Co-Winner: CVS Health & the American Lung Association Make Lung Cancer in Women a Public Health Priority
In February of 2014, CVS Health announced that it would remove all tobacco products from its 7,800 stores nationwide, making them the first national retail pharmacy in the country to do so. As part of this announcement, CVS Health made a commitment to align themselves with community partners and programs that are helping people lead tobacco-free lives. CVS Health created a new partnership with the American Lung Association to unveil LUNG FORCE, an initiative to make lung cancer in women, which kills more women annually than breast cancer, a public health priority.
As part of this partnership, CVS planned an in-store fundraising campaign to benefit LUNG FORCE and give customers the opportunity to contribute to LUNG FORCE at the register in stores nationwide. This in-store initiative raised $3.6 million in the month of June alone. The campaign also earned over 900 million media impressions, including 7,000 social media mentions of LUNG FORCE, 213,000 estimated impressions through the @CVSinAction advertising campaign and an increase of 429 followers to the @CVSinAction handle. The campaign also secured over 60 original stories in outlets like Forbes, Chicago Sun-Times, Orlando Sentinel and Honolulu Civil Beat.
Co-Winner: Time Warner Cable — Boys & girls Clubs of America National Partnership
In 2014, Time Warner Cable and Boys & Girls Clubs of America partnered to take advantage of a major opportunity: though many of the 4,100 Boys & Girls Clubs were implementing a range of STEM programming on their own, the national organization, was in need of STEM curriculum that could be easily implemented by Boys & Girls Club sites across the country at a relatively low cost and inspire kids during the critical tween years that “science is cool.” With its focus on funding and creating engaging, hands-on STEM learning experiences through its CAMM program, TWC was the perfect partner to help fill this gap.
By the end of 2014, more than 500 Boys & Girls Club members (ages 10-13) participated in the DIY STEM program, exceeding the original objective by 100 students, and after conducting surveys with participating Clubs, 100 percent of Club staff reported increased interest, curiosity and enthusiasm in STEM and knowledge of STEM careers amongst its members after participation in DIY STEM.
Boys & Girls Clubs of America’s support of the One Million Minds milestone and two participants trip to the White House Science Fair helped Tim Warner Cable tell an even stronger story about the many young people whose lives have been changed thanks to their introduction to hands-on STEM learning. The White House Science Fair experience generated more than 32 million media impressions, including coverage in New York Daily News, NY1 and WABC-TV.
Honorable Mentions
- Caesars Entertainment - Caesars & Clean the World Save Lives One Soap at a Time
- ESPN - 2014 ESPY Day Benefiting The V Foundation for Cancer Research
- Nerium International - Individually Taking Responsibility, Collectively Changing the World
- HGTV/DIY Network – Rebuilding Together
- Türk Telekomünikasyon A.Ş. - Books on the Phone
- Viacom Says NO MORE
- Weber Shandwick - Pass the Red Cup for World Hunger Relief
- Weber Shandwick and Prudential Financial - Special Olympics 2014
- WWE and 2014 Special Olympics USA Games partnership