2014 Bulldog CSR Awards Hall of Fame Book

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Written by Talia Sinkinson

On the Cover: Jetblue for One Thing That’s Green 2013

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BULLDOG CSRAWARDS FOR EXCELLENCE IN COMMUNICATING CORPORATE SOCIAL RESPONSIBILITY, REPUTATION AND SUSTAINABILITY PROGRAMS

HALL OF FAME Summary of Winning Campaigns from the 2014 Bulldog Awards for Excellence in Media and Publicity Campaigns Winners of the 2014 Bulldog CSR Awards for Excellence in Communicating Corporate Social Responsibility, Reputation and Sustainability Programs enter a pantheon of exemplary communications practitioners, and their campaigns are summarized in this edition of the 2014 Bulldog CSR Awards Hall of Fame magazine.

Bulldog CSR Awards for Excellence in Communicating Corporate Social Responsibility, Reputation and Sustainability Programs were chosen exclusively by working journalists from hundreds of entries representing the very best strategic and tactical prowess that PR/corporate communications has to offer. Campaigns were judged by a team of working journalists, who assessed them on the basis of their ability to achieve extraordinary visibility and influence opinion, as well as on their creativity, command of media and technology, and tenacity.

We now present to you the 2014 Bulldog CSR Award Winners

B E S T C S R / R E P U TAT I O N / S U S TA I N A B I L I T Y C A M PA I G N O F T H E Y E A R

GRAND PRIZE WINNER JetBlue’s Breakthrough PR Campaign Displays Best in Sustainability, Corporate Image and Green PR Savvy communicators know that corporate social responsibility (CSR) programs help increase engagement and communicate a brand story—all while doing good in the community and world at large. Back in 2008, JetBlue first launched the “One Thing That’s Green” campaign with the simple notion that if all of us change one small behavior, we can make a huge impact on building a cleaner, greener planet. Since then, JetBlue has encouraged customers, crewmembers and stakeholders to become more environmentally conscious and has seen wild success throughout the program.

How can PR pros initiate and build relationships with organizations? “Partner is the operative word,” she says. “It is important for PR pros to recognize the needs of the organizations and make sure their goals are aligned. ‘One Thing That’s Green’ focused on making New York City a little greener. In the messaging, we focused on celebrating JetBlue’s partnership with NYRP, our commitment to MillionTreesNYC and our strong focus on the environment and sustainability. Making sure that the organizations were a part of the process made everyone’s investment in ‘One Thing That’s Green’ a success.”

In the aftermath of 2013’s Hurricane Sandy, JetBlue recognized an opportunity to ramp up the campaign and help New Yorkers rebuild the communities that had been ravaged by the storm. Leveraging integrated marketing and ongoing partnerships, JetBlue’s CSR team made an all-star effort to elevate local and national awareness for the initiative—and created the first major tree-planting program in the tri-state area post-Sandy. Read on to find out how JetBlue executed the campaign from start to finish and won three Gold Awards for Best Sustainability Campaign, Best Corporate Image Campaign and Best Green/Environmental Campaign at the 2014 CSR Bulldog Awards.

Partner with the press. JetBlue also sought media partnerships to drive maximum local and national coverage. They found an exclusive media partner in Clear Channel, one of the largest media distributors, and worked closely to help promote volunteerism and sustainability. With Clear Channel’s reach, information about the event reached existing and new customers and generated awareness for the cause.

The Challenge: Build brand by inspiring volunteerism, corporate citizenship and community involvement. In the wake of Hurricane Sandy, New York lost more than 30,000 trees. In an effort to help rebuild its own hometown, JetBlue set out to create a volunteer experience that would provide local volunteers and employees with the opportunity to revitalize those affected by Hurricane Sandy.

Meanwhile, the program would drive social awareness for JetBlue’s “One Thing That’s Green” campaign with media coverage, digital innovation and advertising.

The Strategy: Leverage partnerships to create a volunteer extravaganza. The PR pros first looked to other organizations for support and ultimately teamed up with the New York Restoration Project (NYRP), the MillionTreesNYC initiative and the New York City Department of Parks & Recreation. Then, they got to planning.

“We utilized our partnership with NYRP and their MillionTreesNYC initiative to determine best locations,” explains Kate Wetzel, manager of corporate responsibility with JetBlue. “We initially struggled to find a community that had rebuilt enough infrastructures to welcome the donation.” They found that Highland Park, which borders both Brooklyn and Queens, would be best served by JetBlue’s resources.

2014 CSR PR AWARDS HALL OF FAME

JetBlue volunteers bring Highland Park back to life as part of the "One Things That's Green" 2013 campaign.

Amplify digital platforms to build buzz for the event. Leading up to the event, the initiative involved numerous digital activations that aligned with campaign messaging. Crewmembers, customers and community members could register to volunteer for the event in with a dedicated microsite. Those who were unable to volunteer were encouraged to show how they were going green by uploading a picture of their “green act” to www.jetblue.com/pledge.

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B E S T C S R / R E P U TAT I O N / S U S TA I N A B I L I T Y C A M PA I G N O F T H E Y E A R Participants were entered to win prizes, including JetBlue flights and more. For every submission, JetBlue pledged to plant one tree (and up to 25,000 trees) through Carbonfund.org, a nonprofit organization aimed to educate the public about the dangers of climate change.

JetBlue also leveraged a mix of paid advertising and internal assets, such as jetblue.com advertising, onboard messaging and social media to encourage its customers and crewmembers to participate in the sixth annual campaign.

the environment and sustainability,” Wetzel says. “On a local level, we incorporated crewmembers and customers who were from the area to tell their personal stories highlighting why this reforestation project was important to them. New York is also our hometown, so it was important to do something that would impact our home borough and our neighbors.”

Build social surround. The social media team kept the campaign rolling with Twitter and Facebook engagement. “JetBlue’s social team is very involved with all of our CSR efforts,” Wetzel notes.

“Throughout the campaign, we made sure to show our fans and Tell your CSR story through video. Featured both on board, with followers what our crewmembers were doing in their local JetBlue seat-back televisions, and online, a PSA drove viewers to communities to promote the idea that if we all did one small thing make a green pledge. The video featured famed pop duo Karmin that’s green, it would make one big difference. Engaging with our and highlighted small changes we all can make to positively customers on impact on the those platforms planet. generated Make the event organic social unforgettable growth. We also for volunteers. worked with Finally, over 585 Clear Channel to volunteers have homepage participated in takeovers on the day-long their NYC event. The stations for festivities Earth Day. The included cross promotion giveaways, of ‘One Thing complimentary That’s Green’ on meals and the Web assets family-friendly as well as radio entertainment. spots amplified For generously buzz for the volunteering event and their time, all targeted both registrants were customers and automatically Stakeholders join together to dig in and make a huge impact employees in entered for a for communities destroyed by Hurricane Sandy.

JetBlue’s largest chance to win market.” two round-trip JetBlue tickets. Popular New York Radio How can companies keep employees involved in CSR efforts? personalities, including Z100's Greg T and 103.5 KTU's Paul “Finding out what is important to employees is the best way to get "Cubby" Bryant, hosted the opening ceremony and Power 105.1's, them involved,” advises Wetzel. “At JetBlue, we ask our DJ Whutevva, joined volunteers in the afternoon to help plant more crewmembers what causes are important to them. The environment than 2,400 trees. is one that always bubbles up to the top. It is also important to “The event was unforgettable for many reasons: Children planted make sure that volunteer events are family-friendly because saplings with their parents, the CEO planted trees with employees are more likely to volunteer in their spare time if they crewmembers and residents of the neighborhood took ownership can volunteer with their loved ones. One other tip is to receive of beautifying their park,” adds Wetzel. feedback from your employees. At ‘One Thing That’s Green’ in 2013, Spark dialogue and media engagement at events. “We JetBlue crewmembers mentioned that there was too much waste; positioned ‘One Thing That’s Green’ as part of our overall focus on

2014 CSR PR AWARDS HALL OF FAME

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B E S T C S R / R E P U TAT I O N / S U S TA I N A B I L I T Y C A M PA I G N O F T H E Y E A R in 2014, JetBlue made sure recycling and composting stations were incorporated into the day.”

The Results: JetBlue hosts a large-scale volunteer experience and plants thousands of trees. Close to 600 volunteers contributed to bringing Highland Park back to life, and close to 11,000 online participants pledged to join JetBlue’s commitment to environmentalism. Media coverage was at an all-time high and as a result, helped JetBlue continue to educate communities and individuals on ways to better the lives of others.

All in all, the campaign garnered nearly 29 million national media impressions, two million in Twitter reach and 130 thousand in total Facebook reach. Microsite visitors hit over 43 thousand, and five thousand photo submissions documented individuals’ commitment to being green. Since 2008, One Thing That’s Green has received 202,443 online pledges from participants Secrets for Success: Read on as Wetzel offers tips and explains why JetBlue won the Grand Prize in the 2014 CSR Bulldog Awards.

• All signs should point in one direction. “Find out what is important to your employees and your corporate goals; then design a program that ties those two together.”

• Align your goals. “Partner with the organizations you are working with to make sure you are all focused on achieving the same goals.”

WINNER’S PROFILE JetBlue is New York's Hometown Airline, and a leading carrier in Boston, Fort Lauderdale/Hollywood, Los Angeles (Long Beach), Orlando, and San Juan. JetBlue carries more than 30 million customers a year to 86 cities in the U.S., Caribbean, and Latin America with an average of 825 daily flights. With JetBlue, all seats are assigned, all fares are one-way, an overnight stay is never required and the first checked bag is free (subject to weight and size limits and exceptions for itineraries including flights marketed or operated by other airlines). For more information please visit JetBlue.com.

• Discover what your community is truly missing. “Make sure you are giving something the community needs, not what you think they need.”

2014 CSR PR AWARDS HALL OF FAME

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B E S T A N N UA L R E P O R T O N C S R A N D / O R S U S TA I N A B I L I T Y

GOLD Krupp Kommunications for Super Service Challenge This year, Super Bowl Weekend’s biggest winners weren’t just the players on the field: Media packed the Marriot Marquis’ Astor Ballroom on Friday, January 31st, to hear Super Service Challenge founder Dave Lindsey, executive director Mike Lantz, and New Orleans Saints’ quarterback Drew Brees announce the four grand prize winners of the 2013 Super Service Challenge and honor their spirit of service in the workplace. The Super Service Challenge, a nationwide charitable effort started in 2011, partners with Drew Brees' Brees Dream Foundation to encourage companies and organizations to spread a heart of service and win money for deserving nonprofit charities across the country. Throughout last fall, 2,200 teams in 42 states served more than 700 non-profit charities across the U.S. as part of the 2013 Super Service Challenge, putting in a total of 50,000 hours of service. Over $1,000,000 was given away this year to non-profit organizations served by companies around the country through the Super Service Challenge.

Lindsey, who founded the Super Service Challenge after seeing the incredible catalyst of camaraderie and teamwork it sparked inside his own company, Defender Direct, noticed that productivity increased markedly, and the company had some of its highest sales and fulfillment rates during their company-wide service challenge. From its start inside Defender Direct, the Super Service Challenge spread locally in its first year, regionally in its second, and went nationwide in its third year.

Krupp Kommunications (K2) was brought on board a mere eight days before the Super Service Challenge press conference—which took place during the Super Bowl Breakfast on January 31st, 2014—not only to plan and organize the press conference itself, but also to secure top-tier media to attend, including national and local press in the week leading up to the event. The client wanted a shift made; they wanted to take the initiative from a company-directed effort to an individual effort. The mindset shifted from a giving company to a company of givers, and this shift inspired Dave Lindsey to turn the initiative into a global movement with the belief that all business can benefit from being a company of givers.

Krupp Kommunications ignited the media to be its messengers, reaching the masses and establishing national recognition. Krupp Kommunications refused to take no for an answer and used innovative means to achieve its goal. For example, the team stood outside the plaza at 7 a.m. to get Al Roker’s attention and ultimately got the Super Service Challenge 20 seconds on air. They also strategically incorporated previously recorded video with newly created b-roll to develop a piece for international peace that garnered a massive amount of impressions.

Within these eight days, K2 was able to secure impressions totaling a staggering 332,283,699,447. These placements included national broadcast shows, national and regional print and several online outlets. K2 also wrote and created an INR and ANR, which earned an additional 177 million impressions. Adding to the already-arduous demands of the event was the fact that K2 was quite literally starting from scratch with the Super Service Challenge as a client. K2 had to craft all press materials, including media kits, press releases, a video package and sizzle reel, concise and consistent messaging points for talent, comprehensive messaging for the Super Service Challenge initiative itself, an engaging script for Lindsey and Brees’ comments at the Super Bowl Breakfast, and a thoughtful and meaningful script for Lantz, Lindsey, and Brees’ remarks at the press conference. K2 also designed and created promotional apparel in the eight days leading up to the event, including customized hats for all of the event’s attendees.

The Super Service Challenge was a whirlwind of hard work with only eight days to make this event the success that it was and as a company Krupp Kommunications couldn’t be prouder of its results and the message behind Super Service Challenge.

2014 CSR PR AWARDS HALL OF FAME

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B E S T A N N U A L R E P OFROTO DO N& CBSERV EA RN ADG/EO R S U S T A I N A B I L I T Y

S I LV E R Arizona Chemical and Strategy XXI Partners for Arizona Chemical 2012 Sustainability Report: Reporting Much More than Metrics Before “sustainability” became a critical word in the “green” lexicon, Arizona Chemical (ARZ) built its bio-based business on the use of renewable raw materials as alternatives to petroleum-based chemicals. Today, the company’s value-added pine chemical products are used by manufacturers to create hundreds of everyday products.

A key element of its 2012 Global Reporting Initiative report was an emphasis on telling a cohesive story. The highlights report focused less on GRI data and more on the key corporate messages, and for the first time, ARZ also wove all its GRI responses into a cohesive online narrative. The report was prepared as a seamless microsite within the main corporate website. Within the site, six main sections reflected key messages while providing a place for all GRI content to reside. Upon opening one of the main sections—Corporate Profile, Sustainable Raw Materials, Technology & Innovation, Customer Value, Environment, Health & Safety, and Employees & Communities—sub-sections appeared on a menu.

In both Web and print, descriptive headers, short paragraphs, bulletpointed highlights and a variety of graphs and charts helped make content accessible. To further advance readability and engagement, pages featured one to two photos with captions. The content structure, design and programming of the microsite were also developed with an eye toward re-using the basic framework the following year. While not initially one of the program’s objectives, the opportunity to save time and money by repurposing the 2012 Internet report was an unexpected benefit perceived as the reporting process evolved.

transparency of high-profile chemical companies, competitors, suppliers and customers. As the report took shape, the ARZ Sustainability Team also continually assessed where there were gaps and what could be done about them. Specific actions taken as a result of the reporting process include assessing how to improve community and employee engagement; developing an “umbrella” Earth Day program to unite employees worldwide; formalizing a supplier code of conduct; improving consistency in reporting metrics across facilities; integrating additional measurement into existing business systems and processes; leveraging customer “scorecards” for greater collaboration; and integrating sustainability questions into customer surveys.

To engage employees, an intranet communications program was launched five months before the report was scheduled for completion. An intranet announcement of the report’s availability was followed by motivating messages from the CEO. While the company expects most report readers to view the online version, some 2,500 print copies were distributed to ARZ facilities around the world. The commercial team sent mailings to a broader group of individuals, and the procurement team shared the report with their 30 key suppliers. The human resources team reports that nearly 100% of interviewees worldwide indicate they have read the report, and sections of the report have been referenced in conjunction with government dialogues conducted in Europe, Asia, and the US. The report is also distributed at Community Advisory Panel meetings.

Local residents interested in better understanding ARZ’s approach to sustainability and impact on their locale can now find substantial information online.

BRONZE American Cleaning Institute for 2013 ACI Sustainability Report

Finally, with a broader team focus, there was more efficient sharing of ideas about what data was considered to be confidential and what could be revealed; stakeholders’ concerns and the company’s most material issues; priority content to be included in the print/PDF version of the report; how other companies approached sustainability and reporting; what components of sustainability reporting were most relevant to ARZ; where there were gaps in gathering metrics or a specific aspect of sustainability; and where there were opportunities to improve business processes and/or measurement.

As a non-profit trade association representing U.S. cleaning product makers and suppliers, the American Cleaning Institute (ACI) created the 2013 Sustainability Report with the goal of highlighting their own commitment to fostering CSR and sustainability across the industry, as well as to providing aggregated environmental metrics data that allows companies to internally benchmark against industry metrics.

To determine how the ARZ final report compared to other companies, ARZ analyzed reporting approaches, readability and

Through the Sustainability Metrics Program, which provides the data featured in the 2013 Sustainability Report, ACI is driving the

2014 CSR PR AWARDS HALL OF FAME

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B E S T A N N UA L R E P O R T O N C S R A N D / O R S U S TA I N A B I L I T Y industry toward a common set of sustainability goals, while also providing a platform for companies to continually improve their sustainability performance. While some ACI member companies are advanced in their sustainability efforts and ability to participate in the Sustainability Metrics Program, other companies are in the earlier stages of their sustainability journeys. As a result, ACI sought to create a publication that ensured that all ACI members had the opportunity to be represented in some way.

report across Facebook and Twitter and engaged with ACI member companies.

In order to create a report that provides a comprehensive picture of sustainability efforts across the cleaning products industry and effectively communicate with ACI members and other stakeholders, the team created both a print and online version of the report; compiled an online flipbook of 32 profiles illustrating how ACI members demonstrate sustainability; and included highlights of ways ACI and its members are improving product safety and transparency, and giving back to those in need.

Copies of the report were distributed to 2,000 ACI member company executives, members of Congress and their staffs, officials from the Obama Administration, NGO representatives and the trade association community at large. The 2013 Sustainability Report had an increase in participation among ACI member companies compared to the inaugural report in 2011, and to date, ACI’s 2013 online Sustainability Report and its featured pages have received 7,347 individual page views. The 2013 ACI Sustainability Report has garnered 18 pieces of media coverage for a total of 4,458,253 media impressions.

