased its message reach and delivery capacity by implementing a carefully planned and managed system to broaden and enhance its content.
Honorable Mentions:
- CropLife America - @CropLifeAmerica
- Longwood Gardens - Go Beyond the Garden Gates
- Lymphoma Research Foundation - Blood Cancer Awareness Month Campaign
- Neathawk Dubuque & Packett - It's the Time of Our Lives Rebranding Mountain Lake Lodge
Employee/Internal Communications
Winner: Allstate Insurance Company - Giving Campaign – What do you heart?
The Allstate Giving Campaign met its challenge with a surround-sound communications package, which featured an e-card that could be personalized with coordinators’ photos and charities of choice and then sent to Allstate employees and agency owners for them to make a pledge and then pass it on.
Honorable Mentions:
- Kaiser Permanente - Living Our Brand
- U.S. Postal Service - Superstorm Sandy: How Postal Employees Restored Sense of Normalcy
Event PR
Winner: U.S. Holocaust Memorial Museum 20th Anniversary National Tour & Tribute
The U.S. Holocaust Memorial Museum celebrated its 20th anniversary with a two-day National Tribute in Washington, D.C., and a four-city National Tour, securing 654 print and broadcast media placements.
Honorable Mentions:
- Nasher Sculpture Center - Nasher Xchange
- NYU Langone Medical Center Celebrates Hurricane Babies First Birthday
- Pollock Communications - ASH and Hypertension Research Awareness Campaign
- SelectHealth - Select 25
- St. Vincent de Paul Society - Vinnies CEO Sleepout
- U.S. Small Business Administration - 50th Anniversary, National Small Business Week 2013
- Volunteers of America - After the Uniform “Facing the Invisible Wounds of War”
- Weber Shandwick on behalf of ExxonMobil - Mickelson ExxonMobil Teachers Academy
External Publication or Report (online or print)
Winner: American Cleaning Institute 2013 Sustainability Report
The American Cleaning Institute faced a challenge with its Sustainability Report: many ACI members issue their own sustainability reports and don’t contribute data to ACI’s report. An online flipbook of 32 profiles from the 2013 report illustrating how ACI members demonstrate sustainability has led to a 25% increase in the number of companies who are submitting metrics.
Honorable Mentions:
- Office Depot Foundation - "Connecting the Dots..." The 2012 Office Depot Foundation Report to the Community
- Prospectors & Developers Association of Canada’s Core Magazine
- The American Association for Cancer Research - Cancer Today
- United Way Toronto - It's More than Poverty: Employment Precarity and Household Well-Being
Fundraising
Winner: SparkFarm and Communities Foundation of Texas - North Texas Giving Day Raises $25.2 Million in 17 Hours
SparkFarm helped client Communities Foundation of Texas surpass its goal of raising more than $20 million on its 2013 North Texas Giving Day by teaching an army of 1,300 nonprofits the art of integrated, on-message marketing.
Honorable Mention:
- AARP Foundation - "Ride with Jeff Gordon"
Green PR/Marketing
Winner: Consumer Electronics Association - GreenerGadgets.org
The Consumer Electronics Association’s GreenerGadgets.org campaign encouraged energy efficiency efforts and electronics recycling drew 31 earned media hits, over 250,000 unique visitors to the site and over 650,000 page views.
Honorable Mention:
- American Cleaning Institute 2013 Sustainability Report
Marketing
Winner: Asian Art Museum - Operation: Lost Warrior
The Asian Art Museum’s Operation: Lost Warrior generated awareness for the museum through an interactive search for an ancient Chinese Terracotta Warrior lost on the streets of San Francisco.
Honorable Mentions:
- American Society for Aesthetic Plastic Surgery - Knowledge is a Beautiful Thing
- Center for Audit Quality - CAQ Main Street Investor Survey
- Fahlgren Mortine and Donate Life Ohio and the Ohio Department of Health’s Second Chance Trust Fund - Many Faces and Many Myths of Organ Donation
- Silicon Valley Community Foundation - "Vision" advertising campaign
- U.S. Holocaust Memorial Museum 20th Anniversary National Tour & Tribute
Media Relations
Co-Winner: The Heart Rhythm Society and BRG Communications - Arrest the Risk: Raising Awareness of Sudden Cardiac Arrest in African Americans
The Heart Rhythm Society and BRG Communications raised awareness of sudden cardiac arrest by developing a multi-tiered media strategy that included pitching key media outlets, driving traffic to the campaign website and engaging top physicians and thought leaders in the community.
Co-Winner: NYU Langone Medical Center Responds to Unprecedented Natural Disaster in NYC
The NYU Langone Medical Center expertly leveraged its communications staff to control messaging during Hurricane Sandy to prevent the spread of misinformation, communicate facts with the public and protect the organization's reputation.
