Winner: RF Binder Banking on Neighborhoods One at a Time: Bank of America’s Neighborhood Excellence Initiative
Since its inception, Bank of America’s Neighborhood Excellence Initiative has worked to strengthen the financial stability of hundreds of local nonprofit organizations. In 2009, BofA engaged RF Binder to raise awareness of the program and its commitment to CSR. By recognizing local heroes, engaging the media and highlighting the program’s community service, RF Binder was able to increase total media coverage by 27% and feature stories by 29% compared to the previous year. The campaign generated 35.5 million impressions, including coverage in the Miami Herald and The Washington Post. —RD
Honorable Mentions:
Alyeska Pipeline – Prince William Sound Traveling Health & Safety Fair: Alyeska’s Health & Safety Fair works to bring health care providers to remote villages and towns that have no vision, dental care available. In 2010, 12 health care providers visited five communities and 1844 local residents took part in the fair.
Blue Cross Blue Shield Delaware – Blueprints for the Community Brochure: BCBSD created a brochure highlighting the programs recipients and the work they performed in the community to help raise awareness and recognition of the BluePrints for the Community program. The brochure was sent to employer groups, media and community leaders, resulting in 66% of customers strongly agreeing that BCBSD has an overall good reputation.
Euro RSCG Worldwide PR – One Young World: In 2010, young people from 110 countries attended One Young World, a two-day interactive summit that provides a platform for young people to have a voice on the world’s major issues. The social media-focused event generated one blog post per minute and became the fourth-largest trending topic on Twitter in the U.K.
Euro RSCG Worldwide PR – Yele Haiti: Six months after the devastating earthquake that hit Haiti, Euro RSCG worked to raise awareness of the work that still needed to be done to rebuilt the country—using Wyclef Jean as a spokesperson.