To address the media relations challenges, the team targeted a wide range of journalists, including those covering sustainability, CSR, environment and cleaning products industry; identified top media targets and pre-pitched them the report under embargo; focused media pitches on the fact that the 2013 Sustainability Report takes a novel approach to reporting by presenting a comprehensive picture of sustainability in the cleaning products industry; and developed a social media strategy that promoted the

2014 CSR PR AWARDS HALL OF FAME

The 2013 ACI Sustainability Report was created through close collaboration between ACI staff, ACI member companies and ACI’s PR/creative services firm, CooperKatz. When the report was launched, ACI shared the online version with all members and followed up by mail with printed copies of the book. ACI also promoted the report through all social media channels.

The 2013 Sustainability Report has been a critical tool for ACI to not only engage with key stakeholders, but to also encourage an increased focus on sustainability within the cleaning products industry. It serves as a strong example of how PR and corporate communications professionals can utilize a report to shed light on important issues and also effect change.

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B E S T C S R C A M PA I G N : O R G A N I Z AT I O N S OV E R $ 5 B I L L I O N I N R E V E N U E

GOLD KPMG LLP for KPMG’s Reading Relay KPMG’s Family for Literacy (KFFL) program is dedicated to fighting childhood illiteracy in low-income communities. Through KFFL, KPMG raises money, visits classrooms, reads to children and personally puts new books into the hands of children who need them most. For many children, the books they receive are the first they have ever owned. Since the program began five years ago, more than 2 million new books have been distributed to children in need. But KPMG wanted to do more. They wanted to further raise awareness of the critical issue of childhood illiteracy, increase external (general public, clients, media) and internal engagement (employees) around this issue, and generate more visibility for KPMG’s efforts in this area.

With a limited budget, the team created a “Reading Relay” to serve as the centerpiece of the campaign and developed measurable objectives in order to gauge overall campaign impact. 2013 marked the five-year anniversary of the KFFL program. Recognizing the opportunity presented by this milestone, KPMG created a nationwide “Reading Relay” during which KPMG’s 90 offices across the country conducted events at schools and organizations that serve children from low-income families. At these events, KPMG employees, spouses, other family members, and alumni volunteered by dressing up as book characters, dramatizing the books, decorating reading rooms as scenes from the books, and reading to the children. Each student received five new books to take home. Each office conducted its event on a particular date during the six-week period, creating an opportunity to generate ongoing “buzz” about the issue of childhood illiteracy and the effort.

KPMG leveraged Phil Mickelson, KPMG-sponsored golfer and popular sports figure, in the campaign, as well as the company’s chairman/CEO and KFFL co-founder. They tied launch of “Reading Relay” to National Family Literacy Day and provided direction to Reading Relay event planners on how to create video/photo opportunities in order to generate media interest. Messaging was developed around alarming trends of childhood illiteracy, especially among children from low-income families and its impact on high school graduation rates; childhood illiteracy and its impact on the U.S. economy; how access to books is the biggest obstacle to literacy for children in need; and what KPMG is doing to combat childhood illiteracy. To assist with media outreach, KPMG hired external agency Ogilvy.

Media coverage of KPMG’s efforts increased by more than 100 percent, especially in top-tier media. KPMG actively engaged 6,500 KPMG employees in the Reading Relay as they volunteered at an event, personally dedicated the books donated on their behalf, or voted for their favorite children’s book. Employee and general public engagement also was evident via social media tracked by Twitter hashtags and special Facebook page created for KFFL. What’s more, over 140,000 new books were donated to children in need through the Reading Relay, and Phil Mickelson donated 15,000 new books along with clients who became aware of the efforts. Individual donations via sales of Mickelson’s authentic blue KPMG Tour hat at PhilsBlueHat.com were also generated. Most importantly, the Reading Relay brought smiles to thousands of children in need and helped spark their love for reading, which continues through the provided books. Many KPMG volunteers said they would be forever changed by the experience of reading and performing for the children, who showed such warm appreciation and love.

2014 CSR PR AWARDS HALL OF FAME

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B E S T C S R C A M PA I G N : O R G A N I Z AT I O N S OV E R $ 5 B I L L I O N I N R E V E N U E

S I LV E R Weber Shandwick and Yum! Brands for World Hunger Relief Yum! Brands' annual World Hunger Relief campaign raises awareness, volunteerism and funds for the United Nations' World Food Programme (WFP) and other hunger-relief agencies. Now the world's largest private-sector hunger relief effort, it is a model of corporate social responsibility, the only one of its kind to donate 100 percent of proceeds without restrictions to the WFP and other organizations that fight world hunger. Today the campaign spans 130 countries and leverages 40,000 KFC, Pizza Hut and Taco Bell restaurants, 1.5 million employees and Yum!’s vast social assets. It also features multi-Grammy-award winner and international superstar, Christina Aguilera, who volunteers her time as global hunger spokesperson.

To bolster this effort, Weber Shandwick introduced a multi-lingual, multi-screen global campaign with an estimated $50 million of marketing support. Tactics were all focused on the core objectives of raising awareness, creating volunteerism and raising funds to fight hunger. A new public service announcement (PSA) featuring volunteer spokesperson Christina Aguilera included footage from Aguilera’s field visit to Rwanda. In addition to the new PSA, Aguilera raised awareness for the issue through new World Hunger Relief posters and window clings posted at KFC, Pizza Hut and Taco Bell restaurants worldwide, plus limited advertising and robust online efforts, including the campaign’s website, HungertoHope.com. A separate PSA featured David Novak, Yum! CEO and passionate advocate, and targeted business communities and aired on CNBC, FOX, Bloomberg, BBC and others, as well appearing on a Times Square Jumbotron multiple times throughout October 2013. What’s more, Louisville-based Muhammad Ali Humanitarian Awards

2014 CSR PR AWARDS HALL OF FAME

presented by Yum! Brands Foundation honored individuals from around the globe.

WHR engaged employees and franchises to raise awareness, volunteers and donations: In Honduras and Ecuador franchisees volunteered at local food shelters; in the UK, KFC employees raised $1.6 million through a run/walk-a-thon; Yum! China raised $3.1 million with a social media campaign; Yum! India launched its Hunger to Hope Kitchen; and KFC South Africa’s Ad Hope campaign raised more than $5 million. In Asia, franchisees raised $175,000 in one day through its Fitness Carnival. In the US, KFC auctioned off Colonel Sanders memorabilia, and Taco Bell encouraged fans to support the #WorldHungerRelief effort by donating $1 at #Taco Bell and raised $3.2 milllion. Pizza Hut helped raise $2.5 million and broad awareness with bold new packaging showcasing WFP’s signature “red cup.” On World Food Day, Yum! launched its first-ever global day of giving to encourage volunteerism and raise funds.

The team also expanded WHR to create a deeper, grassroots movement with the “Hunger2Hope Employee Volunteer Challenge” and implemented Lead2Feed World Hunger Leadership Challenge in cooperation with the USA TODAY Charitable Foundation. Multilingual releases, an Internet press kit, photos, audio releases and b-roll were made for global use, while an integrated social media plan and digital advertising reached hundreds of millions of people.

Yum! also continued to address hunger across the US through its Harvest program.

The most important measure of success: WHR has helped provide nearly 148 million meals this past year alone. Through celebrity volunteerism and global media outreach, WHR 2014 garnered an estimated 4.3 billion earned media impressions, with more than 1.4 billion media impressions in North America. WHR efforts were promoted to KFC, Pizza Hut and Taco Bell’s community of 65M+ Facebook fans worldwide, among many other owned social outlets, and through WHR campaign materials available for Yum!’s 40K stores with an estimated 115M weekly visitors.

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GOLD KPMG LLP for KPMG’s Reading Relay KPMG’s Family for Literacy (KFFL) program is dedicated to fighting childhood illiteracy in low-income communities. Through KFFL, KPMG raises money, visits classrooms, reads to children and personally puts new books into the hands of children who need them most. For many children, the books they receive are the first they have ever owned. Since the program began five years ago, more than 2 million new books have been distributed to children in need. But KPMG wanted to do more. They wanted to further raise awareness of the critical issue of childhood illiteracy, increase external (general public, clients, media) and internal engagement (employees) around this issue, and generate more visibility for KPMG’s efforts in this area.

With a limited budget, the team created a “Reading Relay” to serve as the centerpiece of the campaign and developed measurable objectives in order to gauge overall campaign impact. 2013 marked the five-year anniversary of the KFFL program. Recognizing the opportunity presented by this milestone, KPMG created a nationwide “Reading Relay” during which KPMG’s 90 offices across the country conducted events at schools and organizations that serve children from low-income families. At these events, KPMG employees, spouses, other family members, and alumni volunteered by dressing up as book characters, dramatizing the books, decorating reading rooms as scenes from the books, and reading to the children. Each student received five new books to take home. Each office conducted its event on a particular date during the six-week period, creating an opportunity to generate ongoing “buzz” about the issue of childhood illiteracy and the effort.

KPMG leveraged Phil Mickelson, KPMG-sponsored golfer and popular sports figure, in campaign, as well as the company’s chairman/CEO and KFFL co-founder. They tied launch of “Reading Relay” to National Family Literacy Day and provided direction to Reading Relay event planners on how to create video/photo opportunities in order to generate media interest. Messaging was developed around alarming trends of childhood illiteracy, especially among children from low-income families and its impact on high school graduation rates; childhood illiteracy and its impact on the U.S. economy; how access to books is the biggest obstacle to literacy for children in need; and what KPMG is doing to combat childhood illiteracy. To assist with media outreach, KPMG hired external agency Ogilvy.

Media coverage of KPMG’s efforts increased by more than 100 percent, especially in top-tier media. KPMG actively engaged 6,500 KPMG employees in the Reading Relay as they volunteered at an event, personally dedicated the books donated on their behalf, or voted for their favorite children’s book. Employee and general public engagement also was evident via social media tracked by Twitter hashtags and special Facebook page created for KFFL. What’s more, over 140,000 new books were donated to children in need through the Reading Relay, and Phil Mickelson donated 15,000 new books along with clients who became aware of the efforts. Individual donations via sales of Mickelson’s authentic blue KPMG Tour hat at PhilsBlueHat.com were also generated. Most importantly, the Reading Relay brought smiles to thousands of children in need and helped spark their love for reading, which continues through the provided books. Many KPMG volunteers said they would be forever changed by the experience of reading and performing for the children, who showed such warm appreciation and love.

2014 CSR PR AWARDS HALL OF FAME

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S I LV E R Arch Coal, Inc. for Arch Coal Celebrates 25th Anniversary of Teacher Achievement Awards Arch Coal won’t apologize for being a coal mining company, but it does make certain through its CSR communications that it is known for a commitment to balancing economic progress and social responsibility. Fortunately, Arch’s culture makes it easy to tell this story. Long before CSR was in vogue, the company undertook an education-related community program to make a positive difference in West Virginia, the state that had the most influence on its business. And Arch never looked back—except to celebrate the 25th anniversary of the Teacher Achievement Awards program in 2013.

Arch selects program partners who help promote and publicize the awards within their respective networks. The West Virginia Department of Education, the West Virginia Education Association and the West Virginia Library Commission serve in this capacity.

They also have business supporters, including banks and convenience stores in key markets. The state features prominently in Arch’s overall success because Arch relies on public nominations to identify outstanding teachers. Next, nominated teachers complete applications, judged by a panel of past recipients and proctored by a third-party administrator. Finally, Arch Coal honors 12 new teachers from across the state with well-deserved recognition along with a trophy for their home, a plaque for their classroom and a personal $3,500 cash award.

Building statewide awareness of the program and of Arch’s reputation as a good corporate citizen requires a multi-pronged approach—with print, broadcast and digital distribution—and dynamic messaging. The traditional “Teachers Change Lives” tagline built on past awareness, while a fresh approach to the 25th Anniversary materials promoted West Virginia’s teachers as “stars” in their classrooms. A special logo for the anniversary was created, and attendees of the awards ceremony received a 25th anniversary commemorative lapel pin. Nearly 3,500 posters and 44,000 nomination cards were sent to 958 schools and 174 public libraries, and a link for online nominations was placed on Arch’s website. Radio commercials were purchased on eight stations in Arch’s key markets. The stations also provided nearly 200 “free” spots because of their public service nature. One station also distributed nomination forms at high school football games to ensure area teachers were well represented.

To announce the 12 recipients, a general news release was issued

2014 CSR PR AWARDS HALL OF FAME

the day of the awards ceremony, and customized releases on each recipient along with their photos were issued to local media. All news releases were placed on Arch’s website. The ceremony provided Arch’s CEO a platform to talk about education exclusively— with no political agenda or self-promotional mention of coal. The team also produced a special 25th Anniversary video for YouTube.

Arguably the most impactful was news coverage on three major TV networks in the state. In addition, MetroNews provided both website and statewide radio coverage. Two of the 2013 recipients were interviewed live for 10 minutes on MetroNews’ popular radio talkshow, “Hoppy Kercheval’s Talkline.” Arch earned at least nine print stories, two radio broadcasts and three TV stations, as well as an unmeasured number of social media mentions on Twitter and Facebook congratulating award winners.

Arch’s communications team directed employee engagement and messaging strategy, communications materials and distribution channels. The executive team, managers and HR representatives were also brought into the communications process, and they encouraged employee participation by distributing nomination materials to employees. All employees have the ability to nominate an unlimited number of teachers who fit the criteria. Key members of Arch’s executive team also attend the awards festivities to congratulate the recipients in person.

Due to the longevity of the program, Arch and its Teacher Awards program have gained respect among the state’s teachers, administrators, elected officials and citizens. Working closely with the governor’s office and program partners provides an opportunity to build strong business-education partnerships between Arch Coal and state government and education entities.

BRONZE Weber Shandwick with ExxonMobil for Mickelson Exxon Mobil Teachers Academy Now in its ninth year, the Mickelson ExxonMobil Teachers Academy is a week-long professional development program where thirdthrough fifth-grade teachers hone their math and science skills and learn new ways to inspire their students. The Academy—a joint venture between Phil and Amy Mickelson and ExxonMobil, in conjunction with the National Science Teachers Association (NSTA) and Math Solutions—gives 600 educators from school districts across the country the chance to be trained at academies in Texas, Louisiana and New Jersey.

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B E S T C A M PA I G N S U P P O R T I N G E D U C AT I O N To frame the current state of math and science education, Weber Shandwick researched education statistics that examined how the United States compares in these subjects to other global leaders.

Statistics on the current state of STEM helped the team develop key messages and pitch angles to link the Academy to current news and conversation. The Weber Shandwick team also leveraged Phil Michelson’s win at the Open Championship and the partnership with the NSTA to educate the broader public on the importance of equipping grade school science and math teachers with the right tools and knowledge.

In the build-up to the Academy, the team secured interviews with key mainstream media, creating a full-day media tour coinciding with the Jersey City Academy. The added influx of media interest around Phil’s win and his career in golf gave them an opportunity to focus his interviews on the topic of math and science. For his “Today Show” interview, the Weber Shandwick team orchestrated a friendly match of table tennis. During the game, Mickelson was able to highlight how math and science is integral to his game and how these subjects impact daily lives, even in a game of table tennis.

This was an important tactic to educate the general public on the importance of STEM education using unconventional means.

The team was able to further educate the public by securing a position for Phil, Amy and Academy teachers (wearing their red

2014 CSR PR AWARDS HALL OF FAME

Academy t-shirts) to ring the closing bell at the New York Stock Exchange, culminating the day’s media tour. The bell ringing provided a unique opportunity to reach business and key opinion leaders about Mickelson’s work with ExxonMobil to advance STEM education as a key to US competitiveness. The team reached out to key business media offering joint interviews with Mickelson and Dr. Jacobs during Mickelson’s appearance on the NYSE floor.

Weber Shandwick leveraged social media to share the news with internal audiences and external allies, further highlighting to the public the importance of STEM education and well-equipped teachers. The Mickelson Exxon Mobil Teachers Academy Facebook page gave the campaign an effective platform to get potential teacher applicants excited, driving applications for next year’s academy.

The team secured 10 media interviews, resulting in 29 placements nationwide, with 28 including Academy mentions. The broadcast segments reached an estimated audience of at least 8,784,052, with an estimated total publicity value of at least $426,353. Online segments reached an estimated audience of at least 95,064,205 unique visitors per month. Social media coverage surrounding the National Academy included a total of 880 posts appearing on Facebook and Twitter, reaching an estimated audience of 2.2 million followers.

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GOLD Havas PR North America for Chronicling the Road Ahead for Breast Cancer Warriors For 19 years, Ford Motor Co. has supported the fight against breast cancer. Its brand today has become synonymous not just with a thriving US auto industry but also with a huge dedication to the breast cancer cause—to the tune of more than $115 million. Havas PR North America has been PR agency of record for Ford Warriors in Pink for three years. Through research, the team discovered that when people are battling the disease, they are inspired by the tales of other strong people who have fought the same fight. By telling those courageous stories, the agency secured groundbreaking placements for Ford Warriors in Pink and helped them raise a lot of money for the cause.

Ford’s commitment runs well beyond raising funds and the month of October (Breast Cancer Awareness Month); the company is dedicated to making a difference year-round by encouraging women and men to become informed and proactive. Havas PR’s activations happened all year, too, from “new year, new you” features in January through gift guides in December. With the personal engagement of the Models of Courage—who humanized the cause and the fight against breast cancer—in national outreach, local coverage of Race for the Cure events (Susan G. Komen is one of four groups from which Warriors in Pink shoppers can choose to have Ford send their money), blogger events and desk-sides with top editors, among other activations, Havas PR could attract the attention of an increasingly large audience who could relate to their experiences. The team continuously pitched the models to bring their stories to life, and they developed other ideas for events to keep spreading the word.

