2012 Nonprofit PR Awards: Marketing Campaign

Winner: IES Abroad — Your World [Redefined] Campaign

All it can take is one simple, effective message. IES Abroad, a third-party study abroad provider, was tasked with developing a way to get students excited about the prospect of spending a semester overseas. Thanks to a daylong brainstorming session, the nonprofit came up with something creative and cost-efficient: “Your World [Redefined].” The slogan enabled the marketing campaign to make studying abroad seem more relatable to students, displaying how everyday experiences could be viewed through different cultural perspectives. For example, “walk to class [redefined]” depicted students riding camels in China.

The campaign was launched in July 2010. Marketing materials, including a branded YouTube video, posters, a calendar, its annual catalog, website and more were all designed to incorporate the new theme. The nonprofit also opened a Facebook album that allowed program participants to post pictures of themselves holding up a [redefined] sign, showing how the program was redefining their lives.

The campaign was met with great enthusiasm. Study abroad coordinators from eight IES Abroad partners requested personalized versions of the video and the Facebook album has received over 150 submissions. —SP

Honorable Mentions:

BC Association of Optometrists and Edelman – BC Doctors of Optometry: To combat a $20 million paid ad campaign from a rival organization, the British Association of Optometrists and partner Edelman elected to focus on engaging their audience directly by making “virtual house calls”—answering commonly asked questions about eye health via video or directly through Facebook.

Knowles Science Teaching Foundation and Dentsu Communications – Knowles Science: 
Teaching Foundation Teaching Fellowships: In July 2011, KSTF and Dentsu produced a video that highlighted the benefits of the fellowships program and the rewards of teaching. It became the centerpiece for the recruitment effort—achieving a 48% click-through rate on e-blasts.

The Reading Hospital HeartSAFE Berks County:
To raise funds to better equip medical personnel when responding to sudden cardiac arrests, Berks County’s multi-pronged ad campaign featured billboards on the county borders announcing when drivers were entering/leaving a HeartSAFE community as well as a night hosting a local Reading Phillies baseball game.

United Nations Foundation and Posterscope USA – Out-of-Home Advertising: Built entirely on donated space, the ad campaign drove awareness for the UN Foundation’s various global initiatives by offering diverse calls-to-actions via digital displays in malls, universities, taxis, airports and digital billboards—reaching millions in 76 markets around the country.