Digital PR Awards: Employee Communications Online

Winner: RF|Binder on behalf of CVS Health - CVS Health Celebrates the Spirit of Volunteerism on #GivingTuesday

On December 2, 2013, for the second year in a row, charities, families, businesses, community centers, and students around the world came together for one common purpose: to celebrate generosity and to give, whether through a charitable donation or volunteerism, via the Giving Tuesday initiative.

Working with RF|Binder to promote the #GivingTuesday initiative to its colleagues, CVS Caremark leveraged its internal communications channels, including the company’s intranet to reach its more than 200,000 colleagues online. CVS Caremark’s Senior Vice President of Corporate Social Responsibility & Philanthropy and President of the CVS Caremark Charitable Trust, Eileen Howard Boone, also sent a company-wide memo announcing the #GivingTuesday initiative that encouraged colleagues to participate.

CVS Caremark also used its social media channels, including the CVS/pharmacy Facebook page, which has more than 1.3 million fans, to raise awareness of the #GivingTuesday initiative. CVS Caremark also used the CVS Caremark All Kids Can Facebook page to feature non-profit organizations receiving funding that support children of all abilities, which helped create conversations around the initiative among a key audience of parents and families.

As a result of the various ways that the #GivingTuesday initiative was communicated internally, more than 200 organizations were nominated by colleagues who shared their volunteer stories, making it one of the most highly engaged internal stories published on MyLife. On December 3, 2013, CVS Caremark announced the 25 colleague-nominated non-profit organizations from across the country that would be receiving funding from a total of $25,000 awarded in honor of #GivingTuesday.

As a result of aggressive media relations outreach, the #GivingTuesday initiative generated more than 4.5 million traditional media impressions and nearly 15 million social media impressions, including being named the only corporate campaign in Mashable’s 5 GivingTuesday Campaigns Making a Difference.

Honorable Mentions:

•             Baxter, supported by Ruder Finn Inc. - Hemophilia Home: Bringing Together Baxter's Global Hemophilia Franchise

•             Kindred - IKEA Foundation: The iWitness Programme