2009 PR News CSR Awards, Honorable Mentions: Cause Branding Campaign


321 Takeoff Inc ­ LexisNexis Online Brand

LexisNexis approached Takeoff Inc in search of a new image, wanting to emphasize their social responsibility with equal significance as their value to their customers. The campaign mobilized around an initiative called Rule of Law‹that no one is above the law. Takeoff redesigned the LexisNexis site to emphasize their cosmopolitan approach.

Ketchum ­ Häagen-Dazs loves Honey Bees: Let's Lick This Problem

Responding to the recent Colony Collapse Disorder affecting honey bees, Häagen-Dazs created a new flavor with bee logo packaging to alert consumers of the issue. The new Vanilla Honey Bee flavor increased consumer media impressions on Häagen-Dazs by 25% over 2007 levels and compelled community groups to plant 1,200,000 bee-friendly flower seeds.

Porter Novelli ­ HGTV Change the World. Start at Home

HGTV enlisted Porter Novelli to reengineer the channel's cause-marketing program with the goal of creating a platform that would have longevity, increase the network's relevance across stakeholder groups and embody the HGTV values. Porter Novelli's key move was to open up the term 'home' so that it could also refer to the community on a greater scale. This enabled HGTV to target viewers as participants within a brand addressing community and environmental issues rather than as mere consumer.

Zeno Group and The Allstate Foundation ­ "Tell a Gal P.A.L."

"Pass it on," "Act," and "Learn" is the dictum at the heart of The Allstate Foundation's "Tell a Gal P.A.L." campaign, a public awareness project encouraging victims of domestic abuse to share their stories and receive help for their tragic situation. Zeno Group created a high-visibility word-of-mouth communications campaign, which included aid from Ugly Betty's Ana Ortiz who shared her own experiences with domestic violence.

Toys "R" Us, Inc. ­ Autism Speaks

Autism has become the fastest-growing developmental disorder in the U.S. with nearly 1.5 million people diagnosed. Since 2006, Toys "R" Us, Inc. has devoted itself to helping families detect autism early on. Their efforts include an in-store and online fundraising campaign. They kicked off their 2008 campaign by awarding Autism Speaks with a $250,000 grant to support scientific research and extended their fundraising campaign from seven weeks to nine weeks, bringing in an estimated $1.5 million.



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