PR News 2016 Nonprofit PR Awards: Digital PR and Marketing

Winner: Taco Bell Foundation—"Potential" Campaign

The Taco Bell Foundation aimed to start a social media movement to empower teens to recognize their potential and graduate high school.

Starting last June, the Taco Bell Foundation launched the Potential Campaign to celebrate graduation season and back to school season. They started the graduation season by visiting Compton High School, the winner of Taco Bell’s Graduate for Mas challenge, where high schools across the country rally their entire student body to make a promise to graduate high school.

The Taco Bell headquarters celebrated more than 500 teens from the local community with a graduation celebration featuring celebrity actress Zendaya. The graduation celebrations continued across the country in more than 250 local Boys & Girls Clubs and Taco Bell Restaurants. They engaged celebrities, including NFL star Reggie Bush, actress Zendaya, and MTV correspondent Sway Calloway, among others, to promote the Potential Campaign on their social media channels and to challenge their followers to recognize the potential within themselves.

A shift to promote the Taco Bell Foundation through Taco Bell’s social media channels came with great success. From the #recognizepotential campaign alone, the Taco Bell Facebook and Twitter campaigns garnered more than 1 million impressions. Collectively through digital and social outreach, the Taco Bell Foundation reached more than 1.6 million teens (highest amount in their history) and distributed 300+ scholarships for post high school education.

Honorable Mentions:

•    Consumer Technology Association - 2014 CTA Holiday Research Campaign

•    United Nations Foundation

•    Weber Shandwick on behalf of UNICEF - Real-Time Content Studio at the UN General Assembly