The new apparel line launches every Mother’s Day; Havas PR promoted the models, the line and a video about it. The next month, they visited all major magazine publishers with the collection and Model of Courage Tina Herold. In August, they began promoting this year’s celebrity-designed T-shirt and its creator, actor Gilles Marini, and his story of losing his father to cancer, then watching his sister-in-law battle breast cancer. September saw the promotion of the launch of “Courage Talks,” a video series on Ford Warriors in Pink’s Facebook page featuring Models of Courage intimately opening up about their experiences on eight topics including handling fear and how life changes.

Work in October 2013 included pitching and touring New York City with Marini and the Dr. Susan Love Research Foundation for two days on the first “Love and Cupcakes Tour” to continue spreading a message of hope, strength and love (and selling merchandise). Havas PR also promoted Ford Warriors in Pink’s new partnership with PopSugar to launch the “In Her World” inspirational video series and interview with Marini; attended the Ladies’ Home Journal “Get Social” blogger conference; talked up PSAs on CBS featuring the Ford Warriors in Pink apparel; and continued to write releases and pitch various activities to local and national markets. The PR pros also paired Ford Motor Co. with key bloggers and other social and traditional media reporters, editors or producers with whom the agency already had a relationship.

The campaign exceeded Ford Warriors in Pink’s media reach from last year, garnering almost 192 million total impressions in 2013; in turn, 2012’s number was double that of the previous year. Key messages were in all coverage—a diverse array of traditional and social media, from fashion to health to news outlets, including some new to the client and high-profile editor’s note mentions. Online impressions totaled 162 million, and in 2013, total sales topped $980,000, which translates to $691,000 raised for the four organizations working to fight breast cancer.

2014 CSR PR AWARDS HALL OF FAME

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S I LV E R ATW Communications for Share Your Meal "Share Your Meal" is a nationwide social program initiated by Danone that aims at combating malnutrition of children in Poland.

The program’s strategic partner is a non-governmental organization, the Federation of Polish Food Banks. The goal of PR activities in 2013 for Danone’s "Share Your Meal" Program was to inform Poles of the extent of malnutrition of children in the country and increase awareness of the fact that a simple gesture makes a big impact.

In past years, the organizers faced difficulties related to publicizing activities and reaching local media with information on the program. ATW Communications came aboard to offer new solutions to address these obstacles. Communication activities were conducted simultaneously in many channels (Internet, TV, radio and print media), reaching different groups with a customized message.

Moreover, for the first time in Poland, a large-scale campaign targeted bloggers, who serve as a source of information for up to 70% of Internet users.

The 10th anniversary of Danone’s "Share Your Meal" social program was celebrated with a special press conference. The meeting featured a presentation of the results of a Millward Brown study commissioned by Danone and the Food Banks on the state of malnutrition of children in Poland. Journalists witnessed first-hand the authenticity of the subject and met children who benefitted from the nutrition program. The program provided 13,000 000 meals for children. The media was informed of the large number of meals given out during 10 years of the Program, made possible by active contribution of consumers who bought Danone products and thousands of volunteers who took part in the annual "Share Your Meal" Nationwide Food Collection. Media relations preparing the public for the 11th edition of the "Share Your Meal" program were conducted through direct contact and meetings, arranged in newsrooms in order to familiarize people with the problem.

Journalists had meetings with a Danone representative and a psychologist who worked with undernourished children.

A key element of the communication activities was the blogosphere.

For this audience, a powerful media angle was the announcement of “Empty Plate Day.” The symbolic picture of the Empty Plate became the most popular picture of the day. What started with 50 leading culinary bloggers who were officially engaged in the Program was soon picked up by the entire Internet community.

Other influential bloggers spontaneously joined in, helping to publicize the problem by posting the Empty Plate content, including

2014 CSR PR AWARDS HALL OF FAME

text, photographs and video materials. Additionally, throughout the campaign, communication was conducted on Facebook.

The second stage of the program included the "Share Your Meal" Nationwide Food Collection. Communication activities included handing out products to volunteers in 3,000 shops all over Poland.

The agency gained support for the program from public opinion leaders—representatives from the world of culture, art and show business. One of the country’s leading fashion bloggers, the daughter of the Polish Prime Minister, was among the participants.

In order to increase the range of the message, the agency proposed to organize a non-standard, no-cost press conference held at the Warsaw Old Town Train in the city center.

Extensive media relations activities resulted in an unparalleled attention in the Polish media for the CSR project of a commercial entity. The media impressions the agency achieved in this project reached a stunning 246,170,929, with 109 news and articles and 996 mentions online. The media result of the 11th edition of the "Share Your Meal" program turned out to be record-breaking. The assumed objective of the campaign— 1,000,000 meals for children—was exceeded by 10%, and 505 tons of food from 411 locations in Poland were collected.

BRONZE Weber Shandwick and Yum! Brands for World Hunger Relief Yum! Brands' annual World Hunger Relief campaign raises awareness, volunteerism and funds for the United Nations' World Food Programme (WFP) and other hunger-relief agencies. Now the world's largest private-sector hunger relief effort, it is a model of corporate social responsibility, the only one of its kind to donate 100 percent of proceeds without restrictions to the WFP and other organizations that fight world hunger. Today the campaign spans 130 countries and leverages 40,000 KFC, Pizza Hut and Taco Bell restaurants, 1.5 million employees and Yum!’s vast social assets. It also features multi-Grammy-award winner and international superstar, Christina Aguilera, who volunteers her time as global hunger spokesperson.

To bolster this effort, Weber Shandwick introduced a multi-lingual, multi-screen global campaign with an estimated $50 million of marketing support. Tactics were all focused on the core objectives of raising awareness, creating volunteerism and raising funds to fight hunger. A new public service announcement (PSA) featuring

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B E S T C A M PA I G N S U P P O R T I N G H E A LT H volunteer spokesperson Christina Aguilera included footage from Aguilera’s field visit to Rwanda. In addition to the new PSA, Aguilera raised awareness for the issue through new World Hunger Relief posters and window clings posted at KFC, Pizza Hut and Taco Bell restaurants worldwide, plus limited advertising and robust online efforts, including the campaign’s website, HungertoHope.com. A separate PSA featured David Novak, Yum! CEO and passionate advocate, and targeted business communities and aired on CNBC, FOX, Bloomberg, BBC and others, as well appearing on a Times Square Jumbotron multiple times throughout October 2013. What’s more, Louisville-based Muhammad Ali Humanitarian Awards presented by Yum! Brands Foundation honored individuals from around the globe.

and raised $3.2 milllion. Pizza Hut helped raise $2.5 million and broad awareness with bold new packaging showcasing WFP’s signature “red cup.” On World Food Day, Yum! launched its first-ever global day of giving to encourage volunteerism and raise funds.

WHR engaged employees and franchises to raise awareness, volunteers and donations: In Honduras and Ecuador franchisees volunteered at local food shelters; in the UK, KFC employees raised $1.6 million through a run/walk-a-thon; Yum! China raised $3.1 million with a social media campaign; Yum! India launched its Hunger to Hope Kitchen; and KFC South Africa’s Ad Hope campaign raised more than $5 million. In Asia, franchisees raised $175,000 in one day through its Fitness Carnival. In the US, KFC auctioned off Colonel Sanders memorabilia, and Taco Bell encouraged fans to support the #WorldHungerRelief effort by donating $1 at #Taco Bell

The most important measure of success: WHR has helped provide nearly 148 million meals this past year alone. Through celebrity volunteerism and global media outreach, WHR 2014 garnered an estimated 4.3 billion earned media impressions, with more than 1.4 billion media impressions in North America. WHR efforts were promoted to KFC, Pizza Hut and Taco Bell’s community of 65M+ Facebook fans worldwide, among many other owned social outlets, and through WHR campaign materials available for Yum!’s 40K stores with an estimated 115M weekly visitors.

2014 CSR PR AWARDS HALL OF FAME

The team also expanded WHR to create a deeper, grassroots movement with the “Hunger2Hope Employee Volunteer Challenge” and implemented Lead2Feed World Hunger Leadership Challenge in cooperation with the USA TODAY Charitable Foundation. Multilingual releases, an Internet press kit, photos, audio releases and b-roll were made for global use, while an integrated social media plan and digital advertising reached hundreds of millions of people.

Yum! also continued to address hunger across the US through its Harvest program.

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GOLD RF|Binder Partners for Johnson & Johnson Topical Healthcare Brands Launch Integrated Campaign with Exclusive Media Event In 2013, the Topical Healthcare Brands (the Brands) of Johnson & Johnson Consumer Companies, Inc. tasked RF|Binder with the challenge of helping to change the consumer perception that first aid products should only be used for “emergency” situations. Instead, the Brands wanted consumers to think of the products as essential items for moments of “everyday care.” To launch this new “Everyday Care” campaign, RF|Binder worked closely with the Brands, which include BAND-AID®, NEOSPORIN®, Johnson & Johnson RED CROSS® and BENADRYL®, to conceive and execute an integrated PR campaign that drove sales of first aid products at retail and launched a new charitable partnership.

Based on the program goals and insights from the research conducted, RF|Binder leveraged the 125th anniversary of the first aid kit, which was created by Johnson & Johnson, to create a larger media hook and convey how this iconic staple has been an essential part of people’s lives over the years; enlisted a celebrity mom spokesperson Maggie Gyllenhaal who embodies the values of the Brands, is relevant to media and could be secured within the small budget allowance; showcased relevancy with a variety of media verticals by focusing on how the first aid kit can be useful for numerous lifestyle categories including parents, athletes, people who love to cook, fashion mavens, frequent travelers, etc.; partnered with Johnson & Johnson’s chief historian to determine the most compelling historical fun facts and artifacts that could be used to engage media at the event; leveraged RF|Binder’s event experts to determine the best venue and event flow that would allow for a visual and impactful experience for media attendees; and helped drive consumer engagement by promoting a retail activation tied to the Safe Kids Worldwide donation that could be highlighted in media coverage The exclusive media event in NYC served as the official campaign kick-off and celebrated the 125th anniversary of the first aid kit and the Brands’ charitable partnership with Safe Kids Worldwide. To bring the history of the first aid kit to life for media attendees, RF|Binder created a museum-style timeline that featured historical artifacts and visuals from the 1880’s to the present. To drive home the modernday usefulness of the first aid kit, the timeline culminated in a “Customize Your First Aid Kit” station that encouraged media to create kits based on different lifestyle categories. To further engage media at the event, remarks from the CEO of Safe Kids Worldwide provided details on how the donation would be used to create sports safety clinics across the country and Maggie Gyllenhaal shared stories on how first aid products have positively impacted her family’s life. The event concluded with Maggie Gyllenhaal unveiling her own custom first aid kit, providing media with a branded "photo moment” and participating in interviews with editors. The morning of the event, RF|Binder secured broadcast segments for Maggie Gyllenhaal on Better TV and Good Day New York and distributed a press release.

Because the campaign did not have dedicated social media platforms to help build consumer awareness, RF|Binder partnered with Macaroni Kid, a social mom network, who promoted the event and overall campaign via their prominent social media channels and in local media. They, along with a group of mommy bloggers from influential mom blog network MomTrends, attended the event and helped amplify buzz to kick off the campaign.

Following the event, RF|Binder developed a digital timeline, fielded a consumer survey and used the results to develop an infographic, and developed creative story angles to drive interest across various media verticals by leveraging the story of how the first aid kit was created and incorporating key messages into seasonal outreach efforts.

Despite several challenges, including a limited planning time period, limited budget, general lack of interest from media and consumers regarding wound-care products and lack of any new products to promote, RF|Binder’s strategic planning and dedicated execution resulted in a media event and PR campaign that yielded consumer and media buzz across traditional, digital, and social channels—including over 150 million media impressions, over 80 editorial stories and five national and local broadcast segments including. Almost 2 million social media users reached via Facebook, Twitter, and Instagram. Most impressively, the PR team helped score a 130% increase in sales of the Brands’ first aid products, which led to a $10,000 donation to Safe Kids Worldwide to conduct sports safety clinics across the country.

2014 CSR PR AWARDS HALL OF FAME

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S I LV E R Weber Shandwick and ExxonMobil for Mickelson Exxon Mobil Teachers Academy Now in its ninth year, the Mickelson ExxonMobil Teachers Academy is a week-long professional development program where thirdthrough fifth-grade teachers hone their math and science skills and learn new ways to inspire their students. The Academy—a joint venture between Phil and Amy Mickelson and ExxonMobil, in conjunction with the National Science Teachers Association (NSTA) and Math Solutions—gives 600 educators from school districts across the country the chance to be trained at academies in Texas, Louisiana and New Jersey.

Weber Shandwick leveraged social media to share the news with internal audiences and external allies, further highlighting to the public the importance of STEM education and well-equipped teachers. The Mickelson Exxon Mobil Teachers Academy Facebook page gave the campaign an effective platform to get potential teacher applicants excited, driving applications for next year’s academy.

The team secured 10 media interviews, resulting in 29 placements nationwide, with 28 including Academy mentions. The broadcast segments reached an estimated audience of at least 8,784,052, with an estimated total publicity value of at least $426,353. Online segments reached an estimated audience of at least 95,064,205 unique visitors per month. Social media coverage surrounding the National Academy included a total of 880 posts appearing on Facebook and Twitter, reaching an estimated audience of 2.2 million followers.

To frame the current state of math and science education, Weber Shandwick researched education statistics that examined how the United States compares in these subjects to other global leaders.

Statistics on the current state of STEM helped the team develop key messages and pitch angles to link the Academy to current news and conversation. The Weber Shandwick team also leveraged Phil Michelson’s win at the Open Championship and the partnership with the NSTA to educate the broader public on the importance of equipping grade school science and math teachers with the right tools and knowledge.

JetBlue for JetBlue Airways – Composting Program at JFK's Terminal 5

In the build-up to the Academy, the team secured interviews with key mainstream media, creating a full day media tour coinciding with the Jersey City Academy. The added influx of media interest around Phil’s win and his career in golf gave them an opportunity to focus his interviews on the topic of math and science. For his “Today Show” interview, the Weber Shandwick team orchestrated a friendly match of table tennis. During the game, Mickelson was able to highlight how math and science is integral to his game and how these subjects impact daily lives, even in a game of table tennis.

This was an important tactic to educate the general public on the importance of STEM education using unconventional means.

Whether off-setting carbon emissions or encouraging customers and crewmembers to do One Thing That’s Green for the environment, JetBlue is committed to doing the right thing both in the air and on the ground. On May 29, 2013 JetBlue announced a partnership with Air Ventures and Royal Waste Services to compost food scraps and leftovers from select restaurants in Terminal 5 (T5) at John F. Kennedy International Airport (JFK). Air Ventures—the franchisee that owns and operates Jamba Juice and Dunkin Donuts restaurants in T5—and Royal Waste Services, committed to work with the airline to separate and haul nearly 300 pounds of food waste each day for composting.

The team was able to further educate the public by securing a position for Phil, Amy and Academy teachers (wearing their red Academy t-shirts) to ring the closing bell at the New York Stock Exchange, culminating the day’s media tour. The bell ringing provided a unique opportunity to reach business and key opinion leaders about Mickelson’s work with ExxonMobil to advance STEM education as a key to US competitiveness. The team reached out to key business media offering joint interviews with Mickelson and Dr. Jacobs during Mickelson’s appearance on the NYSE floor.

JetBlue views sustainability as a long-term approach to balancing business opportunities with the company’s key value of doing the right thing. The strategy focuses on environment, community, people, safety and security, economics and governance. Within these focus areas JetBlue works to establish sustainable commitments and initiatives for issues relevant to the business and stakeholders. Composting is a physical demonstration and tangible outcome of that goal. Composting reduces water and energy usage, as well as reduces the amount of solid waste that goes into

2014 CSR PR AWARDS HALL OF FAME

BRONZE

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BEST EVENT SUPPORTING A C S R / R E P U TAT I O N / S U S TA I N A B I L I T Y C A M PA I G N landfills, immediately limiting the creation of greenhouse gases such as methane.

As with most sustainability projects, every stakeholder involved wants to do the right thing and help. However, any change in process is difficult and challenging, despite the best of intentions.

With composting, JetBlue stakeholders were interested and open from the beginning; however they were doubtful of execution and value. Therefore the program’s strategy was to lead, and thereby break through the barrier between good intentions and action.

JetBlue connected all the stakeholders together, and in one meeting, at one time, flushed out all the challenges. This showed that each challenge was circular and existed only because one stakeholder on the chain had not yet committed to the project. For example, the restaurants would participate if the airport allowed it.

The airport would allow it as long as there was significant support from the restaurants.

Composting is messy, wet, heavy and unusual to handle. With passion and communication, JetBlue was able to explain the process and inherent worth to everyone participating in the program. The most compelling and significantly unique aspect of the program was the personal pride, passion, and genuine curiosity with which service professionals behind the counters embraced the idea of composting. Employees proactively researched what other

2014 CSR PR AWARDS HALL OF FAME

items could be composted, recruited other airport employees to participate and even brought their own food scraps to the designated composting bins. Employees also actively ‘defended’ the composting, chiding anyone who mistakenly attempted to put the wrong type of waste in.

The second aspect of the JetBlue’s T5 compost recycling program was the distribution of the compost collected. Originating from T5, the compost from the food scraps was sent to McEnroe Organic Farm, located in New York State’s Harlem Valley. The farm, which occupies 800 acres, produces vegetables, fruits, poultry, beef, lamb, pork and plant starts. McEnroe’s compost and soils are approved for organic production and are sold in bulk, wholesale and retail. In addition, McEnroe’s Farmers Market offers a variety of products, regional foods, and organic groceries and their education program promotes awareness from field to fork by using their farm as a classroom.

The composting program at T5 in JFK garnered 579,000 traditional media impressions from new outlets including, The New York Daily News, Business Travel USA, American Recycler and the NASDAQ Analyst blog. The program was so popular in social media circles that its Facebook post received six times the engagement of average JetBlue posts.

