Winner: American Heart Association - 2020: Ideal Health & My Life Check
Building on a 2010 scientific study that identified seven health factors and lifestyle behaviors that contribute to heart health, the American Heart Association looked to get this information out to the general public. But there was a big challenge: A consumer survey showed that many people feel they are in ideal health, yet many are not. AHA launched a multifaceted campaign whose key component was a digital news kit, which included a health assessment tool. The AHA team embedded the kit in a press release announcing the goal of improving the heart health of Americans by 20% while reducing deaths from heart disease and stroke by 20%—hence 2020. The results were healthy: By June 2010, paid and earned media impressions stood at close to 183 million, and nearly 34,000 people had completed the health assessment tool. —Scott Van Camp
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Honorable Mentions:
Cold Spring Harbor Laboratory - High-Yield Tomato Hybrids Pave the Way for Next-Generation Agriculture
To build awareness of the tomato hybrids, Cold Spring Harbor Laboratory crafted a release that presented scientific findings in laymen’s terms. The result was a crop of global coverage, including ABC News, the U.K Telegraph and The New York Times.
Go RVing Canada – RVing Great Alternative to Expensive Hotel Lodging at Olympics
Capitalizing on a hotel room shortage at the 2010 Winter Olympic Games in Vancouver, Go RVing Canada and Impact PR launched a press release touting winterized RVs as the answer. Stories generated from the release reached more than a million Canadians, and RV dealers and campgrounds around Vancouver got very busy
Tiller LLC/Comfort Zone Camp – Childhood Loss: The Untold Burden
Multiple news releases that highlighted research findings and the long-term impact of a child losing a loved one fueled thousands of Web site visits and more awareness of the Comfort Zone Camp, a bereavement camp for kids.