Campaign: Got 2B Safe! Think Smart, Take Charge
Winner: Honeywell Hometown Solutions, Peppercom & National Center for Missing and Exploited Children
Missing children mean more than faces on the backs of milk cartons. More than 2,100 American children go missing daily, be it from abduction or running away from home. No
matter the cause, Honeywell Hometown Solutions and the National Center for Missing and Exploited Children (NCMEC) saw it as one of the least understood domestic crises. Together,
they teamed up with Peppercom to forge a partnership that would educate 8- to 10-year-olds and their families on preventing abduction and exploitation.
A Lesson a Day...
When forming the Got 2B Safe program, the partners realized that teachers would be the best conduits of information surrounding child abduction and exploitation.
To capture the attention of teachers and the media, Honeywell execs packaged information surrounding the program, while NCMEC used its expertise in child safety and abduction
prevention to develop safety tips that would resonate. Peppercom supported both organizations, enhancing their internal and external reputations.
Extreme School Makeover
Of course, no program is complete with an incentive to participate, so the
team created a prize package any teacher would appreciate: By incorporating
the Got 2B Safe program into their lesson plans, teachers could register to
win classroom makeovers and gift certificates for school supplies. Execs reached
out with e-mails urging teachers to visit http://www.got2bsafe.com
and get involved. Then, media outreach sparked the interest of industry trade
publications, blogs and local print outlets.
In two years, more than 1,000 teachers participated in the program, and media coverage reached more than 72 million people nationwide.
Honorable Mentions
Rogers & Cowan, Gibson Foundation: Music Rising--Music Rising was created to rescue the musical culture of the Gulf Area in the wake of Hurricane Katrina. Its success was
based on strategic partnerships with, among others MTV and Ticketmaster, whose support helped replace instruments that were lost in the deluge.
Pacific Gas & Electric Company: Seven Steps to Earthquake Safety--To promote earthquake awareness in susceptible areas, PG&E joined forces with the Red Cross and others
to spread awareness about dealing with the emergencies. By publishing all their materials in multiple languages, they reached the communities that needed them most.
Google, Inc., United States Holocaust Museum: Crisis in Darfur--To illuminate the crisis in Darfur, Google worked with the Holocaust Museum, modifying its Google Earth
technology to show destroyed buildings in Darfur. The program made the Darfur crisis feel real for to those who live a world away.
Sodexho Foundation: Feeding Our Future 2007--Sodexho Foundation set out to feed hungry children in 18 cities. Through donations from their partners, including Dole and General
Mills, they got enough to feed communities nationwide.