Greentarget for 13th Avenue, Raising Visibility for an Innovative College Aid Non-Profit
Nasher Sculpture Center, Nasher XChange
WGU Indiana, Lose The Wait
To see all the winners of the
2014 PR Daily Awards click here!
Best Traditional Nonprofit Campaign
‘Wear It!’ boating safety campaign raises life jackets’ profile
Research and media savvy made for a campaign that was a buoyant success.
Boating safety isn’t necessarily the sexiest cause, but it’s an important one. Each year, hundreds of people drown because they don’t wear life jackets.
The National Safe Boating Council
teamed with Paul Werth Associates
in 2013 to extend a campaign aimed at bringing those numbers down. They started with checking to see how the campaign, called “Wear It!”
did in 2012.
A survey found that places with high saturation of “Wear It!” campaign materials had the lowest rates of boating accidents. So they expanded it with a multipronged outreach: spokespeople on local and national TV, print ads, a public service announcement on TV, partnerships with fishing organizations, social media, infographics, and more.
The 2013 version of the campaign reached more people than it ever had before. As a result, it’s the winner of Ragan’s 2014 PR Daily Award for Best Nonprofit Campaign.
The campaign snagged 21,000 media placements—on outlets including The Weather Channel, CNBC, and USA Today
—that reached a potential audience of 1.2 million viewers. It also got the public service announcement to air 157 times on the big screen during the Indianapolis 500.
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