Winner: Ketchum, National Geographic, and IBM: Putting the Genographic Project on the Map
"Where do I come from and how did I get to where I am today?" are age-old questions – and ones that National Geographic (NG) and IBM sought to answer with their global research initiative, The Genographic Project. The project aimed to analyze the DNA from at least 100,000 indigenous people and hundreds of thousands of consumers worldwide in order to study deep ancestry and determine the paths that humans took.
In order for the program to kick off successfully, positive worldwide press was needed, so the partners teamed with Ketchum to create a highly visible global launch. This would support both the field research and prompt consumers to buy $100 participation kits – 20% of the proceeds for which were earmarked for indigenous people – with the remainder going back to field research.
Based on an analysis of NG and IBM's top business development markets, the group focused media efforts on commonly important markets, such as China, Australia, and Singapore. The key messages for the campaign included the fact that this was the first time the general public was being invited to participate in an NG-sponsored research study. It also indicated that this was one of the most ambitious genetic research projects ever undertaken.
The objectives set by the team included selling 20,000 consumer participation kits in the first year as well as driving a minimum of 500,000 people to the website to generate awareness and motivate purchase among consumers worldwide.
Prior to the launch, the team engaged journalists by inviting them to participate in the study, which helped highlight ease of use of the participation kit. The launch event was staged at NG headquarters in Washington, DC, which focused on the project's goals, and involved indigenous representatives from Tanzania, Mongolia, and North America. The team also conducted a three-week, eight-city, international media tour featuring events with the project's key spokespeople, during which journalists and influencers were invited to ask questions and learn more about the project.
Within two months of the launch, 50,190 consumers across the globe went online to purchase a participation kit, raising $1 million to help indigenous populations worldwide. The project was well received in all target global markets, securing nearly 1 billion impressions, and all key messages appeared in 83% of the coverage. In the first three months, the website received 660,000 unique visitors and 4.5 million page views. "I was blown away by the program, and what was done for the budget," said one judge.
Honorable Mention: GolinHarris and McDonald's Corporation: World Children's Day at McDonald's
McDonald's restaurants in more than 100 countries united for the third annual global fundraising initiative called World Children's Day (WCD) at McDonald's, benefiting Ronald McDonald House Charities (RMHC) and other children's causes worldwide. With the help of GolinHarris, the team implemented a new eBay online auction component, which included more than 80 items donated by celebrities. Venus and Serena Williams were among the stars that helped, by visiting Ronald McDonald Houses, and competing during exhibitions to raise funds and increase awareness for RMHC. WCD news reached nearly one billion consumers, with coverage including over 200 national and international broadcast placements. But the real payoff was that over $20 million was raised for RMHC and children in need worldwide.
Finalists:
Financial Dynamics and Tata Group
Tata Goes Global
GolinHarris and McDonald's
World Children's Day at McDonald's
Ketchum and National Geographic & IBM
Putting the Genographic Project on the Map
Ogilvy Public Relations and CFA Institute
Building the Global Guardian for the Financial Markets
Shire Health Intl. and Eli Lilly and Boehringer Ingleheim
Breaking Down the Last Medical Taboo
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