2013 CSR Awards: Corporate-Community Partnership

Winner: Toys R US - Fighting Childhood Cancer, One Cup at a Time

In 2012, Toys “R” Us and Toys “R” Us Children’s Fund partnered for the second consecutive year with Alex’s Lemonade Stand Foundation (ALSF), a nonprofit organization dedicated to finding better treatments and, ultimately, a cure for childhood cancerthe leading cause of death by disease in children under the age of 15 living in the U.S.

The effort was inspired by Alexandra “Alex” Scott, who for several years hosted a front-yard lemonade stand to raise money to help kids like her suffering from cancer; before she died in 2004 at the age of 8 Alex raised $1 million through lemonade stands hosted in her name across the country. Toys “R” Us wanted to build on the campaign to connect with the larger community. One hook? Profiling ALSF kid “Heroes,” who could tell the story of Alex’s legacy.

In May Toys “R” Us introduced an eight-week fundraising campaign to benefit ALSF. To kick off the campaign, the company launched a dedicated microsite at Toysrus.com/AlexsLemonade, where visitors were able to read stories of ALSF “Heroes,” and learn how to host their own lemonade stand.

The site also featured video messages showing examples of kids helping kids, while users also were encouraged to share virtual cups of lemonade with their friends. The 2012 fundraising efforts exceeded the 2011 effort, raising nearly $1.9 million. In addition to a piece on Fox & Friends announcing the 2012 fundraising campaign, which was watched by nearly 1 million viewers,the PR effort generated hundreds of additional broadcast, print and online media hits. What’s more, a Twibbon application sparked more than 6,000 impressions across Twitter and Facebook. —Matthew Schwartz

Honorable Mentions:

  • ARAMARK Corp - ARAMARK Building Community
  • Baxter International Inc. - Educating Tomorrow's Innovators Today: Baxter's Science@Work Program
  • Craftsman - Craftsman House United
  • Delta Dental - Delta Dental/ADCF "America's Missions of Mercy”
  • eVgo - Evs for Trees
  • GolinHarris & Waters Corporation - Building a Global Network to Improve Public Health
  • InterContinental Milwaukee - The Pink Room
  • Pacific Gas and Electric Company - PG&E Summer Jobs Program
  • WWE - Be a Star 
 Back to the 2013 CSR Awards

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



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.