Campaign:“Relax, Recharge, Renew”
To establish itself as a good community partner, Tourism Toronto launched its “Relax, Recharge, Renew” program, which revolves around providing parents of children with special needs a much deserved break.
After leaving their children at a special facility, the parents would be picked by a limo, taken to a hotel for two nights, dine out and enjoy tickets to cultural attractions such as museums, galleries or theater.
More than 150 of Tourism Toronto’s member businesses have participated in “Relax, Recharge, Renew” since its inception. The program recently feted its 100th family and has garnered positive media coverage, most notably from the Toronto Star. For this initiative, Tourism Toronto received the Tourism Innovator of the Year Award from the Ontario Travel Industry Association. â–
Honorable Mentions:
Doral Bank: The Rebranding of Doral Bank —
Using a pink-colored mobile clinic and a multi-platform campaign including print, radio, TV and online, the Ruta Pink (the Pink Route) breast cancer awareness program provided more than 2,500 mammograms for women in Puerto Rico.
Office Depot Foundation: 2009 Office Depot Foundation National Backpack Program —
In hosting 30 “Back-to-School Backpack Celebration” events in communities across the U.S. and Canada and distributing 300,000 backpacks containing essential school supplies, Office Depot armed students with the tools they needed to start the school year with confidence.
Cephalon Inc. and WeissComm: Second Annual Cephalon Oncology Advocacy Summit —
To create an optimal interactive platform for Cephalon and advocacy organizations, WeissComm used surveys to uncover timely topics and discussions for the 2009 Summit. As a result, the event drew 12 participants representing nine different organizations which offer services relevant to 100% of patients affected by the blood cancers that could be treated by Cephalon therapies.
St. John & Partners: Neighborhood Ford Store and St. John & Partners Create Ford “Warriors in Pink” Quilts to End Breast Cancer —
Fliers, letters to women’s groups and extensive media outreach resulted in 10 handmade quilts, 20 news stories and participation by four hospitals and countless cancer survivors in spreading Ford’s commitment to end breast cancer.
Waggener Edstrom Worldwide Inc. and Fenton Communications: Half the Sky Movement - Turning Oppression Into Opportunity for Women Worldwide —
To develop awareness of atrocities committed against women, Waggener leveraged the reach of 56 NGOs and established a permanent Web site to involve readers, leading since August 2009 to more than 65,000 visits to the Half the Sky site, 4,000 tweets on the topic and a cover story in the New York Times Magazine.