Winner: UN Foundations — Walgreens
In 2013, the United Nations Foundation and Walgreens, the nation’s largest drugstore chain, partnered to provide children in developing countries access to lifesaving vaccines through the UN Foundation’s Shot@Life campaign. This partnership birthed the Get A Shot. Give A Shot promotion which resulted in 3 million vaccines donated to Shot@Life.
The UN Foundation and Walgreens used a multi-tiered strategy to reach all facets of the American public through this campaign. These strategies included media outreach, online outreach through a large blogger network, a co-branded website, social media platforms, developing key messages and communications materials and ad placement during key periods such as flu season and back to school. Their efforts resulted in more than 150 million impressions in broadcast, print and online outlets including People.com, Foxnews.com and CNN, while the blogger outreach effort resulted in over 70,000 comments and shares, which directly resulted in Walgreens’s donation of 60,000 vaccines to children around the world. The campaign hashtag had over 300,000 impressions and was used more than 300 times on Twitter.
Honorable Mentions
- ASPIRE Communications - Cell Phones for Soldiers and AT&T Provide a Lifeline for America’s Bravest
- Discovery Education - Manufacture Your Future
- DoSomething.org - Sprint
- Weber Shandwick - Prudential and the Special Olympics 2014 USA Games
- Weber Shandwick on behalf of Siemens - The Baton Pass