Honorable Mentions:
- Coyne Public Relations - Breastcancer.org: Stepping Up and Stepping Out
- Global Strategy Group - Scouts for Equality: The Campaign to End Discrimination Against Gay Scouts
- Nasher Sculpture Center - Nasher Xchange
- PadillaCRT and the American Physical Therapy Association - Top 10 Fittest Baby Boomer Cities
- Pollock Communications - ASH and Hypertension Research Awareness Campaign
- Scott Circle - 2013 Castleton Festival Media Campaign
PR on a Shoestring Budget
Winner: Weber Shandwick on behalf of Reboot - Taking a Tech Detox: National Day of Unplugging
Weber Shandwick’s campaign for Reboot’s National Day of Unplugging encouraging people to take a day off from the Internet drew over 600 million media impressions.
Honorable Mentions:
- Canadian Dental Hygienists Association - Sports Mouthguards: Putting More Bite into Injury Prevention
- Global Strategy Group - Scouts for Equality: The Campaign to End Discrimination Against Gay Scouts
- Pollock Communications - ASH and Hypertension Research Awareness Campaign
- Uniomedia Communications - Szuno - Our Dreams: A Support Campaign for the Development of Mostly Roma Kids and Their Families in East Hungary
- Webster University - In the Heart of Football Country, a Different Kind of Champion
Public Affairs/Issues Management
Winner: SKDKnickerbocker - The Opportunity for Historic Change: Respect for Marriage Coalition and Building National Support for Marriage Equality
SKDKnickerbocker’s campaign for the Respect for Marriage Coalition helped the coalition’s nationwide effort to communicate its message for marriage equality.
Honorable Mentions:
- Global Strategy Group - Connecticut Community Providers Association: Save Our Safety Net Campaign
- Proof Integrated Communications - Moving America Out of the Red: Fix the Debt's Campaign to Build a Groundswell of Support for Reducing the National Debt
Public Service
Winner: Schmidt Public Affairs/DaVita - Alonzo Mourning & George Lopez Team Up for Kidney Disease Awareness
To raise awareness about kidney disease and encourage preventative treatment, Schmidt Public Affairs and client DaVita teamed up with NBA All-Star Alonzo Mourning and comedian/actor George Lopez--both kidney transplant survivors.
Honorable Mentions:
- National Association of Broadcasters - OK2TALK: Giving Youth a Voice to Discuss Mental Health
- Ogilvy Public Relations - CDC's Screen for Life: National Colorectal Cancer Action Campaign
Social Responsibility
Winner: Office Depot Foundation - "Be The Difference. Speak Up Against Bullying" Program
In the spring of 2013, Office Depot pledged to give $1 million from the sale of products to the Office Depot Foundation for the creation of an anti-bullying educational campaign, in which they partnered with British pop band One Direction.
Honorable Mentions:
- The Allstate Foundation and Zeno Group - The Allstate Foundation Purple Purse
- Artemis Medical Society - We Are Doc McStuffins Campaign
- Luquire George Andrews - Goodstock: 24 Hours of Great Work for Good Causes
- PACO - Cross Cultural marketing - Héroes y Heroínas por la Esperanza, Gift of Hope
- SelectHealth - Select 25
- SKDKnickerbocker - The Opportunity for Historic Change: Respect for Marriage Coalition and Building National Support for Marriage Equality
- Wagons Ho Ho Ho
Video and/or Podcast Program
Winner: National Association of Broadcasters - OK2TALK: Giving Youth a Voice to Discuss Mental Health
The National Association of Broadcasters paired an authentic, unscripted PSA campaign with an online community of support to bring attention to the issue of mental illness among young adults.
Honorable Mentions:
- APCO Worldwide - Yunus Social Business
- LeadingThinkers/BFM Creative on behalf of Texas Torah Institute's 10th Anniversary Fundraising Video
- NYU Langone Medical Center - Powered by Our People
Website
Winner: American Society for Aesthetic Plastic Surgery - Knowledge is a Beautiful Thing.
The ASAPS’s website, www.smartbeautyguide.com, was designed to inform consumers about plastic surgery and position the organization and its members in the aesthetic surgery space. The site generated over 5,000 visits in its first 4 weeks and the Smart Beauty Guide’s Facebook page has an average total post reach of 63,000 per week.
Honorable Mentions:
- 2013 CropLife America Annual Report Microsite
- JPA Health Communications - Rebuilding Melanoma.org
- Longwood Gardens
Nonprofit Team of the Year
Winner: NYU Langone Medical Center
The NYU Langone Medical Center expertly leveraged its communications staff to control messaging during Hurricane Sandy to prevent the spread of misinformation, communicate facts with the public and protect the organization's reputation.
Honorable Mentions:
- Consumer Electronics Association
- CropLife America
- National Industries for the Blind
Read in-depth profiles about the winners here.
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