Winner: Carmichael Lynch Spong and Minnesotans for Affordable Health Care: Saving MinnesotaCare and Preserving Affordable Health Care
Established in 1990, MinnesotaCare is a state-subsidized insurance program for Minnesota's working poor who make too much to qualify for state aid, but not enough to afford their own insurance. When Gov. Tim Pawlenty (R) proposed language in the omnibus healthcare bill to drastically cut MinnesotaCare, Minnesotans for Affordable Health Care – a coalition of nonprofit organizations dedicated to preserving healthcare for those who do not receive it from employers – hired Carmichael Lynch Spong (CLS) to develop and implement a public affairs strategy to fight the cuts. It also wanted to maintain current MinnesotaCare eligibility levels by influencing key legislation in specific districts during the 2005 spring budgeting session.
The PR team conducted a share-of-voice study of major Minnesota media, which indicated that Pawlenty and Republican lawmakers were characterizing MinnesotaCare as "welfare healthcare." It also tracked the state's media coverage of healthcare issues over the past year, determining the right tone and approach for each target media outlet.
The media relations campaign began with a Twin Cities-based press conference, which denounced the proposed budget cuts and attempted to rally support from the public. The conference also featured MinnesotaCare recipients talking about the importance of having healthcare coverage.
To reach thought leaders, CLS worked with editorial boards of key state newspapers to secure editorials during the legislative debate. The agency also developed media materials and kits, which it provided to editorial boards and healthcare reporters. CLS also provided media training to certain coalition members. In addition, the team developed a "letter to the editor" template so that coalition members could send them to their local newspapers.
The firm also sought to drum up grassroots support by working with the Joint Religious Legislative Coalition to promote a nondenominational rally called Many Voices, One Minnesota – A Health Care Sabbath.
When the legislative session on MinnesotaCare and education was coming to a halt, CLS held a second press conference at the State Capitol, featuring Sen. Linda Berglin (DFL-MN), who supported the MinnesotaCare issue.
CLS' campaign was a success on all counts. MinnesotaCare cuts were removed from the omnibus healthcare bill. In fact, omnibus healthcare received a unanimous "yes" vote by the House and Senate, and Pawlenty signed the bill into law. Honorable Mention Fleishman-Hillard and The Women's Museum:
The Women's Museum: Premiere of "First Ladies: Political Role and Public Image" In November 2004, The Women's Museum, a Smithsonian affiliate museum, premiered "First Ladies: Political Role and Public Image," an exhibit that featured artifacts from first ladies that had previously not been on display. Fleishman-Hillard provided pro bono PR support to launch the exhibit. The objectives were to generate national and local awareness of the exhibit, and gain donor and community support. Fleishman conducted media outreach for a preview of the exhibit, and targeted regional travel writers. As a result, the museum had nearly 70% more visitors in a 6-month period than the previous year. Donations to the museum also increased more than 320% year over year.
Honorable Mention: Fleishman-Hillard and The Women's Museum: The Women's Museum: Premiere of “First Ladies: Political Role and Public Image”
In November 2004, The Women's Museum, a Smithsonian affiliate museum, premiered "First Ladies: Political Role and Public Image," an exhibit that featured artifacts from first ladies that had previously not been on display. Fleishman-Hillard provided pro bono PR support to launch the exhibit. The objectives were to generate national and local awareness of the exhibit, and gain donor and community support. Fleishman conducted media outreach for a preview of the exhibit, and targeted regional travel writers. As a result, the museum had nearly 70% more visitors in a 6-month period than the previous year. Donations to the museum also increased more than 320% year over year.
Finalists:
Carmichael Lynch Spong and Minnesotans for Affordable Health Saving
MinnesotaCare and Preserving Affordable Healthcare
Fleishman-Hillard New York and American Academy of Dermatology
Melanoma Monday: Motivating the Public to be Sun Smart
Fleishman-Hillard and The Women's Museum
The Women's Museum: Premiere of "First Ladies Political Role and Public Image"
G.S. Schwartz & Co. and ASPCA
Hurricane Katrina: No Pet Project for the ASPCA
Vanguard Communications and Women Chefs & Restaurateurs
Road to the White House Kitchen
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