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GOLD JetBlue for One Thing That’s Green 2013 In 2008, JetBlue launched One Thing That’s Green with the simple notion that if everyone changed one small behavior, they could have one big impact on building a cleaner, greener planet. Every year since, the national campaign has encouraged the public to donate their time in service to their respective communities through participation in tree planting and beautification projects through JetBlue’s network.

In the aftermath of Hurricane Sandy, New Yorkers were engaged and energized with a newfound passion to rebuild the communities that had been taken away from them. Recognizing the opportunity to ramp up the campaign and inspire others to volunteer in New York, JetBlue leveraged integrated marketing and ongoing partnerships to elevate local and national awareness for One Thing That’s Green.

JetBlue worked with the New York Restoration Project (NYRP), the Million Trees NYC initiative and the New York City Department of Parks & Recreation to create the first major tree-planting initiative in the tri-state area post-Sandy.

JetBlue wanted to ensure that the volunteer experience at Highland Park was meaningful and impactful. As much, the goal was to plant more than 2,400 trees to—literally—breathe new life into the communities that had been affected. To differentiate from the volunteer experience in years past, JetBlue’s tree planting in Highland Park included a reforestation project that afforded a greater number of volunteers who had the opportunity to participate in the planting of a forest of trees.

Crewmembers, customers and members of the community were able to register at www.jetblue.com/trees to volunteer for the event in Highland Park. Local Clear Channel radio stations, NYRP and NYC Parks also spread the word. Those who were unable to volunteer at the New York tree-planting event were encouraged by a PSA that was aired on radio and on-board JetBlue televisions to show how they were going green by uploading a picture of their “green” act to www.jetblue.com/pledge. Participants were entered to win prizes, including a Ford C-Max Hybrid, a kitchen makeover from Amana, flights anywhere JetBlue flies, and more. For every submission, JetBlue pledged to plant one tree (up to 25,000 trees) through Carbonfund.org, a nonprofit organization aimed to educate the public about the dangers of climate change. Featured both on board JetBlue seat-back televisions and online, Amy Heidemann and Nick Louis Noonan of the famed pop duo Karmin, were seen in a PSA encouraging viewers to make a green pledge. The video highlighted small changes that the viewer could do to have a positive impact on the planet.

More than 585 volunteers participated in the day-long event that took place on April 20th and included giveaways, complimentary meals and family-fun activities. For generously volunteering their time, all registrants were automatically entered for a chance to win two roundtrip JetBlue tickets. Popular New York Radio personalities, including Z100's Greg T and 103.5 KTU's Paul "Cubby" Bryant, hosted the opening ceremony and Power 105.1's, DJ Whutevva, joined volunteers in the afternoon to help plant more than 2,400 trees. Volunteers participated in tree-planting training, beautification projects and family-friendly entertainment.

JetBlue also leveraged a mix of paid advertising, PR and internal assets, such as jetblue.com advertising, onboard messaging and social media to encourage its customers and crewmembers to participate in the 6th Annual One Thing That’s Green campaign.

Together with partners, JetBlue hosted a large-scale volunteer experience that helped put thousands of trees in the ground. Close to 600 volunteers contributed to bring Highland Park back to life and close to 11,000 online participants pledged to join JetBlue’s commitment to environmentalism and give back in communities that JetBlue serves. Media coverage was at an all-time high and as a result, helped JetBlue continue their commitment to inspire humanity and make a change by educating communities and individuals on ways to better the lives of others.

2014 CSR PR AWARDS HALL OF FAME

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GOLD Havas PR North Americas for Making a Difference for a Newtown Family When Havas PR North America discovered on the day after the massacre in Newtown, Conn., that a former colleague is cousin to Alissa Parker, mother of slain 6-year-old Emilie, they offered their help pro bono. The family was overwhelmed not only by grief but also by an influx of requests from media worldwide. Plus, they were overwhelmed by two other groups: People wanting to help and hateful conspiracy theorists. The PR team needed to quickly save the Parkers from additional trouble or heartache and facilitate their natural tendency to be open and benevolent.

Havas PR North America stepped in to this national tragedy and major international news story and used its power of influence and social media savvy to heal. The PR team initially based its work on crisis experience rather than a formal strategic-development process. They were strategic in the way they communicated to media, family and friends and the general public who craved information about the children and families involved. The first agency on the scene, Havas used all its resources, from design to in-house video editing to media relations, to manage the early part of the crisis swiftly.

The PR pros began by focusing on the word “movement.” First was moving the family off the screen; Emilie’s father held a very moving press conference the day after the shooting, but he needed to turn his focus elsewhere. They then moved the family’s communications to statements and to the WordPress site they created, emilieparkerfund.com. Havas PR has managed all solicitations from and conversations with media from the start, designed and published the website for communication, helped promote a Facebook page started by family friends and shielded the Parkers from the Internet trolls who homed in on Emilie as a proof point for their warped theories.

Havas provided several family-issued statements to handpicked local and national outlets including NBC News and CNN, plus local media in Utah, where the family is from. They also arranged for Emilie’s aunt and uncle to give an interview to Piers Morgan on the one-month anniversary of the shooting and placed a lengthy interview with Alissa and Robbie with CBS at the 100-day anniversary for the network’s cross-platform special report. Although many of these interviews began on television, they live now online.

Havas PR scrupulously monitors all comments on emilieparkerfund.com, keeping an eye out for any potentially threatening, harassing or illegal posts, most of which are generated by conspiracy theorists. The team contacted the FBI in Connecticut and local branches of law enforcement in to report the potential online threats.

Havas PR’s opening and promoting of the social communications channels helped family and friends process the loss of Emilie. The Facebook page has 318,000 likes, and more than 1 million people saw the most popular post through sharing (it had more than 249,000 likes and 17,000 shares). The website has garnered more than 154,000 unique visitors (surging after 100-day-anniversary broadcasts) and more than 855 comments. Now that some time has passed, Havas PR’s plan involves developing ideas for how the Parkers can make a difference forever and turn the tragedy into Emilie’s legacy. The family has relied on the agency to arrange strategic positioning of the launch of the Emilie Parker Art Connection online.

Moving forward from this unspeakable tragedy, Havas PR continues its pro bono efforts to help the family manage its social media presence and develop the Emilie Parker Fund into its next iteration. The agency has also been part of the effort to organize and publicize the Safe and Sound national school safety initiative, launched by Alissa and other mothers of Sandy Hook victims. A segment Havas PR pitched appeared on “CBS This Morning” to launch the effort. In addition, the team has assisted the Parkers in scheduling motivational speeches nationwide and has supported them as Save the Children spokespeople.

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S I LV E R JetBlue Airways and Autism Speaks for Blue Horizons for Autism 2013 JetBlue began with the mission to bring humanity back to air travel.

To this day, JetBlue’s goal remains to better the lives of customers, crewmembers and the communities it serves by bringing unique customer experiences to the skies and on the ground. In the fall of 2013, Autism Speaks and JetBlue, in partnership with the Port Authority of New York and New Jersey and the TSA, hosted the first autism travel practice event of its kind at New York’s JFK Airport. Air travel can be challenging for individuals affected by autism due to symptoms associated with the disorder, including hypersensitivity to large crowds, loud noises and communication difficulties. As a result, many families do not fly due to the fear of the response it could elicit from their children with autism and, subsequently, fellow travelers and airline crewmembers. Through Blue Horizons for Autism, JetBlue provided families and individuals affected by autism with the opportunity to navigate the air travel experience in a realistic, relaxed environment, surrounded by other families in the autism community. The event allowed more than 300 people the opportunity to practice a potentially challenging experience and turn it into a positive and life-changing event.

In addition to supporting the needs of the autistic community, Autism Speaks generously offered their time and talent to train more than 50 JFK crewmembers and a dozen TSA agents. The facilitator explained what the autism spectrum disorder is and addressed how the disorder is characterized including difficulties in social interaction, verbal and nonverbal communication and repetitive behaviors. The facilitator informed participants of best practices for communicating with people affected by autism and provided handouts with strategies to provide the best service possible. In addition, Autism Speaks reached out to their partner organization, Nassau Suffolk Services for Autism, whose behavioral therapists were able to help families overcome the challenges they met in the process.

On September 25, 2013 Blue Horizons for Autism led nearly 300 attendees through every step of the travel experience. The families went to the ticket counter, through security, walked to the gate, waited until boarding, boarded the plane, turned off their personalized electronic devices, taxied around JFK, received snack service, arrived back at the gate (without ever having taken off), deplaned and attended a celebration of their accomplishment after their arrival back at the terminal.

To make all of that happen, JetBlue reserved ticket counter space to

check-in attendees, got a dedicated TSA security line to expedite the process, planned flight schedules to have an open gate available for boarding, worked with network planning to take a plane out of service to use for the simulation, secured jet fuel to give attendees a ride on the tarmac and gained permission from the Port Authority of NY and NJ to taxi around JFK. Autism Speaks recruited attendees, developed a story board for families to use as a practice for the simulations, and organized behavioral therapists to attend the event to help families move through the process. In addition, JetBlue pilots, flight attendants, airport and support staff volunteered their time to provide the best service possible for families attending the program.

Through media placements, it was illustrated that Blue Horizons for Autism was the first-ever large-scale autism travel practice event at JFK Airport for the autism community. Traditional media pick up included major media outlets including the Associated Press, segments on CBS News and FOX News and an article on Huffington Post’s IMPACT channel.

The most-telling element of the program’s success was the fact that every participating family made it further through the travel experience then they ever had before. Parents and children looked forward to their next trip to the airport when they would be leaving JFK for a new destination. JetBlue and Autism Speaks hope to bring the program to other cities in 2014 and will continue to have the event at JFK on every third Saturday of September.

BRONZE O'Reilly DePalma for American Standard Flush For Good Campaign In early 2012, the iconic plumbing company, American Standard, was in a dire situation. Margins had collapsed under the continued global financial crisis and the lackluster U.S. housing recovery.

Previous leadership had taken costs out of the company but failed to build a future-facing strategy. With roots going back more than 140 years, the very survival of the manufacturer of toilets, faucets, tubs, sinks and showerheads was seriously in doubt.

Employee morale, was, well, you-know-where. An uneasy and, frankly, demoralized workforce lacked purpose, conviction, confidence and courage. It was a dynamic that revealed itself in stark terms through a cultural benchmarking conducted by the newly hired CEO Jay Gould in early 2012. American Standard Brands scored in the lowest quartile of all companies measured by

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Gould knew that for the rebuilding to be a success, the company needed to be united, not just in recovery but also in hope and a direction for the future. So he created more than a CSR campaign.

He developed a true higher purpose for the company, to help boost morale at a time when he desperately needed employees focused and engaged to turn the business around.

The company found its future in its past. A classic ad campaign from the 1930’s declared, “The Plumber Protects the Health of the Nation.” Most people in North America never give a thought to the fact that plumbing is literally a life-saving business. But almost 40% of the world’s population still lacks safe sanitation, and nearly 2,000 people die per day, many of them children.

Gould led the development of “Flush For Good,” evoking the company’s 140-year history of sanitation solutions that make life better. With a grant from the Bill & Melinda Gates Foundation, American Standard R&D teams began developing solutions to help stop the spread of disease caused by inadequate sanitation facilities in developing countries. The first product to emerge was SaTo (pronounced SAH-toh, derived from “Safe Toilet”), in early 2013, after eight months of research and field-testing in Bangladesh. This hygienic and low-cost toilet pan uses ingeniously simple mechanical and water seals to close off pit latrines from the open air, thereby reducing the transmission of disease through direct and indirect contact with waste.

Flush For Good promised that for everyone who purchased American Standard’s industry-leading Champion toilet, the company

2014 CSR PR AWARDS HALL OF FAME

would donate a SaTo to people in Bangladesh. The company partnered with organizations including BRAC and WaterAid to distribute the pledged SaTo latrine pans, and also worked with a local distributor in Bangladesh to build a market for the pans, without taking any revenues.

The campaign included media pitching of SaTo and Flush For Good; a “Save Water, Save Lives” e-book, promoted it through PR and social media; five press releases, which also formed the basis for pitching B2C and B2B journalists; and paid newswire distribution.

The team also placed Flush For Good engineering team leader at Sustainable Brands 2013 and developed a partnership with WASH United for World Toilet Day, co-hosting a “Celebrate the Toilet” party.

Earned media coverage for Flush for Good was more than 47 million impressions, and paid distribution boosted total impressions to almost 144 million impressions. The SaTo toilet pan was recognized as a 2013 “Best of What’s New” health innovation by Popular Science magazine, and the e-book saw more than 2,500 views in 10 months. In January, 2013, American Standard “hometown” paper, the NJ Star-Ledger covered Flush for Good as a feature story, and employees cut it out and taped up in the lunchroom. What’s more, in June, 2013, the company underwent a repeat of the Denison Culture survey. The results demonstrated a massive cultural transformation, with improvements from 20 to 50 percentile points in less than 18 months against global benchmarks in the most important measures impacting organizational success.

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GOLD Havas PR North America for Bob Woodruff Foundation: Joining Forces for Those Who Serve The Bob Woodruff Foundation works in partnership with thousands of organizations big and small across the country, giving them grants (to the tune of $20 million to date) so that they can serve wounded vets and their families in their communities. As the foundation’s pro bono PR team, Havas PR focuses on teamwork, too. Collaboration epitomizes great cause work, so they believe in the power of partnerships. For the past five years, the agency has paired the Bob Woodruff Foundation (BWF) with individual and corporate donors, other charitable organizations, social media experts, potential grantees, politicians, board members, important media figures, influential bloggers and media outlets (local, national and international), even fashion stylists—whomever the PR pros knew through research and networks would be key to helping the mission of the foundation: to ensure that injured veterans and their families are thriving long after they return home.

For the past seven years, BWF has executed its biggest maneuver, Stand Up for Heroes, during the week of Veterans Day and the New York Comedy Festival. Bruce Springsteen has performed each year, and in 2013 his famous comrades onstage included Roger Waters, John Mayer, Bill Cosby, Jerry Seinfeld and Jon Stewart. It’s all to honor wounded service members and their families and give them a night out— for hope, healing and fun.

Havas PR’s media targets for Stand Up for Heroes 2013 included entertainment, general news, military and philanthropy outlets. As in previous years, they also targeted pitches to media in the hometowns of a dozen or so veterans who would be attending the event. To get it all off the ground, they first drafted a release detailing the event and the foundation’s work, then directed letters to the local-market media and military outlets. Havas PR also coordinated interview schedules for the dozen veterans and for foundation co-founders Bob and Lee Woodruff, distributed an invitation for the pre-party (which they organized) to military and local media, and media-managed the event and the red carpet at the event’s new, bigger space at the Theater at Madison Square Garden. In addition, they drafted and distributed a media alert and red-carpet speaking points for celebrities and military, conducted extensive outreach ahead of that moment, and distributed redcarpet photos to entertainment press after it was done. Finally, Havas PR wrote and pitched a wrap-up release detailing the event’s activities and successes.

In 2010, Havas PR partnered the foundation with fashion and beauty companies and celebrity stylist Mary Alice Stephenson to give makeovers to 50 female caregivers and wounded military service members who would be attending the event. That idea was so popular among the women, their dates and the media that it has continued; they pitched that aspect of the event to media, too.

Throughout, the team used the foundation’s Facebook, Twitter and Instagram accounts and a website as supporting material for the press.

They also took over those pages before the event to give an up-close look at the inspirational stories of the veterans who motivate the work of the Woodruff family. Plus, they developed posts for @Stand4Heroes, BWF’s handle. Havas PR’s independent social media consultancy, SocialProvidence, brought the concert to life through a live Google+ Hangout—an interactive discussion among musicians on location, celebrities and veterans on the impact of the foundation, and a free pass to part of the sold-out concert. One key tactic was integrating it with BWF’s Twitter, Facebook and Instagram platforms to deliver a unified message and increase donations by driving a social conversation around Stand Up for Heroes. All part of a pro bono package, SocialProvidence also developed and implemented a content calendar for the two weeks before the event and built buzz on social media, leveraging celebrity partnerships to drive a global conversation. The agency volunteered $120,000 worth of time (figured at $200 per hour) to help make this stand-alone charitable event a success.

In 2012, Havas PR CEO Marian Salzman, who sits on the foundation’s board, threw a backyard barbecue at her home in Connecticut to raise visibility and money (many agency staff served on the Junior Committee or otherwise assisted). That evening was instrumental in beginning BWF’s courtship with PepsiCo and its partnership with #GivingTuesday, which launched later that year and allowed the foundation (and thousands of other organizations worldwide) to raise funds through microdonations and activate a new social media audience.

2014 CSR PR AWARDS HALL OF FAME

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S I LV E R Blick&Staff Communications for 2013 Change Your Clock Change Your Battery® Home fires kill an average of seven people every day in the United States. A working smoke alarm can make the difference in whether you have the critical extra seconds to safely escape. Twenty-eight million homes are at risk today because they either don’t have smoke alarms or the alarms are inoperable. In the U.S., 62 percent of home fire deaths are the result of fires in homes with inoperable or missing smoke alarms. Thirty-eight percent of fatal fire injuries occur in homes without working smoke alarms, and twenty-four percent occur in homes in which at least one smoke alarm is present but fails to operate, frequently due to dead or missing batteries.

In 1987, Energizer and the International Association of Fire Chiefs (IAFC) realized that keeping families safe frequently came down to a simple working battery in home smoke alarms. They created Change Your Clock Change Your Battery® (CYCCYB) to leverage the daylight savings time change each year as a timely reminder to change the batteries in smoke alarms and carbon monoxide detectors when families change the clocks. Blick&Staff Communications has the privilege of being the agency that helped launch the program. In the fall of 2013, the program celebrated its 26th year making it one of the longest-running fire safety programs in the country.

