2012 CSR Awards: Product Design/Redesign

Winner: OSRAM SYLVANIA and Weber Shandwick – Staying in the Spotlight

With the federally mandated phase out of Edison’s 1879 invention, the light bulb, which went into effect in 2012, Light Emitting Diodes (LEDs) are now front and center. OSRAM SYLVANIA, the North American operation of lighting manufacturer Osram GmbH, joined with Weber Shandwick to inform the public about the upcoming national light bulb phase out and educate consumers on current and next-generation lighting options while branding the company and its superior technological offerings as the go-to brand for lighting. Focusing its efforts around Lightfair International, a leading lighting trade show, the campaign featured the launch of a 100W replacement bulb, promoted as “best in class,” and was bolstered by a targeted media campaign. In addition, OSRAM SYLVANIA engaged global CEOs with peers and key influencers at a thought leadership event during the trade show. The company’s efforts at Lightfair International generated 380 stories globally, with a Yahoo! News story on the new bulb generating 27,000 Facebook recommendations and 520 retweets. —SVC


Honorable Mention:

Domtar – The Domtar Paper Trail: Highlighting its environmentally friendly paper products, which have earned the support of well-known environmental organizations such the Rainforest Alliance, the Trail’s online tool gave customers green impacts of specific paper grades, helping them measure their CSR efforts while buying the right products.


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