Winner
Porter Novelli and the Centers for Disease Control and Prevention: Take Charge. Take the Test

HIV is the leading cause of death for black women ages 25 to 34, but increased testing and early diagnosis can help many extend their lives and protect their partners from infection.

Working with the Centers for Disease Control and Prevention, Porter Novelli Atlanta partnered with local health departments and various community organizations in two pilot cities, Cleveland and Philadelphia. In a year-long campaign, the effort sought to increase the percentage of the target audience being tested, the number of women who are aware they are infected, the number of free HIV testing locations, and calls to hot lines with information on HIV testing locations.

The firm conducted extensive testing of effective messages for reaching the target audience prior to the campaign, which began in October 2006. Based on the determination that the target audience tends to live in urban areas and have unprotected sex with men, six message "platforms" were tested on 16 focus groups in eight cities.

Ultimately, the platform, "Look out for myself," was chosen - aiming to emphasize the danger to women of their partners' risky behaviors and minimize the perceived difficulty of being tested for HIV.

Tactics employed in the campaign included integrated advertising, PR, promotions, and events; recruitment of local groups to distribute informational materials and host events; identification of local women with HIV who could serve as spokeswomen for the campaign; hiring a campaign coordinator in each city to work with CDC, Porter Novelli, and local groups; providing training sessions to local partners on effective outreach; running ads on billboards and radio; talking with local media, particularly black-focused outlets; and sponsoring HIV testing events.

Due to a campaign that judges said was "meticulously executed," "excellent," and showed "compelling use of research to inform strategy and drive targeted execution," more than 5,000 people attended community events in the two cities that led to 1,315 HIV tests, with 10 positive results.

Cleveland showed an increase of HIV testing by the target audience of nearly 70% during the campaign - compared with the same period a year earlier - and calls to the HIV hot line in Cleveland rose 290%, when compared with the year before. Both cities set records for the number of HIV tests conducted in one day. In addition, close to 90,000 creative materials were distributed in the two cities and more than 88 million impressions were generated through paid and earned media outreach.

Honorable Mention
GolinHarris and the US Postal Inspection Service: Getting "SMRT" About Online Social Networking



Social networking sites seem like harmless places for kids to gather, socialize, and otherwise do fun things. But they can quickly turn dangerous. With about one in seven youths sexually solicited online, and with about 70% of solicitations targeted at girls, the US Postal Service hired GolinHarris to help educate girls, ages 12 to 17, on navigating social networking sites safely. Reaching out also to parents, caregivers, and educators, the effort developed viral messaging that highlighted savvy teens who know how not to be outsmarted by online predators. With a theme of "2 SMRT 4U," the effort included Web site 2SMRT4U.com, the use of actress Hayden Panettiere as spokesperson, a Teen Vogue advertorial with associated events, and distribution of free metal rings stamped with the campaign's theme. Results for the campaign included media impressions of about 2.5 million from local TV news, 6.6 million through print, and 3.3 million and counting on the Web site.

Finalists 2008
Fleishman-Hillard and Animal Health Corridor Rediscovering Kansas City's "Cowtown"
GolinHarris and the US Postal Inspection Service Getting "SMRT" About Online Social Networking
Porter Novelli and the Centers for Disease Control and Prevention Take Charge. Take the Test
Weber Shandwick and Commonwealth Health Connector Insurance Authority Cover Your Bases - Connect to Health
Weber Shandwick and the US Army Telling a 'Strong' Story: The Launch of Army Strong