2012 CSR Awards: Human Rights Communications/Social Justice Communications


Winner: The Body Shop – Stop Sex Trafficking of Children and Young People Global Petition


How do you inspire millions of people to band together around a singular cause and affect true, tangible change? For The Body Shop, it came through a commitment to a simple, but focused call-to-action—a petition designed to end the sex trafficking of children and young people. “We learned that a commitment to simple, human communications that strike a balance between hearts and minds will compel an audience to take action,” said Shelley Simmons, director, brand communications and values, The Body Shop Americas. While the communication was simple, everything else about The Body Shop’s campaign was larger than life. The company rolled out the petition both online and in stores, with calls to take action that spanned 50 countries. The campaign secured the support of celebrities such as Rob Lowe, Robert Pattinson and Uma Thurman, each of whom signed the petition and provided signature handprints—for a human touch. And what a powerful statement that was: Seven million signatures directly led to 14 countries across the world committing to adopt new legislation that would combat and stop the sex trafficking of youths. —SP

 

Honorable Mention:


ManpowerGroup – ManpowerGroup Campaign Against Human Trafficking: ManpowerGroup led the media campaign for Row for Freedom, an initiative from Sport Against Trafficking, in which six ordinary women rowed 3,000 miles across the Atlantic—a route previously used by the Atlantic slave trade—to raise money for charities that support victims of human trafficking. It was just one of the many ways through which ManpowerGroup took a leadership position in driving change to eradicate human trafficking.

 


Comments Off



Deals of the Week

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

Use code “150” at checkout to save $150 o the regular rate.

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.