Winner: First Degree, on behalf of WomenHeart Cheerios Circle of Helping Hearts Tour
Leveraging its status as cholesterol-reducing breakfast champion, Cheerios partnered with First Degree and heart health-focused charity WomenHealth to provide cholesterol screenings to minority women in California. First Degree’s campaign started in the box—specially designed Cheerios boxes with cholesterol awareness messaging and a code to allow consumers to easily donate for the cause. Cheerios used the resulting funds to host screening stations in low-income communities. The effort raised $400,000—enough to screen 875 underprivileged women. Post-visit surveys revealed 79% planned to be Cheerios consumers.
Honorable Mentions:
Consumer Electronics Association - 2010 CES PR Campaign
Communications Strategies Inc. - Plan B(R) One-Step Spring Break Guerrilla Marketing Campaign
Phoenix -Mesa Gateway Airport Authority - Fergie and Feller Field Dedication
SPT Networks Central Europe - Lost: The Exhibition
US Army/Weber Shandwick - US Army All American Bowl