Winner: The Walt Disney Company Disney’s Magic of Healthy Living
Conducting both qualitative and quantitative research on the subject of healthy living, The Walt Disney Company found ways to motivate stakeholders to support healthy lifestyles for kids and families. By using focus groups, interviews and attitudinal and behavioral studies, Disney developed the Magic of Healthy Living program, which aims to help create a healthier generation of kids.
Components of the program included eight public service announcements featuring First Lady Michelle Obama and stars from Disney TV shows; two healthy lifestyle Web sites (Disney.com/healthymagic and family.com/healthy magic); a national essay contest for kids; and a strategic $1 million donation to KaBOOM!, a nonprofit organization that builds playgrounds and gardens in under-served communities across the U.S. The project received local, regional and national attention in outlets such as People, The Washington Post, the New York Post, The New York Times and Politico. The company also reached its target audience through social media, the Disney Channel, Radio Disney and Disney Online. —CW
Honorable Mention:
Benevity Social Ventures, Inc. - Goodness 3.0: The Goodness 3.0 video, which encourages corporate philanthropy while touting Benevity’s services, was posted on YouTube and promoted via e-mail campaigns to prospective clients. The result: both national and international attention.