Winner: Fast Horse and Blue Cross Blue Shield of Minnesota: Grooving Your Body Toward Better Health
In November 2004, Blue Cross and Blue Shield of Minnesota and the American Heart Association launched the "Do" campaign, referred to by one of the judges as strategic and creative, commenting, "Who thought there was yet another way to convince Americans to get more exercise?"
The program was designed to encourage people to raise their heart rates for 10 minutes, three times a day, by adding simple physical activities into their daily lives. Ad agency Crispin Porter & Bogusky created a television, outdoor, and street advertising campaign that communicated light-hearted, yet physical activity to the target audience. Fast Horse came on board to bring the "Do" advertising campaign to life by getting the target audience directly involved on a grassroots level. One judge stated that this campaign was an example of how PR and advertising teams can work well together. The team primarily targeted adults age 30-64 who were not moderately active for 30 minutes a day, five days a week, on a regular basis. The goal was to give people opportunities to learn firsthand how they can incorporate activity into their daily lives by communicating the message where they live, work, and play.
Media events were held in surrounding communities to announce the arrival of the campaign, and coincide with the launch of unique advertising concepts, including the first full wrap of Minneapolis' new light rail train. Media outlets were able to view the advertising concepts, grassroots marketing efforts, and speak to city officials in support of the campaign.
Additionally, a guerilla marketing team called the "Do Crew" was created to catch people participating in everyday activities that helped raise their heart rate, and reward them for keeping active, reinforcing the related health value with a "Do"-branded item, such as seeds for planting or a pedometer. Local media were invited to follow the crew throughout the community. Fast Horse developed ongoing events to sustain the campaign momentum, including a "Do Play in the Snow" snowman-making contest. Events targeting HR and wellness coordinators at local businesses were used to provide information about a free CD-ROM and Web site available to local employers.
The campaign's results exceeded client expectations, generating more than 70 stories and 10 million impressions in Minnesota alone, dominating media coverage over 10 months. Random interviews with community members showed that the "Do" campaign has prompted people to think about how they can add physical activity into the things they do each day.
Honorable Mention: Cohn & Wolfe and Doubletree Hotels: Doubletree's Teaching Kids to CARE
When Doubletree Hotels sought to extend the brand's internal CARE philosophy (caring, attentive, responsive, and empowered) outside its hotels to 160 communities, Cohn & Wolfe stepped in to create the Teaching Kids to CARE program, a campaign dedicated to educating elementary school students about the importance of caring and giving back to the community. In what one judge referred to as a great initiative to tie kids to democracy, about 10,000 children participated in a "Great Community Cookie Election," which led to 250,000 cookies being given to service and military organizations. C&W strengthened the environmentally focused part of the program the with a three-month initiative, resulting in over 10,000 trees being planted by children in the US and Canada. The program received 331 million impressions, and an ROI of more than 5:1.
Finalists:
CKPR and Briggs & Stratton Corp.
Diamonds in the Rough
Cohn & Wolfe and Doubletree Hotels
Teaching Kids to Care
Fast Horse and Blue Cross & Blue Shield of Minnesota
Grooving Your Body Toward Better Health
Ruder Finn, Publicis, and UBS
Contemporary Voices: Works from the UBS Collection
Stanton Communications and Maryland Business Roundtable for Education
Statewide Partnership Links Student Achievement to Success After High School
Sponsor:
APCO Worldwide operates at the nexus of business, government, and public opinion, addressing complex policy issues with an integrated communication and public affairs approach at local, national, and international levels.