A combination of earned and owned tactics helped the team optimize the endorsement of third-party influencers and guarantee message delivery across different media.

Beginning Oct.1, they targeted national media, leveraging the start of National Fire Prevention Month and emphasizing the life-saving importance of smoke detectors. They staggered community events throughout the weeks leading up to the time change and focused local media outreach around those events. The team also did a heavy push with meteorologists in the top 50 markets the weekend of the time change, mailing them plush Energizer “fire” Bunnies that they could use on air to remind their viewers.

Next, they offered retail partners the opportunity to host a cobranded event at their store in exchange for incremental Energizer / CYCCYB displays. This led to increased visibility for Energizer and the CYCCYB program and offered additional encouragement for consumers to purchase Energizer® batteries. The team promoted the events in the community, which helped drive consumers into stores. Not only did this raise awareness for the retail partner’s efforts but it also aligned them in consumers’ minds with a

2014 CSR PR AWARDS HALL OF FAME

respected community resource—their local fire department.

Already positioned as trusted safety resources in their communities, working with the IAFC’s network of 6,400 local fire departments allowed them to reach more people in more places. As campaign ambassadors, the fire fighters deliver Energizer® batteries into consumers’ homes and share the life-saving CYCCYB message.

All in all, the PR team secured a program reminder in Dear Abby’s Oct.31st column, which is published in 1,400 newspapers worldwide with a readership of more than 110 million; garnered more than 2,000 media placements resulting in more than 400 million total media impressions; and averaged 5 placements and 1.5 million impressions per local event market. As a bonus, several media stories directly linked the program to saving lives. A Facebook sweepstakes outperformed all prior Energizer Facebook sweepstakes with more than 80,000 entries, and engagement on Twitter reached new heights with more than 9,000 tweets about the program. Ten events were executed with retail partners, and more than 250,000 batteries were donated in homes.

S I LV E R Weber Shandwick and Yum! Brands for World Hunger Relief Yum! Brands' annual World Hunger Relief campaign raises awareness, volunteerism and funds for the United Nations' World Food Programme (WFP) and other hunger-relief agencies. Now the world's largest private-sector hunger relief effort, it is a model of corporate social responsibility, the only one of its kind to donate 100 percent of proceeds without restrictions to the WFP and other organizations that fight world hunger. Today the campaign spans 130 countries and leverages 40,000 KFC, Pizza Hut and Taco Bell restaurants, 1.5 million employees and Yum!’s vast social assets. It also features multi-Grammy-award winner and international superstar, Christina Aguilera, who volunteers her time as global hunger spokesperson.

To bolster this effort, Weber Shandwick introduced a multi-lingual, multi-screen global campaign with an estimated $50 million of marketing support. Tactics were all focused on the core objectives of raising awareness, creating volunteerism and raising funds to fight hunger. A new public service announcement (PSA) featuring volunteer spokesperson Christina Aguilera included footage from Aguilera’s field visit to Rwanda. In addition to the new PSA, Aguilera raised awareness for the issue through new World Hunger Relief posters and window clings posted at KFC, Pizza Hut and Taco Bell

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WHR engaged employees and franchises to raise awareness, volunteers and donations: In Honduras and Ecuador franchisees volunteered at local food shelters; in the UK, KFC employees raised $1.6 million through a run/walk-a-thon; Yum! China raised $3.1 million with a social media campaign; Yum! India launched its Hunger to Hope Kitchen; and KFC South Africa’s Ad Hope campaign raised more than $5 million. In Asia, franchisees raised $175,000 in one day through its Fitness Carnival. In the US, KFC auctioned off Colonel Sanders memorabilia, and Taco Bell encouraged fans to support the #WorldHungerRelief effort by donating $1 at #Taco Bell and raised $3.2 milllion. Pizza Hut helped raise $2.5 million and broad awareness with bold new packaging showcasing WFP’s signature “red cup.” On World Food

2014 CSR PR AWARDS HALL OF FAME

Day, Yum! launched its first-ever global day of giving to encourage volunteerism and raise funds.

The team also expanded WHR to create a deeper, grassroots movement with the “Hunger2Hope Employee Volunteer Challenge” and implemented Lead2Feed World Hunger Leadership Challenge in cooperation with the USA TODAY Charitable Foundation.

Multilingual releases, an Internet press kit, photos, audio releases and b-roll were made for global use, while an integrated social media plan and digital advertising reached hundreds of millions of people. Yum! also continued to address hunger across the US through its Harvest program.

The most important measure of success: WHR has helped provide nearly 148 million meals this past year alone. Through celebrity volunteerism and global media outreach, WHR 2014 garnered an estimated 4.3 billion earned media impressions, with more than 1.4 billion media impressions in North America. WHR efforts were promoted to KFC, Pizza Hut and Taco Bell’s community of 65M+ Facebook fans worldwide, among many other owned social outlets, and through WHR campaign materials available for Yum!’s 40K stores with an estimated 115M weekly visitors.

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GOLD RF|Binder Partners and JOHNSON'S® Baby You’re Doing OK!: JOHNSON’S® Baby Gives Back and Reassures Moms with Digital “Care Cards” IIn 2012, JOHNSON’S® Baby launched a groundbreaking cause marketing platform, JOHNSON’S® Baby Cares, to communicate the brand’s ongoing commitment to giving back to babies and families, while also serving as a vehicle to help protect the heritage of the over 100year-old brand and make it relevant to new moms. 2012 was a year of building and engaging consumers to advocate for the brand, and RF|Binder leveraged social media to reach moms where they spend most of their time: online. Due to the strategic positioning and successful launch of JOHNSON’S® Baby Cares in 2012, RF|Binder and the brand worked to evolve the 2013 program into a signature campaign that would reach and activate moms through social media and include surround-sound integration across the marketing mix.

The PR team collaborated with the JOHNSON’S® Baby brand’s advertising partners where applicable. The advertising campaign platform, “You’re Doing OK, Mom” became the main message for 2013, communicating the brand’s commitment to reassuring all moms and facilitating mom-to-mom support. In addition, they leveraged the brand relationship with TODAY to secure a segment for the spokesperson to launch the program on air.

RF|Binder developed “Care Cards,” a Facebook e-card distribution channel where consumers could create and send a card with a message of reassurance to another mom, with each card triggering a $1 donation to Save the Children®. By hosting this platform on the brand’s Facebook page, they provided a means for consumer participation, while allowing them to engage with the brand’s other posts while visiting. They promoted the Facebook page via traditional media outreach and social ambassadors.

The PR team employed a variety of tactics to tap and mobilize the mom influencer community online. The JOHNSON’S® Baby Cares Council, a group of blogger ambassadors, were amongst the first to break the news of the new campaign. They were also invited to host “Care Card Parties” where they created physical “Care Cards” that were packed with JOHNSON’S® Baby essential products for donation to local charities. In addition to the Cares Council, two other blogger tours (general market and Hispanic) were conducted to further tap these essential online advocates.

The team also chose to once again partner with Hilary Duff and Save the Children®. They orchestrated a volunteer day with Hilary and Save the Children’s® Early Steps to School Success (ESSS) initiative that provides parenting and pre-natal education to moms, perfectly tying in to the campaign message of mom-to-mom support and reassurance. This event enabled them to capture key assets to use in support of the program launch.

After inviting a Parents reporter to interview and observe Hilary’s visit, she broke the story on Parents.com, tactically timed one day prior to the press release announcement and Hilary’s kick-off appearance on “Today.” To round out the program and garner traditional media, a two-day NYC media blitz was orchestrated where Hilary conducted six national broadcast interviews and twelve interviews with top parenting and lifestyle outlets. In addition to an SMT, RF|Binder coordinated a Video News Release using assets from Hilary’s volunteer day which was picked up by over 426 online outlets.

The campaign blew through the goal of 150K “Care Cards” sent, hitting 218K+ in just over two weeks. By directing media and brand ambassadors to promote the Care Card tab, 98% of all secured coverage linked to the brand’s Facebook page and program tab.

By tapping Hilary’s Twitter, Instagram and Blog, they were able to secure an online reach of over 68M from her social channels alone, all posts promoting her work with the brand and directing followers to the Facebook page. In addition, the #JOHNSONSBabyCARES hashtag trended during a Twitter party and had a reach of over 12M users. Moreover, the campaign far surpassed all established measures for success—garnering 802 media placements and resulting in 362M impressions.

2014 BULLDOG AWARDS HALL OF FAME

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S I LV E R

teams. Based on the “rock star” theme, the video team also created an engaging video like the former VHI “Behind the Music” series.

Cambia Health Solutions for Cambia Employee Giving Campaignl

Overall, campaign success required all communications elements to work together to deliver consistent and frequent messaging over the two-week timeframe. The PR team strategically develops campaigns to use a mix of tactics that will build upon one another to drive participation and convey awareness that the campaign is in progress. From the more than 1,600 known views of the video via the company intranet and YouTube to maximizing company communication channels, the overall communications strategy worked to help achieve sixty-four percent participation of all Cambia employees and

As a family of companies focused on health and wellness, Cambia Health Solutions has as its cause the mission to “Serve as a catalyst to transform healthcare, creating a person-focused and economically sustainable system.” That cause undergirds all work and business objectives across the enterprise.

The annual Cambia Employee Giving Campaign is a visible way for the company to drive toward that cause by enhancing its competitive advantage and culture of philanthropy among employees. In the two-week fall campaign, the team takes a strategic approach to engaging employees in corporate philanthropy. The campaign itself is largely the only activity across the enterprise that rallies the company’s 5,500-some employees at once in a collective effort to carry out a corporate value that “reflects our commitment to serving others before ourselves.”

Through it, Cambia acts as a good corporate citizen, generating a positive reputation that attracts and retains talented employees— providing an outlet for them to support causes they care about and supporting their efforts by applying a company match of 50 percent (via Cambia Health Foundation) to all qualified gifts.

In addition to using routine communication tools (i.e. online employee newsletter, memos) and with a detailed communications matrix as a roadmap, the communications team engaged out-ofthe-box strategies with the common theme “Give Like a Rock Star” and the tag “Cambia ‘amps’ your giving.” Kick-off events for management took place prior to the start of the campaign to encourage directors, managers and supervisors to come up with creative ways to engage their teams in “Give Like a Rock Star” activities and friendly competitions, while also reinforcing messaging. The team created and posted a management toolkit online including FAQs, guidelines, creative engagement ideas and more.

Cambia deployed on-the-ground teams to distribute a campaign postcard to employee desks on the first day of the campaign and activated “roving carts” pushed by management and committee members (often in theme costume) featuring campaign information and healthy snacks labeled with facts about giving. Employee volunteers staffed information centers in high-traffic areas in each office location for employees to turn in a pledge form, spin a wheel for prizes while learning more about the campaign, and meet with representatives of key nonprofit partners. They developed themerelated “canned messages” that committee members blitzed to their

2014 CSR PR AWARDS HALL OF FAME

$1.32 million pledged by employees. With the Cambia Health Foundation 50 percent match, more than $1.9 million will go to 1,200-some nonprofits nationwide. Moreover, according to the campaign administrator and expert in workplace giving, the campaign exceeded participation by more than 20 points over its 70-some other clients; and is a percentage more than two times the national average.

BRONZE Weber Shandwick and Yum! Brands for World Hunger Relief Yum! Brands' annual World Hunger Relief campaign raises awareness, volunteerism and funds for the United Nations' World Food Programme (WFP) and other hunger-relief agencies. Now the world's largest private-sector hunger relief effort, it is a model of corporate social responsibility, the only one of its kind to donate 100 percent of proceeds without restrictions to the WFP and other organizations that fight world hunger. Today the campaign spans 130 countries and leverages 40,000 KFC, Pizza Hut and Taco Bell restaurants, 1.5 million employees and Yum!’s vast social assets. It also features multi-Grammy-award winner and international superstar, Christina Aguilera, who volunteers her time as global hunger spokesperson.

To bolster this effort, Weber Shandwick introduced a multi-lingual, multi-screen global campaign with an estimated $50 million of marketing support. Tactics were all focused on the core objectives of raising awareness, creating volunteerism and raising funds to fight hunger. A new public service announcement (PSA) featuring volunteer spokesperson Christina Aguilera included footage from Aguilera’s field visit to Rwanda. In addition to the new PSA, Aguilera

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B E S T C H A R I TA B L E G I V I N G / F U N D R A I S I N G C A M PA I G N raised awareness for the issue through new World Hunger Relief posters and window clings posted at KFC, Pizza Hut and Taco Bell restaurants worldwide, plus limited advertising and robust online efforts, including the campaign’s website, HungertoHope.com. A separate PSA featured David Novak, Yum! CEO and passionate advocate, and targeted business communities and aired on CNBC, FOX, Bloomberg, BBC and others, as well appearing on a Times Square Jumbotron multiple times throughout October 2013. What’s more, Louisville-based Muhammad Ali Humanitarian Awards presented by Yum! Brands Foundation honored individuals from around the globe.

WHR engaged employees and franchises to raise awareness, volunteers and donations: In Honduras and Ecuador franchisees volunteered at local food shelters; in the UK, KFC employees raised $1.6 million through a run/walk-a-thon; Yum! China raised $3.1 million with a social media campaign; Yum! India launched its Hunger to Hope Kitchen; and KFC South Africa’s Ad Hope campaign raised more than $5 million. In Asia, franchisees raised $175,000 in one day through its Fitness Carnival. In the US, KFC auctioned off Colonel Sanders memorabilia, and Taco Bell encouraged fans to support the #WorldHungerRelief effort by donating $1 at #Taco Bell and raised $3.2 milllion. Pizza Hut helped raise $2.5 million and

2014 CSR PR AWARDS HALL OF FAME

broad awareness with bold new packaging showcasing WFP’s signature “red cup.” On World Food Day, Yum! launched its first-ever global day of giving to encourage volunteerism and raise funds.

The team also expanded WHR to create a deeper, grassroots movement with the “Hunger2Hope Employee Volunteer Challenge” and implemented Lead2Feed World Hunger Leadership Challenge in cooperation with the USA TODAY Charitable Foundation. Multilingual releases, an Internet press kit, photos, audio releases and b-roll were made for global use, while an integrated social media plan and digital advertising reached hundreds of millions of people.

Yum! also continued to address hunger across the US through its Harvest program.

The most important measure of success: WHR has helped provide nearly 148 million meals this past year alone. Through celebrity volunteerism and global media outreach, WHR 2014 garnered an estimated 4.3 billion earned media impressions, with more than 1.4 billion media impressions in North America. WHR efforts were promoted to KFC, Pizza Hut and Taco Bell’s community of 65M+ Facebook fans worldwide, among many other owned social outlets, and through WHR campaign materials available for Yum!’s 40K stores with an estimated 115M weekly visitors.

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GOLD JetBlue One Thing That’s Green 2013 In 2008, JetBlue launched One Thing That’s Green with the simple notion that if everyone changed one small behavior, they could have one big impact on building a cleaner, greener planet. Every year since, the national campaign has encouraged the public to donate their time in service to their respective communities through participation in tree planting and beautification projects through JetBlue’s network.

In the aftermath of Hurricane Sandy, New Yorkers were engaged and energized with a newfound passion to rebuild the communities that had been taken away from them. Recognizing the opportunity to ramp up the campaign and inspire others to volunteer in New York, JetBlue leveraged integrated marketing and ongoing partnerships to elevate local and national awareness for One Thing That’s Green.

JetBlue worked with the New York Restoration Project (NYRP), the Million Trees NYC initiative and the New York City Department of Parks & Recreation to create the first major tree-planting initiative in the tri-state area post-Sandy.

JetBlue wanted to ensure that the volunteer experience at Highland Park was meaningful and impactful. As much, the goal was to plant more than 2,400 trees to—literally—breathe new life into the communities that had been affected. To differentiate from the volunteer experience in years past, JetBlue’s tree planting in Highland Park included a reforestation project that afforded a greater number of volunteers who had the opportunity to participate in the planting of a forest of trees.

Crewmembers, customers and members of the community were able to register at www.jetblue.com/trees to volunteer for the event in Highland Park. Local Clear Channel radio stations, NYRP and NYC Parks also spread the word. Those who were unable to volunteer at the New York tree-planting event were encouraged by a PSA that was aired on radio and on-board JetBlue televisions to show how they were going green by uploading a picture of their “green” act to www.jetblue.com/pledge. Participants were entered to win prizes, including a Ford C-Max Hybrid, a kitchen makeover from Amana, flights anywhere JetBlue flies, and more. For every submission, JetBlue pledged to plant one tree (up to 25,000 trees) through Carbonfund.org, a nonprofit organization aimed to educate the public about the dangers of climate change. Featured both on board JetBlue seat-back televisions and online, Amy Heidemann and Nick Louis Noonan of the famed pop duo Karmin, were seen in a PSA encouraging viewers to make a green pledge. The video highlighted small changes that the viewer could do to have a positive impact on the planet.

More than 585 volunteers participated in the day-long event that took place on April 20th and included giveaways, complimentary meals and family-fun activities. For generously volunteering their time, all registrants were automatically entered for a chance to win two roundtrip JetBlue tickets. Popular New York Radio personalities, including Z100's Greg T and 103.5 KTU's Paul "Cubby" Bryant, hosted the opening ceremony and Power 105.1's, DJ Whutevva, joined volunteers in the afternoon to help plant more than 2,400 trees. Volunteers participated in tree-planting training, beautification projects and family-friendly entertainment.

JetBlue also leveraged a mix of paid advertising, PR and internal assets, such as jetblue.com advertising, onboard messaging and social media to encourage its customers and crewmembers to participate in the 6th Annual One Thing That’s Green campaign.

Together with partners, JetBlue hosted a large-scale volunteer experience that helped put thousands of trees in the ground. Close to 600 volunteers contributed to bring Highland Park back to life and close to 11,000 online participants pledged to join JetBlue’s commitment to environmentalism and give back in communities that JetBlue serves. Media coverage was at an all-time high and as a result, helped JetBlue continue their commitment to inspire humanity and make a change by educating communities and individuals on ways to better the lives of others.

