2013 Platinum PR Awards: Cause-Related Marketing

Winner: Taylor on behalf of Allstate - Allstate's Once is Never Enough Program (a.k.a. the O.N.E. Program)

With its Once is Never Enough Program, Allstate and partner Taylor have taken the “you’re in good hands” tagline to the next level by putting the matter of motorcyclist safety into its hands.

“Once is Never Enough” (O.N.E.) is an awareness campaign that encourages people to look twice for motorcycles at intersections. On Facebook, Allstate encouraged people throughout the month of May to take the O.N.E. Pledge—committing to look twice for motorcycles at intersections—and share with at least one other person to spread the message. For every pledge shared, Allstate donated one dollar toward the creation and installation of more “Watch for Motorcycles” signs at dangerous intersections across the country.

Through the O.N.E. program, Allstate also works with local traffic authorities to identify dangerous intersections for riders and then donates and installs warning signs at the determined locations to increase awareness of motorcycles.

Now in its fourth year, Allstate’s O.N.E. program has evolved from general motorcycle awareness education, to installing temporary warning signs at dangerous intersections in more than 30 cities over the past two years, to the permanent installations of the new warning signs promoting motorcycle safety.

To kick off National Motorcycle Safety Awareness Month in May, the first permanent installation of the “Watch for Motorcycles” warning signs took place in Atlanta. Working closely with the Georgia Department of Transportation,

Allstate donated and installed the warning signs to help prevent motorcycle crashes at dangerous intersections in the future.

Allstate says it will continue to work with local departments of transportation across the country to identify dangerous intersections and donate and install additional signs in the future.

Honorable Mentions:

  • APCO Worldwide - Shot@Life
  • AXE /Unilever - AXE Shower Pooling
  • Bristol-Myers Squibb with Ogilvy Public Relations - Men and Melanoma: The Unexposed Target
  • PadillaCRT - The Partnership at Drugfree.org: The Medicine Abuse Project: The Medicine Abuse Project: Preventing Half a Million Teens from Abusing Medicine by 2017
  • Edelman - Merial HEARTGARD 12.12.12 Campaign
  • Marina Maher Communications - Secret Deodorant: Mean Stinks Challenges Girls to Gang Up for Good
  • Mary Kay Inc. - Don’t Look Away
  • Racepoint Group Inc. - The Conversation Project : Launching a Social Movement

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About Chris Seymour

Steve Goldstein is editorial director for Access Intelligence’s PR News brand, which encompasses premium, how-to content, data and competitive intelligence for public relations professionals; PR News Online; PR News conferences, webinars and awards programs; and PR News guidebooks. Previously at AI Steve was editorial director of min, min ’s b2b and minonline as well as managing editor of CableFAX: The Magazine and CableWorld. Before joining Access Intelligence, he was executive editor of World Screen News, and editor of Film/Tape World, which covered film, television and commercial production in the San Francisco Bay Area.

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