PR News 2016 Nonprofit PR Awards: Marketing

Winner: Taco Bell Foundation—"Potential" Campaign

Taco Bell is a brand with a purpose, and works hard every day to help others get a little more out of life—and empowering teens is a big part of this commitment. There is no doubt that teens are an important part of the Taco Bell community. Teens are Taco Bell customers, friends, families and employees—making up 30% of Taco Bell’s workforce.

Working with the Daniel J. Edelman (DJE) public relations agency and Deutsch advertising agency to develop a consumer-facing PR and marketing platform, the Taco Bell Foundation aimed to start a social media movement to empower teens to recognize their potential and graduate high school. The movement sparked conversation by demonstrating what a world full of unrealized potential would look like and ignited engagement by showcasing teens who were successfully pursuing their passion and education.

One aspect of the campaign involved launching #recognizepotential on platforms like Snapchat, Twitter, Facebook and Instagram to acknowledge the accomplishments of graduating high school students and motivate others students to stay on the path to graduation. During back to school season, the Potential Campaign was put in the hands of young people by asking them to talk about their potential and share it with the world on social media with #seemypotential.

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 more than 300 scholarships for post high school education.

Honorable Mentions:

•    American Society for Aesthetic Plastic Surgery - WE ARE AESTHETICS

•    Edelman - American Lung Association's LUNG FORCE