2014 CSR PR AWARDS HALL OF FAME

28

B E S T C O R P O R AT E I M AG E C A M PA I G N

S I LV E R Krupp Kommunications for Super Service Challenge This year, Super Bowl Weekend’s biggest winners weren’t just the players on the field: Media packed the Marriot Marquis’ Astor Ballroom on Friday, January 31st, to hear Super Service Challenge founder Dave Lindsey, executive director Mike Lantz, and New Orleans Saints’ quarterback Drew Brees announce the four grand prize winners of the 2013 Super Service Challenge and honor their spirit of service in the workplace. The Super Service Challenge, a nationwide charitable effort started in 2011, partners with Drew Brees' Brees Dream Foundation to encourage companies and organizations to spread a heart of service and win money for deserving nonprofit charities across the country. Throughout last fall, 2,200 teams in 42 states served more than 700 non-profit charities across the U.S. as part of the 2013 Super Service Challenge, putting in a total of 50,000 hours of service. Over $1,000,000 was given away this year to non-profit organizations served by companies around the country through the Super Service Challenge.

Lindsey, who founded the Super Service Challenge after seeing the incredible catalyst of camaraderie and teamwork it sparked inside his own company, Defender Direct, noticed that productivity increased markedly, and the company had some of its highest sales and fulfillment rates during their company-wide service challenge.

From its start inside Defender Direct, the Super Service Challenge spread locally in its first year, regionally in its second, and went nationwide in its third year.

Krupp Kommunications (K2) was brought on board a mere eight days before the Super Service Challenge press conference—which took place during the Super Bowl Breakfast on January 31st, 2014—not only to plan and organize the press conference itself, but also to secure top-tier media to attend including national and local

2014 CSR PR AWARDS HALL OF FAME

press in the week leading up to the event. The client wanted a shift made; they wanted to take the initiative from a company-directed effort to an individual effort. The mindset shifted from a giving company to a company of givers, and this shift inspired Dave Lindsey to turn the initiative into a global movement with the belief that all business can benefit from being a company of givers.

Krupp Kommunications ignited the media to be its messengers, reaching the masses and establishing national recognition. Krupp Kommunications refused to take no for an answer and used innovative means to achieve the goal. For example, the team stood outside the plaza at 7 a.m. to get Al Roker’s attention and ultimately got the Super Service Challenge 20 seconds on air. They also strategically incorporated previously recorded video with newly created b-roll to develop a piece for international piece that garnered a massive amount of impressions.

Within these eight days, K2 was able to secure impressions totaling a staggering 332,283,699,447. These placements included national broadcast shows, national and regional print and several online outlets. K2 also wrote and created an INR and ANR, which earned an additional 177 million impressions. Adding to the already-arduous demands of the event was the fact that K2 was quite literally starting from scratch with the Super Service Challenge as a client. K2 had to craft all press materials, including media kits, press releases, a video package and sizzle reel, concise and consistent messaging points for talent, comprehensive messaging for the Super Service Challenge initiative itself, an engaging script for Lindsey and Brees’ comments at the Super Bowl Breakfast, and a thoughtful and meaningful script for Lantz, Lindsey, and Brees’ remarks at the press conference. K2 also designed and created promotional apparel in the eight days leading up to the event, including customized hats for all of the event’s attendees.

The Super Service Challenge was a whirlwind of hard work with only eight days to make this event the success that it was and as a company Krupp Kommunications couldn’t be prouder of its results and the message behind Super Service Challenge.

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B E S T C O M M U N I T Y R E L AT I O N S C A M PA I G N

GOLD Krupp Kommunications for Super Service Challenge This year, Super Bowl Weekend’s biggest winners weren’t just the players on the field: Media packed the Marriot Marquis’ Astor Ballroom on Friday, January 31st, to hear Super Service Challenge founder Dave Lindsey, executive director Mike Lantz, and New Orleans Saints’ quarterback Drew Brees announce the four grand prize winners of the 2013 Super Service Challenge and honor their spirit of service in the workplace. The Super Service Challenge, a nationwide charitable effort started in 2011, partners with Drew Brees' Brees Dream Foundation to encourage companies and organizations to spread a heart of service and win money for deserving nonprofit charities across the country. Throughout last fall, 2,200 teams in 42 states served more than 700 non-profit charities across the U.S. as part of the 2013 Super Service Challenge, putting in a total of 50,000 hours of service. Over $1,000,000 was given away this year to non-profit organizations served by companies around the country through the Super Service Challenge.

Lindsey, who founded the Super Service Challenge after seeing the incredible catalyst of camaraderie and teamwork it sparked inside his own company, Defender Direct, noticed that productivity increased markedly, and the company had some of its highest sales and fulfillment rates during their company-wide service challenge. From its start inside Defender Direct, the Super Service Challenge spread locally in its first year, regionally in its second, and went nationwide in its third year.

Krupp Kommunications (K2) was brought on board a mere eight days before the Super Service Challenge press conference—which took place during the Super Bowl Breakfast on January 31st, 2014—not only to plan and organize the press conference itself, but also to secure top-tier media to attend including national and local press in the week leading up to the event. The client wanted a shift made; they wanted to take the initiative from a company-directed effort to an individual effort. The mindset shifted from a giving company to a company of givers, and this shift inspired Dave Lindsey to turn the initiative into a global movement with the belief that all business can benefit from being a company of givers.

Krupp Kommunications ignited the media to be its messengers, reaching the masses and establishing national recognition. Krupp Kommunications refused to take no for an answer and used innovative means to achieve the goal. For example, the team stood outside the plaza at 7 a.m. to get Al Roker’s attention and ultimately got the Super Service Challenge 20 seconds on air. They also strategically incorporated previously recorded video with newly created b-roll to develop a piece for international piece that garnered a massive amount of impressions.

Within these eight days, K2 was able to secure impressions totaling a staggering 332,283,699,447. These placements included national broadcast shows, national and regional print and several online outlets. K2 also wrote and created an INR and ANR, which earned an additional 177 million impressions. Adding to the already-arduous demands of the event was the fact that K2 was quite literally starting from scratch with the Super Service Challenge as a client. K2 had to craft all press materials, including media kits, press releases, a video package and sizzle reel, concise and consistent messaging points for talent, comprehensive messaging for the Super Service Challenge initiative itself, an engaging script for Lindsey and Brees’ comments at the Super Bowl Breakfast, and a thoughtful and meaningful script for Lantz, Lindsey, and Brees’ remarks at the press conference. K2 also designed and created promotional apparel in the eight days leading up to the event, including customized hats for all of the event’s attendees.

The Super Service Challenge was a whirlwind of hard work with only eight days to make this event the success that it was and as a company Krupp Kommunications couldn’t be prouder of its results and the message behind Super Service Challenge

2014 CSR PR AWARDS HALL OF FAME

30

B E S T E M P L OY E E / S TA K E H O L D E R E N G AG E M E N T P RO G R A M FOR GOOD WORKS

GOLD JetBlue and Autism Speaks for Blue Horizons for Autism 2013 JetBlue began with the mission to bring humanity back to air travel. To this day, JetBlue’s goal remains to better the lives of customers, crewmembers and the communities it serves by bringing unique customer experiences to the skies and on the ground. In the fall of 2013, Autism Speaks and JetBlue, in partnership with the Port Authority of New York and New Jersey and the TSA, hosted the first autism travel practice event of its kind at New York’s JFK Airport. Air travel can be challenging for individuals affected by autism due to symptoms associated with the disorder, including hypersensitivity to large crowds, loud noises and communication difficulties. As a result, many families do not fly due to the fear of the response it could elicit from their children with autism and, subsequently, fellow travelers and airline crewmembers. Through Blue Horizons for Autism, JetBlue provided families and individuals affected by autism with the opportunity to navigate the air travel experience in a realistic, relaxed environment, surrounded by other families in the autism community. The event allowed more than 300 people the opportunity to practice a potentially challenging experience and turn it into a positive and life-changing event.

In addition to supporting the needs of the autistic community, Autism Speaks generously offered their time and talent to train more than 50 JFK crewmembers and a dozen TSA agents. The facilitator explained what the autism spectrum disorder is and addressed how the disorder is characterized including difficulties in social interaction, verbal and nonverbal communication and repetitive behaviors. The facilitator informed participants of best practices for communicating with people affected by autism and provided handouts with strategies to provide the best service possible. In addition, Autism Speaks reached out to their partner organization, Nassau Suffolk Services for Autism, whose behavioral therapists were able to help families overcome the challenges they met in the process.

On September 25, 2013 Blue Horizons for Autism led nearly 300 attendees through every step of the travel experience. The families went to the ticket counter, through security, walked to the gate, waited until boarding, boarded the plane, turned off their personalized electronic devices, taxied around JFK, received snack service, arrived back at the gate (without ever having taken off), deplaned and attended a celebration of their accomplishment after their arrival back at the terminal.

To make all of that happen, JetBlue reserved ticket counter space to check-in attendees, got a dedicated TSA security line to expedite the process, planned flight schedules to have an open gate available for boarding, worked with network planning to take a plane out of service to use for the simulation, secured jet fuel to give attendees a ride on the tarmac and gained permission from the Port Authority of NY and NJ to taxi around JFK. Autism Speaks recruited attendees, developed a story board for families to use as a practice for the simulations, and organized behavioral therapists to attend the event to help families move through the process. In addition, JetBlue pilots, flight attendants, airport and support staff volunteered their time to provide the best service possible for families attending the program.

Through media placements, it was illustrated that Blue Horizons for Autism was the first-ever large-scale autism travel practice event at JFK Airport for the autism community. Traditional media pick up included major media outlets including the Associated Press, segments on CBS News and FOX News and an article on Huffington Post’s IMPACT channel.

The most-telling element of the program’s success was the fact that every participating family made it further through the travel experience then they ever had before. Parents and children looked forward to their next trip to the airport when they would be leaving JFK for a new destination. JetBlue and Autism Speaks hope to bring the program to other cities in 2014 and will continue to have the event at JFK on every third Saturday of September.

2014 CSR PR AWARDS HALL OF FAME

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B E S T G R E E N / E N V I RO N M E N TA L C A M PA I G N

GOLD JetBlue One Thing That’s Green 2013 In 2008, JetBlue launched One Thing That’s Green with the simple notion that if everyone changed one small behavior, they could have one big impact on building a cleaner, greener planet. Every year since, the national campaign has encouraged the public to donate their time in service to their respective communities through participation in tree planting and beautification projects through JetBlue’s network.

In the aftermath of Hurricane Sandy, New Yorkers were engaged and energized with a newfound passion to rebuild the communities that had been taken away from them. Recognizing the opportunity to ramp up the campaign and inspire others to volunteer in New York, JetBlue leveraged integrated marketing and ongoing partnerships to elevate local and national awareness for One Thing That’s Green.

JetBlue worked with the New York Restoration Project (NYRP), the Million Trees NYC initiative and the New York City Department of Parks & Recreation to create the first major tree-planting initiative in the tri-state area post-Sandy.

JetBlue wanted to ensure that the volunteer experience at Highland Park was meaningful and impactful. As much, the goal was to plant more than 2,400 trees to—literally—breathe new life into the communities that had been affected. To differentiate from the volunteer experience in years past, JetBlue’s tree planting in Highland Park included a reforestation project that afforded a greater number of volunteers who had the opportunity to participate in the planting of a forest of trees.

Crewmembers, customers and members of the community were able to register at www.jetblue.com/trees to volunteer for the event in Highland Park. Local Clear Channel radio stations, NYRP and NYC Parks also spread the word. Those who were unable to volunteer at the New York tree-planting event were encouraged by a PSA that was aired on radio and on-board JetBlue televisions to show how they were going green by uploading a picture of their “green” act to www.jetblue.com/pledge. Participants were entered to win prizes, including a Ford C-Max Hybrid, a kitchen makeover from Amana, flights anywhere JetBlue flies, and more. For every submission, JetBlue pledged to plant one tree (up to 25,000 trees) through Carbonfund.org, a nonprofit organization aimed to educate the public about the dangers of climate change. Featured both on board JetBlue seat-back televisions and online, Amy Heidemann and Nick Louis Noonan of the famed pop duo Karmin, were seen in a PSA encouraging viewers to make a green pledge. The video highlighted small changes that the viewer could do to have a positive impact on the planet.

More than 585 volunteers participated in the day-long event that took place on April 20th and included giveaways, complimentary meals and family-fun activities. For generously volunteering their time, all registrants were automatically entered for a chance to win two roundtrip JetBlue tickets. Popular New York Radio personalities, including Z100's Greg T and 103.5 KTU's Paul "Cubby" Bryant, hosted the opening ceremony and Power 105.1's, DJ Whutevva, joined volunteers in the afternoon to help plant more than 2,400 trees. Volunteers participated in tree-planting training, beautification projects and family-friendly entertainment.

JetBlue also leveraged a mix of paid advertising, PR and internal assets, such as jetblue.com advertising, onboard messaging and social media to encourage its customers and crewmembers to participate in the 6th Annual One Thing That’s Green campaign.

Together with partners, JetBlue hosted a large-scale volunteer experience that helped put thousands of trees in the ground. Close to 600 volunteers contributed to bring Highland Park back to life and close to 11,000 online participants pledged to join JetBlue’s commitment to environmentalism and give back in communities that JetBlue serves. Media coverage was at an all-time high and as a result, helped JetBlue continue their commitment to inspire humanity and make a change by educating communities and individuals on ways to better the lives of others.

2014 CSR PR AWARDS HALL OF FAME

32

B E S T G R E E N / E N V I RO N M E N TA L C A M PA I G N

S I LV E R Havas PR Global Collective for Creating a Global Media Team to Move Action on Climate to the Forefront When the UN’s Intergovernmental Panel on Climate Change (IPCC) released its fourth assessment report, AR-4, in 2007, insignificant errors were seized upon and exaggerated to generate controversy and cast doubt on the credibility of climate- change science. For the next report, released in three phases in 2013, the United Nations Foundation (UNF) stepped in to help support its release.

The report would be only the fifth comprehensive, collaborative assessment by scientists of the state of the earth’s climate in the 25-year history of the IPCC, the group that shared the Nobel Prize with Al Gore for their work on AR-4 in 2007. AR-5 would provide the world with a clear scientific view on the current knowledge in climate change. This time around, the UNF needed a global media team to help shift the course of conversation. It chose Havas PR and its collective of affiliates as the worldwide public relations partner to help support the release of each phase, or Working Group report, in nearly a dozen target countries.

Havas PR assembled a climate consortium with more than 50 professionals from the Havas PR collective’s offices and affiliates.

The consortium’s 18-month assignment consists of traditional and social media outreach around key climate research projects and involves an aggressive digital strategy using the latest tools. They ensured 24/7 coverage across time zones by putting the collective’s greatest asset—local excellence that blossoms globally— to use for today’s most talked-about topic.

To begin, teams undertook intensive media monitoring of climate change coverage in each target market. They curate all clips into a daily media report and distribute it to the UNF and the Havas PR global collective. The daily report, “Climate Clicks,” features up to 25 key stories—the latest news, blog posts, social media conversations—about climate change. They then developed specialized media background curriculums with the UNF and implemented them with 140 hand-picked scientists. The sessions (offered in 15 countries beginning in July 2013) gave the scientists a refresher in media relations. They then matched the scientists to Havas PR media teams, who pitched them to media outlets as local resources to comment on release day, arranged interviews and gave reporters additional background.

In September 2013, Havas PR launched Climasphere.org, a website developed with the UNF as a resource hub for a specific audience of climate change influencers, including NGOs, policymakers and

2014 CSR PR AWARDS HALL OF FAME

environmental bloggers and reporters. Climasphere includes top global climate stories and infographics, research papers, policy information and more. The depth and breadth of Climate Clicks (branded externally as Climaclicks) resulted in its inclusion. At launch, the team secured the first official U.S. response and a global exclusive from U.S. Secretary of State John Kerry on his response to WGI. In addition, they have recruited prominent international climate thought leaders to provide exclusive blog posts. Efforts extend throughout social media, including Twitter, Facebook and Google+, to disseminate the information housed on Climasphere. The largest challenge when creating Climasphere.org was time—just eight weeks from inception to launch.

The Havas PR climate consortium has already generated widespread coverage of the issue worldwide, spreading the word to target audiences and starting important conversations. In September 2013, for example, the media-coached scientists were featured in stories that earned 412 million online, broadcast and print media impressions. After three months, Climasphere.org has more than 20,000 unique visits from 30-plus countries.

BRONZE JetBlue for JetBlue Airways – Composting Program at JFK's Terminal 5 Whether off-setting carbon emissions or encouraging customers and crewmembers to do One Thing That’s Green for the environment, JetBlue is committed to doing the right thing both in the air and on the ground. On May 29, 2013 JetBlue announced a partnership with Air Ventures and Royal Waste Services to compost food scraps and leftovers from select restaurants in Terminal 5 (T5) at John F. Kennedy International Airport (JFK). Air Ventures—the franchisee that owns and operates Jamba Juice and Dunkin Donuts restaurants in T5—and Royal Waste Services, committed to work with the airline to separate and haul nearly 300 pounds of food waste each day for composting.

JetBlue views sustainability as a long-term approach to balancing business opportunities with the company’s key value of doing the right thing. The strategy focuses on environment, community, people, safety and security, economics and governance. Within these focus areas JetBlue works to establish sustainable commitments and initiatives for issues relevant to the business and stakeholders. Composting is a physical demonstration and tangible

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B E S T G R E E N / E N V I RO N M E N TA L C A M PA I G N outcome of that goal. Composting reduces water and energy usage, as well as reduces the amount of solid waste that goes into landfills, immediately limiting the creation of greenhouse gases such as methane.

As with most sustainability projects, every stakeholder involved wants to do the right thing and help. However, any change in process is difficult and challenging, despite the best of intentions.

