ASU Foundation for A New American University
Cone Communications for Northwestern Mutual
EMD Serono, Inc.
Scholastic, Scholastic Summer Challenge
The Century Council
See all the winners of PR Daily's 2013 Digital PR Awards. Click here!
Best Cause Marketing or CSR Campaign
Kaiser Permanente and HBO tackle obesity with campaign
‘The Weight of the Nation’ campaign used short films to draw thousands of people to screenings and millions more to online videos.
It’s a simple enough idea: Inform more people about the obesity problem in the United States.
With their campaign "The Weight of the Nation," Kaiser Permanente
, teaming with the National Institutes of Health
, the Centers for Disease Control and Prevention
, the Institute of Medicine
and the Michael & Susan Dell Foundation
, devised an elegant way to do that: a four-episode documentary. Those episodes didn’t just air on HBO, though. The partners held screenings around the country, invited businesses and communities to hold their own screenings with “screening kits,” and streamed the videos online.
Anyone could request a screening kit. As a result, thousands of screenings occurred all over the country.
In addition to the tens of thousands of people who saw the documentary through screenings, millions more watched it at home. The campaign’s outreach effort earns it top honors in the Best Cause Marketing or CSR Campaign category of PR Daily’s 2013 Digital PR Awards.
Nearly 19,000 tweets used the #weightofthenation hashtag, leading to 57 million impressions. Kaiser Permanente drove nearly 100,000 views to its Facebook page as well. More than 400 positive stories about the campaign have appeared in media outlets all over the United States.
See more about "The Weight of the Nation" here.
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