One - Bellies
In 2010, advocacy organization ONE launched a PSA campaign featuring pregnant women to increase membership for ONE and raise awareness around the issue of ending mother-to-child transmission of HIV by 2015. The PSA was part of a broader campaign—“No Child Born with HIV by 2015”—to urge world leaders attending the U.N. Summit to fully fund the Global Fund to fight AIDS, tuberculosis and malaria.
ONE relied on celebrities Lady Gaga, Jeremy Piven, Dave Matthews and Demi Moore to share the PSA on Twitter and Facebook. During the U.N. Summit, ONE volunteers stood outside NBC’s Today wearing ONE T-shirts in hopes of appearing on air during the live program. ONE also distributed the PSA on networks such as MTV and VH1. The PSA received over 268,000 YouTube views in 2010.
Honorable Mentions
Discovery Education and Siemens Foundation – Siemens We Can Change the World Challenge: Since 2008, the Challenge has encouraged students to develop solutions to environmental problems in the schools and communities. Local and national media coverage resulted in nearly 22 million impressions in 2010.
Williams Whittle – USO Patriotic Six: In 2010, the USO sought to increase its media coverage by 20%. Williams Whittle developed a strategy for PSAs to run the six weeks beginning with Memorial Day and ending with Independence Day. They set up lunches with PSA directors and shared USO stories over MREs (meals ready to eat). The result: an increase in media coverage of 40%.