With composting, JetBlue stakeholders were interested and open from the beginning; however they were doubtful of execution and value. Therefore the program’s strategy was to lead, and thereby break through the barrier between good intentions and action.

JetBlue connected all the stakeholders together, and in one meeting, at one time, flushed out all the challenges. This showed that each challenge was circular and existed only because one stakeholder on the chain had not yet committed to the project. For example, the restaurants would participate if the airport allowed it.

The airport would allow it as long as there was significant support from the restaurants.

Composting is messy, wet, heavy and unusual to handle. With passion and communication, JetBlue was able to explain the process and inherent worth to everyone participating in the program. The most compelling and significantly unique aspect of the program was the personal pride, passion, and genuine curiosity with which service professionals behind the counters embraced the

2014 CSR PR AWARDS HALL OF FAME

idea of composting. Employees proactively researched what other items could be composted, recruited other airport employees to participate and even brought their own food scraps to the designated composting bins. Employees also actively ‘defended’ the composting, chiding anyone who mistakenly attempted to put the wrong type of waste in.

The second aspect of the JetBlue’s T5 compost recycling program was the distribution of the compost collected. Originating from T5, the compost from the food scraps was sent to McEnroe Organic Farm, located in New York State’s Harlem Valley. The farm, which occupies 800 acres, produces vegetables, fruits, poultry, beef, lamb, pork and plant starts. McEnroe’s compost and soils are approved for organic production and are sold in bulk, wholesale and retail. In addition, McEnroe’s Farmers Market offers a variety of products, regional foods, and organic groceries and their education program promotes awareness from field to fork by using their farm as a classroom.

The composting program at T5 in JFK garnered 579,000 traditional media impressions from new outlets including, The New York Daily News, Business Travel USA, American Recycler and the NASDAQ Analyst blog. The program was so popular in social media circles that its Facebook post received six times the engagement of average JetBlue posts.

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B E S T L A R G E AG E N C Y F O R C O R P O R AT E R E P U TAT I O N A N D G O O D WO R K S (OVER $20 MILLION)

GOLD Weber Shandwick for Weber Shandwick – engaging, always Weber Shandwick’s CSR offering is unique for its global perspective and reach across 126 offices in 81 countries, cross-practice expertise and a legacy of strong work in both the corporate sector, and the nonprofit and foundation sectors.

Weber Shandwick is the global agency partner for BSR (Business for Social Responsibility), a leading nonprofit consultancy that assists Fortune-500 companies in building CSR and sustainability strategies. Their work includes strategic counsel to BSR’s CEO and key executives on building a global reputation, ongoing media relations around key announcements and strategic partnerships, and incorporating new content creation plans to the organization’s annual conference.

Weber Shandwick provides strategic counsel to NIKE, Inc. and its Access to Sport (A2S) team, building engagement for Designed to Move, an effort focused on the growing epidemic of physical inactivity among children. Through this work, Weber Shandwick has supported NIKE’s collaboration with the First Lady’s Let’s Move! Active Schools initiative in the form content strategy, media relations and event support.

Weber Shandwick is also engaged as a communications partner to NIKE’s Sustainable Business & Innovation team.

Weber Shandwick partners with Bank of America as global agency of record for CSR, working in 14 global markets and the U.S. Weber Shandwick provides strategic counsel on how to communicate the positive impact of CSR, which was a strong proof point during the company’s 2013 repositioning. The agency raises visibility for the bank’s efforts to foster strong economies through lending, investing and giving; help finance the shift to a low carbon economy; and invest in mentoring women entrepreneurs in emerging markets.

Weber Shandwick is the agency partner to McCormick, a global leader in the manufacture, marketing and distribution of spices, herbs, seasonings, specialty foods and flavors. In 2013, the agency helped write the company’s first review of their CSR activities applying the GRI 3.1 guidelines, and developed and executed a communications plan around the report’s release.

Weber Shandwick is the W.K. Kellogg Foundation’s agency of record for the foundation’s racial equity work, under the banner America Healing. As part of this work, Weber Shandwick developed an interactive documentary series, Healing Histories, which provided stories of communities confronting racial inequities. Most recently, the team supported the foundation’s annual America Healing Convening and a gathering of civil rights leaders commemorating the 50th anniversary of the March on Washington.

In 2013, Weber Shandwick was enlisted to support the LEGO Foundation as it sets out to redefine play and reimagine learning. The agency has supported the organization to articulate its story; creating a compelling narrative to ultimately help the Foundation catalyse a global movement for play over the next three years.

The agency also demonstrates thought leadership in CSR as EVP and global lead social impact Paul Massey writes on the topic of corporate social responsibility and engagement, including this 2013 piece on CSR trends: “Social Impact and CSR Leadership Get Serious.” The Weber Shandwick Social Impact blog provides a forum for team members to share perspectives on the latest trends and developments in the CSR space. The team maintains an active and engaged presence on Twitter (@wssocialimpact), where it shares its perspective on CSR and social good topics.

Weber Shandwick’s Social Impact team has an active presence at leading events such as Net Impact, SxSW and The Communications Network Conference. Social Impact EVP Cindy Drucker has had speaking roles in 2013 at Sustainable Brands and GreenBiz. Cindy was featured in GreenBiz’s “How She Leads” segment, and will be featured in Triple Pundit’s “Women in CSR” in November 2013. Creative Director Stephanie Bluma participated in the Corporation for Public Broadcasting-sponsored panel on women and philanthropy. Paul Massey was Bulldog Reporter’s Public Affairs Professional of the Year and was named a 2012 CSR Leader of the Year by PR News.

Members of the team have been Master Class Certified on the recently released Global Reporting Initiative (GRI) G4 Reporting Guidelines, in order to help clients successfully navigate this new framework.

Looking inward, Weber Shandwick has taken important steps to infuse a culture of CSR and sustainability through all levels of the

2014 CSR PR AWARDS HALL OF FAME

35

B E S T L A R G E AG E N C Y F O R C O R P O R AT E R E P U TAT I O N A N D G O O D WO R K S (OVER $20 MILLION) organization. As an ISO-14001 green-certified organization, each office has official documentation highlighting proficiency in recycling, saving paper, and use of energy-efficient compact fluorescent light bulbs, among other steps. In 2013, Weber Shandwick also launched the “Impact Project,� to encourage offices across the globe to engage in pro bono work and make a positive community impact.

2014 CSR PR AWARDS HALL OF FAME

36

B E S T M I D - S I Z E AG E N C Y F O R C O R P O R AT E R E P U TAT I O N AND GOOD WORKS ($3MILLION TO $10 MILLION)

BRONZE Krupp Kommunications for Super Service Challenge This year, Super Bowl Weekend’s biggest winners weren’t just the players on the field: Media packed the Marriot Marquis’ Astor Ballroom on Friday, January 31st, to hear Super Service Challenge founder Dave Lindsey, executive director Mike Lantz, and New Orleans Saints’ quarterback Drew Brees announce the four grand prize winners of the 2013 Super Service Challenge and honor their spirit of service in the workplace. The Super Service Challenge, a nationwide charitable effort started in 2011, partners with Drew Brees' Brees Dream Foundation to encourage companies and organizations to spread a heart of service and win money for deserving nonprofit charities across the country. Throughout last fall, 2,200 teams in 42 states served more than 700 non-profit charities across the U.S. as part of the 2013 Super Service Challenge, putting in a total of 50,000 hours of service. Over $1,000,000 was given away this year to non-profit organizations served by companies around the country through the Super Service Challenge.

Lindsey, who founded the Super Service Challenge after seeing the incredible catalyst of camaraderie and teamwork it sparked inside his own company, Defender Direct, noticed that productivity increased markedly, and the company had some of its highest sales and fulfillment rates during their company-wide service challenge.

From its start inside Defender Direct, the Super Service Challenge spread locally in its first year, regionally in its second, and went nationwide in its third year.

innovative means to achieve its goal. For example, the team stood outside the plaza at 7 a.m. to get Al Roker’s attention and ultimately got the Super Service Challenge 20 seconds on air. They also strategically incorporated previously recorded video with newly created b-roll to develop a piece for international peace that garnered a massive amount of impressions.

Within these eight days, K2 was able to secure impressions totaling a staggering 332,283,699,447. These placements included national broadcast shows, national and regional print and several online outlets. K2 also wrote and created an INR and ANR, which earned an additional 177 million impressions. Adding to the already arduous demands of the event was the fact that K2 was quite literally starting from scratch with the Super Service Challenge as a client. K2 had to craft all press materials, including media kits, press releases, a video package and sizzle reel, concise and consistent messaging points for talent, comprehensive messaging for the Super Service Challenge initiative itself, an engaging script for Lindsey and Brees’ comments at the Super Bowl Breakfast, and a thoughtful and meaningful script for Lantz, Lindsey, and Brees’ remarks at the press conference. K2 also designed and created promotional apparel in the eight days leading up to the event, including customized hats for all of the event’s attendees.

The Super Service Challenge was a whirlwind of hard work with only eight days to make this event the success that it was and as a company Krupp Kommunications couldn’t be prouder of its results and the message behind Super Service Challenge.

Krupp Kommunications (K2) was brought on board a mere eight days before the Super Service Challenge press conference—which took place during the Super Bowl Breakfast on January 31st, 2014—not only to plan and organize the press conference itself, but also to secure top-tier media to attend, including national and local press in the week leading up to the event. The client wanted a shift made; they wanted to take the initiative from a company-directed effort to an individual effort. The mindset shifted from a giving company to a company of givers, and this shift inspired Dave Lindsey to turn the initiative into a global movement with the belief that all business can benefit from being a company of givers.

Krupp Kommunications ignited the media to be its messengers, reaching the masses and establishing national recognition. Krupp Kommunications refused to take no for an answer and used

2014 CSR PR AWARDS HALL OF FAME

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B E S T M I D - S I Z E AG E N C Y F O R C O R P O R AT E R E P U TAT I O N AND GOOD WORKS ($10 MILLION TO $20 MILLION)

GOLD Havas PR North America for Havas PR North America Havas PR is focused on good work that does good. And the agency has put its money where its mouth is, donating major amounts each year. Last year, they upped the ante, mandating 100 hours of service from every staff member. That sweat investment has brought a return of many millions of dollars and hearts to the causes of national school safety, wounded warriors and charitable organizations worldwide through the #GivingTuesday international giving campaign, among many others. Pro bono is what defines Havas PR’s culture and community.

Stand Up for Heroes is the annual star-studded fundraiser for injured veterans that the Bob Woodruff Foundation (BWF) produces; for the past six years, Havas PR has helped drive coverage and manage portions of the evening. In addition, they help the foundation strategize throughout the year, particularly in social media, and host events to raise visibility and money for the organization. At the beginning of 2014, the agency facilitated a relationship between BWF and PepsiCo that resulted in the latter granting the foundation $1 million at the Super Bowl.

Havas PR’s cause work for the United Nations Foundation (UNF) increased exponentially last year, with Havas PR teams focused on the release of the latest report from the UN’s Intergovernmental Panel on Climate Change and the UNF and 92nd Street Y’s #GivingTuesday one-day event.

For Ford’s Warriors in Pink breast cancer awareness effort, the team’s media activations, storytelling and event planning happened all year, and every action was done to educate the media, and therefore the public, about the cause; secure placement of Ford Warriors in Pink products; and raise money.

In addition, when Alissa and Robbie Parker were flooded by grief after their daughter Emilie was killed in Newtown, Conn., Havas PR began by coordinating all media solicitations and working with law enforcement regarding threats. Now, they help the family work to make a difference and turn the tragedy of Emilie’s death into her legacy, including the Safe and Sound nonprofit and the Parkers’ roles as Save the Children safety ambassadors.

Other stellar initiatives include the Pittsburgh team’s support of the One Young World summit in its city; media relations and publicity for the nonprofit Taste of France event; client Coty’s passion, Delete Blood Cancer; Mission Big’s Live 4 the Give concerts; Venture for America; the Red Sox Foundation and Massachusetts General’s Home Base Program for wounded warriors; organizations working for Haitian relief; and more.

To Havas PR, collaboration epitomizes great cause work, so the agency believes in the power of partnerships. They have matched pro bono and paying clients; paired clients with key bloggers and other media; and found potential charities, celebrities and vehicles that perfectly match clients’ CSR goals. They have effectively taken another Havas PR innovation and applied it to cause strategies, too: The agency uses its trendspotting expertise to tailor trends for clients and prospects, so that they know what’s happening now and what can determine their future path.

2014 CSR PR AWARDS HALL OF FAME

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O U T S TA N D I N G C S R / S U S TA I N A B I L I T Y C O M M U N I C ATO R

S I LV E R Paul Massey, Weber Shandwick for Paul Massey Paul Massey founded and leads Weber Shandwick’s award-winning Social Impact team. This talented, fast-growing practice, conceptualized by Paul and built with colleagues from across the globe, creates insight-driven communications programs for corporations, nonprofits and foundations, driving engagement and telling powerful stories around corporate social responsibility and urgent social issues spanning global development, education, sustainability and more.

A talented writer, strategist and creative thinker, Paul navigates the corporate and nonprofit worlds to design CSR programs and engagement strategies that serve as business drivers and deliver impact. His work is helping to shift corporate mindsets to focus on CSR as a competitive advantage for attracting talented employees and customers, and improving the bottom line. As a result, his clients are focused on staying ahead of the CSR curve, positioning themselves as innovators and thought leaders.

Paul helped shape The Global Ambassadors Program—a Vital Voices and Bank of America Partnership—which focuses on empowering emerging women leaders through mentorship. He launched the program in Haiti and drove visibility for a mentoring forum with top women leaders from business, government and civil society.

Subsequently, he helped scale the program in markets such as India, Singapore and Brazil. He developed a social engagement and content marketing program that is elevating the issue of women’s leadership on social channels.

Paul leads Weber Shandwick’s work with NIKE, Inc. and their Access To Sport initiative. He provided strategic direction and PR support for the launch “Designed To Move,” which centers on the growing epidemic of physical inactivity. Under Paul’s direction, Weber

2014 CSR PR AWARDS HALL OF FAME

Shandwick created content and organized high-profile panels at the Clinton Global Initiative and Mashable Social Good Summit. Paul and his team continue to provide strategic counsel for First Lady Michelle Obama’s Let's Move! Active Schools initiative, which encourages schools across the country to provide opportunities for children to be physically active before, during and after school.

Paul and his team were enlisted to support the LEGO Foundation as it sets out to redefine play and reimagine learning. Paul led a major strategic review of the Foundation’s work, helping the LEGO Foundation articulate its story and create a compelling narrative to ultimately catalyse a global movement for play.

During 2013, Paul played a central role in scaling the agency’s relationship with the W.K. Kellogg Foundation. Paul provides strategic counsel for the foundation’s racial equity work, known as America Healing. In addition, Paul oversaw the agency’s entry into the foundation’s Civic and Community Engagement work.

Paul provided strategic counsel to McCormick, helping the company better align its CSR efforts with its business objectives and strategies. With Paul’s direction, Weber Shandwick helped write the company’s first-ever review of its corporate social responsibility (CSR) activities, utilizing the GRI 3.1 guidelines. Paul also manages Weber Shandwick’s global partnership with Business for Social Responsibility (BSR) to advance the organization’s mission to help companies create a just and sustainable world. Under Paul’s leadership, BSR has engaged new audiences during its last three annual conferences using Storify.

As a thought leader, Paul regularly writes about corporate social responsibility and engagement and has strengthened Weber Shandwick’s contributions to the communities in which it operates.

Paul played a critical role in the development and launch of the “Impact Project,” an initiative to encourage offices across the globe to engage in pro bono work. In addition to his full-time role at Weber Shandwick, Paul’s efforts have included work with Coaching for College; the New Jersey Association of School Librarians; and InterAction.

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GOLD Havas PR North America for Marian Salzman Since arriving as the leader of Havas PR North America (then called Euro RSCG Worldwide PR) in 2009, Marian Salzman has focused her staff on good work that does good. Pro bono work for clients defines the agency’s culture and community. As a brand partner, the Havas PR staff, under Salzman’s guidance, is committed to finding charities and soliciting marketplace research to best assess the causes that will click with clients’ values and make great business sense for them.

Salzman has also produced award-winning innovations that commit the agency to doing good and being profitable at the same time. In 2010, she started putting Havas PR’s money where its mouth is through the Baker’s Dozen initiative. This is the bottom line: For every $12 million of revenue, the agency gives back about $1 million worth of service, mostly sweat investment related to good works. In 2013, the total was more than $1.3 million, including $200,000 in cash for charities and the balance in time at a $200-per-hour blended rate.

Then, last year, Salzman upped the ante, mandating 100 hours of service from every staff member.

The Bob Woodruff Foundation (BWF) works to ensure that injured veterans and their families are thriving long after they return home. For the past six years, Havas PR has helped drive coverage and manage portions of foundation’s annual Stand Up for Heroes fundraiser and strategize social media initiatives. In 2012, Salzman, who sits on the foundation’s board, threw a backyard barbecue at her home in Connecticut to raise visibility and money. On that evening alone, through her action, BWF began a courtship with PepsiCo that resulted in a $1 million gift to the foundation, and a partnership with #GivingTuesday, which launched later that year. In addition, Salzman supports Massachusetts General Hospital through her ongoing advisory role for its efforts on behalf of wounded warriors: the Home Base Program.

Salzman was instrumental in winning the United Nations Foundation (UNF) climate change account. Last year, Havas PR teams focused on the release of the latest report from the UN’s Intergovernmental Panel on Climate Change and the UNF and 92nd Street Y’s #GivingTuesday one-day event. In addition, when Alissa and Robbie Parker were flooded by grief after their daughter Emilie was killed in Newtown, Conn., Salzman was introduced the day after the shootings and immediately began coordinating all media solicitations and working with law enforcement regarding threats.

