Winner
Carmichael Lynch Spong and the American Humane Association: Advancing Humanity
In its 130th year, the American Humane Association (AHA) wanted to revive its image and refocus its goals, but it first needed to overcome a communications challenge. The AHA is the foremost expert on preventing cruelty to children and animals, but was often confused with local humane societies where pets are adopted.
With its "Advancing Humanity" campaign, the AHA's communications team, led by Randy Blauvelt, created a multi-tiered plan to align the entity internally, refresh its public appearance, and allow it to focus on raising awareness and funds.
The team worked to erase the confusion surrounding the AHA by creating an "elevator speech" highlighting the group's key facts. It also created a brochure celebrating the AHA's anniversary, which was distributed to partners, media, and supporters.
To reintroduce itself to the public, the organization leveraged its two most popular programs: its "No Animals Were Harmed" movie credit, and Red Star Animal Emergency Services, which enabled it to better build the brand.
Through targeted research, the team saw that the organization had hardly any unaided awareness. It executed a full review of the AHA's look and feel, and agreed that its public face looked dated. A new logo was created that signified "passion and protection," while enforcing the importance of action.
The AHA also partnered with dog-food manufacturer Pedigree and launched a program that allowed the company to tie into the AHA's history and credibility, while driving consumers to the Web sites of both. In exchange, Pedigree matched a certain level of donations received.
The team also helped the AHA rebrand and relaunch a humane certification program, which ensures humane treatment of food animals. It then reached out to manufacturers with a "good for business" approach.
The Pedigree program raised more than $1.6 million for the AHA, while the certification program attracted companies such as Eggland's Best. The business-friendly focus helped the nonprofit grow its 2007 corporate donations by 600% from 2006.
To raise its public profile, the team worked with Carmichael Lynch Spong on media relations that enabled the AHA to display its expertise during examples of animal cruelty, including the Michael Vick dog fighting case, natural disasters, and the Evan Almighty movie release. The strategy dramatically increased the AHA's share of voice in 2006-2007.
"It had a good PR response to current events [regarding] Vick," noted one judge.
Honorable Mention
Sabin Vaccine Institute: Sabin Vaccine Institute: Repositioning the Organization to Fight Diseases of Poverty
The Sabin Vaccine Institute wanted to become the global leader in the fight against Neglected Tropical Diseases (NTDs), 13 infections that kill or disable those living in impoverished nations. While NTDs have been fought individually, Sabin created an integrated approach targeting all 13. In 2006, it worked to secure a leadership position in the newly formed Global Network for Neglected Tropical Diseases. It then repositioned itself as the sole organization tackling NTDs. The effort also had key support from the Global Clinton Initiative, where the former President announced the launch of the effort to eliminate NTDs, and basketball star Dikembe Mutombo, a vocal endorser of the STOP NTDs campaign. Sabin and MWW Group lobbied for Congressional support and also targeted stakeholders, potential donors, and influencers by explaining how NTDs keep communities trapped in poverty. The effort also focused on how easily the diseases can be controlled. The campaign, which earned $10 million in donations, was featured in The New York Times, The Wall Street Journal, USA Today, and Reuters. The Congressional advocacy campaign retained a key provision in an FDA bill offering a major incentive to NTD treatment developers.
Finalists 2008
Carmichael Lynch Spong and the American Humane Association Advancing Humanity
MWW Group and Sabin Vaccine Institute Sabin Vaccine Institute: Repositioning the Organization to Fight Diseases of Poverty
The Award
Open to any in-house nonprofit PR team, this award recognizes success in addressing management issues and goals in handling communications campaigns and programs, including crises. Judges also strongly considered communications management achievement, such as cost-effective use of in-house and external resources, depart- ment restructuring programs, and the successful integration of other communications functions - such as advertising, event management, and Web development - into the PR function.
Sponsor: One of the world's leading full-service, global public relations agencies, Ketchum delivers innovations that help clients across all industries quickly realize their communications goals. As a sponsor of the PRWeek Awards, we congratulate all of the finalists.
