2013 CSR Awards: Nonprofit/Corporate Partnership


Winner: Edelman/Unilever - Dove and Girl Scouts Rock the Mall: Dove presents Women Who Should Be Famous

Talk about buffing up a successful PR campaign. Dove soap was looking to refresh the discussion about the Dove Movement for Self-Esteem in key media outlets via a new program that would sustain media coverage throughout the year and boost Dove brand affinity. The plan? Encourage Dove consumers to more actively engage in the brand’s self-esteem mission and give them motivating reasons and easy ways to participate.

PR agency Edelman crafted a program designed to keep the issue of girls’ self-esteem (and the Dove brand) top-of-mind in the media. The campaign, titled “Women Who Should Be Famous,” aimed to introduce alternative positive female role models for girls. Careful not to cast aspersions on any existing celebrities the campaign sought to introduce alternative positive female role models who were “real” and approachable.

To enhance the national scope of the message, the campaign launch included one of Dove’s national partners, the Girl Scouts of the USA, which was planning several events to help celebrate its centennial.

The campaign, which launched last June at the Girl Scouts “Rock the Mall” event in our nation’s capital, certainly resonated with consumers and the media. It garnered more than 650 million media impressions, with coverage in such key media outlets as CNN, Huffington Post and Parade. What’s more, with 450,000 girls attending the launch event and more than 800,000 girls watching via the global livestream, Dove is well on its way toward its goal of reaching more than 15 million women by 2015. —Matthew Schwartz  

Honorable Mentions:

  • California Earthquake Authority and American Red Cross - Joining Forces to Provide a Shared and Urgent Message: "Get Prepared, California”
  • Toshiba America - Toshiba/NSTA Celebrate 20th Anniversary of Enhancing STEM Education
  • Toyota Financial Services - Toyota Financial Services and the Boys & Girls Clubs of America’s Diplomas to Degrees

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

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.