For Ford’s Warriors in Pink breast cancer awareness effort, Havas PR’s media activations, storytelling and event planning happened all year, not just during Breast Cancer Awareness Month, and every action it undertook was done to educate the media, and therefore the public, about the cause; secure placement of Ford Warriors in Pink products; and raise money. Other stellar initiatives include the Havas PR Pittsburgh team’s support of the One Young World summit in its city and media relations and publicity for the nonprofit Taste of France event.

In her so-called spare time, Salzman served as an alumni interviewer and mentor for Brown University in both Connecticut and Arizona; became a new member of the board of directors of Venture for America; taught for free at numerous schools; and helped Cambridge (Mass.) Public Schools with media relations because the Boston Marathon bombers had been students in that district and the school system was being overwrought with requests from media worldwide.

2014 CSR PR AWARDS HALL OF FAME

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B E S T S O C I A L / C O M M U N I T Y E D U C AT I O N C A M PA I G N

S I LV E R Blick&Staff Communications for 2013 Change Your Clock Change Your Battery® Home fires kill an average of seven people every day in the United States. A working smoke alarm can make the difference in whether you have the critical extra seconds to safely escape. Twenty-eight million homes are at risk today because they either don’t have smoke alarms or the alarms are inoperable. In the U.S., 62 percent of home fire deaths are the result of fires in homes with inoperable or missing smoke alarms. Thirty-eight percent of fatal fire injuries occur in homes without working smoke alarms, and twenty-four percent occur in homes in which at least one smoke alarm is present but fails to operate, frequently due to dead or missing batteries.

In 1987, Energizer and the International Association of Fire Chiefs (IAFC) realized that keeping families safe frequently came down to a simple working battery in home smoke alarms. They created Change Your Clock Change Your Battery® (CYCCYB) to leverage the daylight savings time change each year as a timely reminder to change the batteries in smoke alarms and carbon monoxide detectors when families change the clocks. Blick&Staff Communications has the privilege of being the agency that helped launch the program. In the fall of 2013, the program celebrated its 26th year making it one of the longest-running fire safety programs in the country.

A combination of earned and owned tactics helped the team optimize the endorsement of third-party influencers and guarantee message delivery across different mediums.

Beginning Oct.1, they targeted national media, leveraging the start of National Fire Prevention Month and emphasizing the life-saving importance of smoke detectors. They staggered community events throughout the weeks leading up to the time change and focused local media outreach around those events. The team also did a heavy push with meteorologists in the top 50 markets the weekend of the time change, mailing them plush Energizer “fire” Bunnies that they could use on air to remind their viewers.

Next, they offered retail partners the opportunity to host a cobranded event at their store in exchange for incremental Energizer / CYCCYB displays. This led to increased visibility for Energizer and the CYCCYB program and offered additional encouragement for consumers to purchase Energizer® batteries. The team promoted the events in the community, which helped drive consumers into stores. Not only did this raise awareness for the retail partner’s efforts but it also aligned them in consumers’ minds with a

2014 CSR PR AWARDS HALL OF FAME

respected community resource—their local fire department.

Already positioned as trusted safety resources in their communities, working with the IAFC’s network of 6,400 local fire departments allowed them to reach more people in more places. As campaign ambassadors, the fire fighters deliver Energizer® batteries into consumers’ homes and share the life-saving CYCCYB message.

All in all, the PR team secured a program reminder in Dear Abby’s Oct.31st column, which is published in 1,400 newspapers worldwide with a readership of more than 110 million; garnered more than 2,000 media placements resulting in more than 400 million total media impressions; and averaged 5 placements and 1.5 million impressions per local event market. As a bonus, several media stories directly linked the program to saving lives. A Facebook sweepstakes outperformed all prior Energizer Facebook sweepstakes with more than 80,000 entries, and engagement on Twitter reached new heights with more than 9,000 tweets about the program. 10 events were executed with retail partners, and more than 250,000 batteries were donated in homes.

S I LV E R JetBlue for Soar with Reading 2013 Studies show that there is a large deficit in the United States in children’s access to age-appropriate books in underserved communities. This distressing statistic is what inspired JetBlue to establish Soar with Reading in 2011, an award-winning education program designed to encourage children’s imaginations to take flight through reading while also placing age-appropriate books into the hands of kids that need them most.

In 2013, JetBlue revamped the third annual Soar with Reading program through a partnership with Random House Children’s Books and Magic Tree House series author, Mary Pope Osborne. In addition to her characters, Jack and Annie, being recognized by children, parents and teachers, alike, Osborne’s Classroom Adventures Program stimulates kids' interest in subjects across the entire curriculum and provides books to children in underserved schools across the country.

The overarching goal in the 2013 program remained the same: motivate children to share the magic of reading. However, this year, JetBlue aimed to put $500,000 worth of books into the hands of children—double the amount that JetBlue had raised in the first two

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BEST NEW PRODUCT LAUNCH – CONSUMER years combined.

Program.

Inspired by the adventures of the book series’ brother-sister duo, Jack and Annie, JetBlue asked its constituents what magical places they would like to travel to with Jack, Annie and JetBlue over the summer. For every submission, participants were entered to win a $5,000 college scholarship among other prizes and JetBlue donated a book to Mary Pope Osborne’s Classroom Adventures Program.

Activity booklets (available in English and Spanish) were distributed in JetBlue Terminals, retail outlets and to 1,000 libraries within the American Library Association. The booklets featured Magic Tree House activities, JetBlue “fun facts” and included stickers to track the books in the series the booklet owner had read.

The 2013 initiative kicked off in New York City with a field trip for 800+ students, parents, teachers and educators from local schools, some in underserved areas. Throughout the duration of the campaign, Soar with Reading hosted interactive events in four more of its Blue Cities, which featured readings from the Magic Tree House series, stage performances by characters, and in select markets, an appearance by Mary Pope Osborne. All community members were invited to attend the local events as a fun summer activity and to learn about the importance of reading and literacy; each attendee received a gift bag that included a Magic Tree House book and Passport to Adventure booklet to help continue the momentum outside of the event.

The jetblue.com/SoarWithReading website featured the campaign’s call to action, free downloadable resources for families, games, interactive reading lists, expert advice for keeping kids engaged in reading all summer long, and a detailed event schedule. While on the site, users could vote for their favorite Magic Tree House Book, create and share postcards, and answer a question to trigger a book donation to Mary Pope Osborne’s Classroom Adventures

2014 CSR PR AWARDS HALL OF FAME

By participating in the Soar with Reading sweepstakes, each contestant also had the opportunity to win one of four $5,000 college scholarships while JetBlue donated one book to a child in need through Mary Pope Osborne’s Classroom Adventures Program for every entry, focusing on the lifecycle of education.

Finally, integrated marketing efforts included Web banner ads, an inflight video, pop-up stands at designated gates, a dedicated email to all of JetBlue’s crewmembers and TrueBlue members, Random House Children’s Books e-newsletter features, dedicated Facebook and Twitter contests and social media promotion across partner platforms, radio tours, and media outreach with a focus a particular focus on the “mommy network.”

This year’s campaign was extremely successful as it exceeded the dollar amount raised over the first two years in the program’s first 10 weeks. Parents and kids took action and became heavily engaged in the program. Close to 76,000 online submissions combined with JetBlue contribution unlocked $500,000 worth of books which were donated to children in need. All books were donated through Mary Pope Osborne’s Classroom Adventures program.

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B E S T U S E O F S O C I A L M E D I A TO C O M M U N I C AT E C S R / R E P U TAT I O N / S U S TA I N A B I L I T Y

GOLD Fenton Communications, FleishmanHillard, Glover Park, Havas PR North America and Weber for #GivingTuesday: Galvanizing for Giving In response to the shopping season that begins with Black Friday and Cyber Monday, the United Nations Foundation (UNF) and 92nd Street Y (92Y) started #GivingTuesday, a one-day event that unites influencers, corporations and nonprofits to give back on the Tuesday after Thanksgiving. The second annual #GivingTuesday, on December 3, 2013, was an opportunity to once again launch an official holiday giving season and rally support from celebrities, influentials, organizations, businesses and individuals to come together for one common purpose: Giving back to causes worldwide.

To be successful, Havas PR North America had to break through retail-generated chatter and influence reporters and the public to look beyond Black Friday and Cyber Monday. They targeted a wide array of media and—this was key—deputized #GivingTuesday’s Social Media Ambassadors (SMAs) and partners to expand the ability to reach local and national media through tool kits and sample messaging.

Through digital properties, including Twitter, Facebook, Instagram, a central website (givingtuesday.org) and a custom-built community page, the team encouraged the sharing of information and rewarded people for doing so.

Before the big day, Havas PR mobilized more than 10,000 partners globally, ranging from 4Kids of South Florida to 4-H, from Bank of America partnering with Feeding America to MasterCard Singapore sending contributions to the Singapore Children’s Society. The target audience included partners and their current and potential donors. Social media’s tendency is to lean toward negativity and selfpromotion, but Havas PR overcame that by introducing the #UNselfie, taking the concept of the selfie and asking people to instead post and share an emotional connection: Why they give and which organizations they give to.

Havas PR activated the first-ever comms corps, a unique alliance built with some of the top PR agencies in the world to collectively leverage their expertise and networks in order to make communications and public relations around the initiative a success. Together, they kicked off #GivingTuesday with a media rollout in September, then tailored pitches for reporters covering key sectors like social media and social good. They also empowered the 10,000-plus partners and SMAs with digital/social and #UNselfie toolkits. The kits included sample tweets and Facebook posts, sample Instagram posts, graphics, and ideas for where and how to use everything.

For a coordinated social effort, Havas PR used the #GivingTuesday hashtag in all social media references to update and attract advocates.

The SMAs met regularly through Google+ Hangouts and Twitter chats to strategize with the movement’s founders. The team created widgets, badges and a Thunderclap, which had a social reach of 2.6 million people, and organized the first-ever Hangout-a-thon (a 12-hour Google+ Hangout). On December 3, they inspired others by using all online platforms to share stories and photos about people who were giving back.

The campaign was a social conversation heard and shared around the world. On Twitter alone, the #GivingTuesday hashtag trended across the U.S. on December 3 for more than 10 hours straight, was used in 300,000-plus tweets by more than 175,000 unique Twitter participants, and had more than 2 billion impressions on Twitter. That all works out to an average 11,208 tweets per hour, or 187 times per minute; during peak hours, #GivingTuesday was tweeted as much as 700 times per minute. The number of Twitter followers grew 40 percent during the week of #GivingTuesday. On Facebook, there were more than 300 million impressions on that day, likes grew by 25 percent during the week and reach on the Facebook page was up 440 percent from the previous week. More than 7,000 #UNselfies showed up on Instagram and other social platforms. What’s more, Havas PR garnered 1.3 billion media hits in print, online and on broadcast outlets across the world, the U.S. and local communities everywhere.

2014 CSR PR AWARDS HALL OF FAME

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B E S T U S E O F S O C I A L M E D I A TO C O M M U N I C AT E C S R / R E P U TAT I O N / S U S TA I N A B I L I T Y

S I LV E R RF|Binder Partners and JOHNSON'S® Baby for You’re Doing OK!: JOHNSON’S® Baby Gives Back and Reassures Moms with Digital “Care Cards” In 2012, JOHNSON’S® Baby launched a groundbreaking cause marketing platform, JOHNSON’S® Baby Cares, to communicate the brand’s ongoing commitment to giving back to babies and families, while also serving as a vehicle to help protect the heritage of the over 100-year-old brand and make it relevant to new moms. 2012 was a year of building and engaging consumers to advocate for the brand, and RF|Binder leveraged social media to reach moms where they spend most of their time: online. Due to the strategic positioning and successful launch of JOHNSON’S® Baby Cares in 2012, RF|Binder and the brand worked to evolve the 2013 program into a signature campaign that would reach and activate moms through social media and include surround-sound integration across the marketing mix.

The PR team collaborated with the JOHNSON’S® Baby brand’s advertising partners where applicable. The advertising campaign platform, “You’re Doing OK, Mom” became the main message for 2013, communicating the brand’s commitment to reassuring all moms and facilitating mom-to-mom support. In addition, they leveraged the brand relationship with TODAY to secure a segment for the spokesperson to launch the program on air.

RF|Binder developed “Care Cards,” a Facebook e-card distribution channel where consumers could create and send a card with a message of reassurance to another mom, with each card triggering a $1 donation to Save the Children®. By hosting this platform on the brand’s Facebook page, they provided a means for consumer participation, while allowing them to engage with the brand’s other posts while visiting. They promoted the Facebook page via traditional media outreach and social ambassadors.

The PR team employed a variety of tactics to tap and mobilize the mom influencer community online. The JOHNSON’S® Baby Cares Council, a group of blogger ambassadors, were amongst the first to break the news of the new campaign. They were also invited to host “Care Card Parties” where they created physical “Care Cards” that were packed with JOHNSON’S® Baby essential products for donation to local charities. In addition to the Cares Council, two other blogger tours (general market and Hispanic) were conducted to further tap these essential online advocates.

Save the Children®. They orchestrated a volunteer day with Hilary and Save the Children’s® Early Steps to School Success (ESSS) initiative that provides parenting and pre-natal education to moms, perfectly tying in to the campaign message of mom-to-mom support and reassurance. This event enabled them to capture key assets to use in support of the program launch.

After inviting a Parents reporter to interview and observe Hilary’s visit, she broke the story on Parents.com, tactically timed one day prior to the press release announcement and Hilary’s kick-off appearance on “Today.” To round out the program and garner traditional media, a two-day NYC media blitz was orchestrated where Hilary conducted six national broadcast interviews and twelve interviews with top parenting and lifestyle outlets. In addition to an SMT, RF|Binder coordinated a Video News Release using assets from Hilary’s volunteer day which was picked up by over 426 online outlets.

The campaign blew through the goal of 150K “Care Cards” sent, hitting 218K+ in just over two weeks. By directing media and brand ambassadors to promote the Care Card tab, 98% of all secured coverage linked to the brand’s Facebook page and program tab.

By tapping Hilary’s Twitter, Instagram and Blog, they were able to secure an online reach of over 68M from her social channels alone, all posts promoting her work with the brand and directing followers to the Facebook page. In addition, the #JOHNSONSBabyCARES hashtag trended during a Twitter party and had a reach of over 12M users. Moreover, the campaign far surpassed all established measures for success—garnering 802 media placements and resulting in 362M impressions.

BRONZE Finn Partners and Hyundai Hope On Wheels for “Every Handprint Tells a Story” When it comes to corporate social responsibility, Hyundai Motor America isn’t driven by a specific metric or corporate mandate.

Rather, it is driven by its intuitive sense to develop deep connections with the communities in which it operates, not only through providing quality products, but by helping to solve problems facing society. This spirit of “doing good things together” is what binds Hyundai’s employees, dealers and customers in supporting CSR initiatives locally and nationally.

The team also chose to once again partner with Hilary Duff and

2014 CSR PR AWARDS HALL OF FAME

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B E S T U S E O F S O C I A L M E D I A TO C O M M U N I C AT E C S R / R E P U TAT I O N / S U S TA I N A B I L I T Y And nothing brings the Hyundai community closer than its signature and largest CSR effort, Hyundai Hope On Wheels®. The organization partners with nearly 200 children’s hospitals nationwide to help kids fight cancer. Hyundai Hope On Wheels began in 1998 and over the last 15 years, has become one the largest private funders of pediatric cancer research in the country, donating more than $73 million nationwide.

Though Hyundai has almost instant brand recognition in the U.S., many Americans and even Hyundai customers have little to no awareness about Hyundai’s efforts in the field of pediatric cancer.

Pediatric cancer is the leading disease-related cause of death among children in the U.S., and only 4 percent of the federal budget for cancer research is allocated to all pediatric cancers combined. Hyundai’s mission is to fund pediatric cancer research, and to bring awareness to this disease that impacts nearly 15,000 new children and adolescents each year – which is what led to the development of one of its largest social media campaigns – “Every Handprint Tells a Story.”

Through the “Every Handprint Tells a Story” campaign, Hyundai Hope On Wheels, along with Finn Partners, set out to educate the public about the impact of childhood cancer by telling individual pediatric cancer patients’ stories. With the integration of social media, an interactive application and select traditional media, Hyundai Hope On Wheels set out to tell these children’s individual and collective narratives.

A multi-faceted engaging Facebook app, “Every Handprint Tells a Story,” was developed and hosted on Hyundai’s Facebook page. The

2014 CSR PR AWARDS HALL OF FAME

app included an interactive “Map of Hope” that encouraged visitors to add their handprint and a message of hope for children fighting cancer; and a series of YouTube videos and photos from children sharing their experience with pediatric cancer and a message from Hyundai’s President & CEO, John Krafcik, on the company’s commitment to ending childhood cancer through Hyundai Hope On Wheels. Facebook ads also targeted demographics reflective of Hope On Wheels’ audience base.

The team created genuine, informative and creative Timeline posts on Hyundai’s Facebook page about the Hope On Wheels program, its work and progress. They also orchestrated an ad buy on Oprah.com, whose demographics aligned with Hope On Wheels’ audience. A full-page USA TODAY ad announced the official launch of the campaign, and a partnership with “The Ellen DeGeneres Show” gave one lucky winner a new Hyundai Sonata Hybrid via a sweepstakes form on the “Every Handprint Tells a Story” app as a tribute to Hope On Wheels’ 15-year anniversary. Finally, tweets and Instagram creative promoted childhood cancer awareness and the Facebook app.

By the end of the eight-week-long effort, Hyundai Hope On Wheels was successful in helping Hyundai reach and surpass the 100,000 new fans goal. In fact, September’s “Every Handprint Tells a Story” Facebook campaign proved to be the most successful driver of new likes among all of Hyundai’s Facebook efforts to date, including the 2013 Super Bowl campaign. Net new likes on Hyundai’s page increased by 592% from the Hope On Wheels campaign compared to other campaigns Hyundai ran.

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