The NewsMarket and George Clooney: George Clooney in Sudan
In
April 2006, genocide was escalating in Sudan's Darfur region, with
estimates of several hundred thousand people killed and more than a
million displaced. But the situation had been overshadowed by crises in
other parts of the world, and media – let alone average citizens – were
not fully aware of the ongoing atrocities.
Prior to a planned April 29, 2005, awareness- and action-generating
rally in DC, actor George Clooney and his father, journalist Nick
Clooney, planned a self-supported trip to the African desert region.
They sought to capture footage, images, sites, and voices of Darfur
refugees and make them heard by social activists and political figures
around the globe.
The Clooneys partnered with The NewsMarket to make this goal come to
fruition. Working on a tight deadline, the Clooneys smuggled cameras
into refugee camps and other difficult-to-access areas to secure as
much raw footage as possible. They then rushed to get the video safely
out of the country – all while attempting to remain as discreet and
undercover as an Oscar-winning actor and associates can.
On April 26, within 24 hours of getting the footage, The NewsMarket
distributed edited tape for exclusive, prearranged media airings, each
meant to drive coverage for increased situation awareness, rally
participation, and further response; the campaign launched with
segments on Oprah, Anderson Cooper 360, and Today.
The next day, The NewsMarket published the Clooneys' Darfur content on
a searchable Web-based video platform and sent an e-mail alert to
hundreds of media outlets across the globe. Within hours, "every major
global network had downloaded and gone to air with video," said The
NewsMarket. The firm released a second piece focused on the DC rally
and continued to update the Web footage so media could easily access
content.
By April 29, the day of the rally, the Clooneys and The NewsMarket
had garnered enough media attention to draw more than 15,000 people –
more than three times the expected turnout. Overall, the campaign
generated coverage by 80 media outlets in 25 countries.
Though this was hardly a traditional PR effort – and The NewsMarket
is not a traditional PR firm – judges agreed that this "displayed
superior use of broadcast capabilities to increase awareness of a
significant global issue." It certainly didn't hurt that George Clooney
was involved.
Finalists
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Coyne PR and Disney Parks
Happiest Turkey on Earth
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Ogilvy Public Relations Worldwide and the Centers for Disease Control and Prevention
Screening Saves Lives: Building Awareness. Engaging Communities. Leveraging Partners
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The NewsMarket and George Clooney
George Clooney in Sudan
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Weber Shandwick and KFC
KFC Buffalo Snacker
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Weber Shandwick and Sealed Air Corp.
Making a Household Name "Pop"!
Honourable Mention
Coyne PR and Disney Parks: Happiest Turkey on Earth
Coyne
leveraged the president's annual pardoning of a Thanksgiving turkey to
build on Disneyland's 50th anniversary efforts. On November 22, 2005,
the park issued a VNR that included the ceremony, police escorting the
turkey from the White House to Dulles Airport, the turkey boarding a
United Airlines plane, and the flight crew delivering the "We're going
to Disneyland!" tagline. A second VNR on Thanksgiving Day included
50th-anniversary messaging and footage of the turkey serving as grand
marshall of its yearly parade. The turkey was then retired to
Disneyland's Big Thunder Ranch. In all, there were nearly 1,300
broadcast hits. President Bush also mentioned Disneyland twice in his
fowl-pardoning speech. Both the American Turkey Federation and PETA
endorsed the turkey's holiday plans.
Ogilvy Public Relations Worldwide and the Centers for Disease
Control and Prevention: Screening Saves Lives: Building
Awareness.Engaging Communities. Leveraging Partners
Since 1999, Ogilvy PR has worked with the CDC to raise awareness of
preventative colorectal cancer screenings. But the campaign needed new
life. So Ogilvy built relationships with the National Colorectal Cancer
Research Alliance and the Entertainment Industry Foundation to create
"The Picture of Health." Celebrities like Katie Couric and Morgan
Freeman, both with personal ties to colorectal cancer, boosted
credibility and exposure. Along with TV and magazine placement,
3,000-plus Wal-Mart, Sam's Club, and Sears stores aired the PSAs, and
print-adapted versions were featured in some major airports. Total PSA
impressions garnered in 2005-06 were up by more than 65% from the
previous campaign year.
About the Sponsor
MWW
Group is a top public relations agency known for its results-driven
approach to PR. In 2006, MWW Group was named PR Agency of the Year by
The Holmes Report and Mid-size PR Firm of the Year by PR News in
recognition of the firm's growth and strategic account leadership.