Winner
Weber Shandwick and Federal Deposit Insurance Corp.: FDIC: Celebrating 75 Years, Not a Penny Lost
The Federal Deposit Insurance Corp. (FDIC) hired Weber Shandwick in January 2008 to organize a campaign stressing the importance of deposit insurance to the US public, as well as the role the FDIC plays in guaranteeing bank deposits. Three-quarters of a century after the FDIC's founding, many Americans were confused about deposit insurance levels and the FDIC's role in keeping their money safe. As the economy weakened throughout 2008, informing citizens about deposits and the potential for bank failures became central to the campaign.
Through a benchmark survey of 2,500 self-reported household financial decision-makers, the PR team learned that awareness of the FDIC itself was high. Yet specific knowledge of FDIC deposit insurance was low, even among respondents who had more than $100,000 in their bank accounts.
Strategically speaking, the campaign was designed to deliver a consistent and easy-to-understand message about deposit insurance limits, while highlighting the FDIC as one of the bedrock institutions of the financial system. The effort also sought to engage members of the financial services community in a broad discussion about the FDIC to promote the role it plays in the lives of everyday Americans. The campaign also looked to drive consumers to the group's Web site and its toll-free phone number.
The FDIC and WS launched the campaign with a standing-room-only event at the National Press Club in Washington on the 75th anniversary of President Franklin D. Roosevelt's signing of the legislation creating the FDIC. In conjunction with advertising in weekly magazines, the effort leveraged the participation of financial leaders and prominent journalists in road-show events advocating personal financial education.
“The campaign was poised to maximize opportunities and it used effective media tools to accomplish its objectives,” commented one judge.
The PR team gained extensive media coverage throughout the campaign, with TV and print media placements totaling 857 and more than 402 million impressions. The FDIC anniversary Web site also received substantial traffic throughout the length of the campaign, receiving 16,000 unique visitors and 50,000 page views. In addition, the FDIC credited the campaign with improving media coverage of recent bank closures and reducing consumer anxiety and fear.
“[This] well-timed campaign was well positioned for when the financial crisis hit,” said one judge.
Honorable Mention
Edelman and State of California Dept. of Alcohol and Drug Programs: Encouraging Behavior Change Through Public Education
The California Department of Alcohol and Drug Programs often hears: “I lost everything to meth.” To help state residents avoid the results of harmful drug use, the state and Edelman launched the campaign to educate the public. The PR team sought to drive Californians to the campaign Web site, establish key relationships with stakeholder groups, and reach audiences with specific anti-drug messages. Learning of local meth task forces and coalitions who met individually, the team sought to create a centralized point for collaboration. The firm worked with community groups to have them contact the media directly to note the real impact meth has at the local level. The team launched a bilingual Web site for those wishing to share video stories and access treatment sources. One judge lauded the campaign for its “good research, diverse messaging to many groups, [and] nice use of communications tools.” Another said it was a “good, creative campaign reaching a targeted audience.”
Finalists
• Capstrat and North Carolina Health and Wellness Trust Fund: Tobacco. Reality. Unfiltered. Media Campaign
• Edelman and State of California Department of Alcohol and Drug Programs: Encouraging Behavior Change Through Public Education
• Fleishman-Hillard and Office of National Drug Control Policy: Teens and Rx Abuse Awareness Campaign
• Ogilvy PR Worldwide and Federal Emergency Management Agency: Making America FloodSmart: Reducing the Risk and Impact of Floods
• Weber Shandwick and Federal Deposit Insurance Corp.: FDIC: Celebrating 75 Years, Not a Penny Lost
Sponsor: Ogilvy Public Relations Worldwide is a full-service agency operating in more than 60 markets worldwide. The firm provides corporations, government agencies, trade associations, and nonprofits with strategic planning and implementation across an array of disciplines, including PR, digital communications, influencer management, and more.
