Brigham and Women's Hospital
Counterpart International and USAID
Peel District School Board
See all the winners of PR Daily's 2013 Digital PR Awards. Click here!
Best Video – Cause-related
Video exposes global race against TB
In its award-winning video, the nonprofit biotech company Aeras tells this story: The global tuberculosis epidemic worsens as strains develop into superbugs; we need to act before it’s too late.
Think tuberculosis (TB) is an epidemic of days gone by?
Think again. Tuberculosis is among the world’s deadliest infectious diseases. The epidemic worsens globally as strains become drug-resistant superbugs.
is a nonprofit biotech company, which believes the TB story must be told to inspire people to act before it’s too late. The organization is advancing new TB vaccines.
In a field that produced many strong entries, Aeras took top honors in PR Daily’s 2013 Digital PR Awards in the Best Video—Cause-related category with its video series “EXPOSED: The Race Against Tuberculosis
The videos use first-person accounts from a patient, a parent, a physician, and a researcher to:
- Bridge the gap between facts and figures of the tuberculosis epidemic and hearts and minds of decision makers who can prioritize preventing the epidemic.
- Engage those working to control tuberculosis to advocate for new tools.
- Reinvigorate the field.
- Secure resources to stop TB.
The series’ four chapters allow targeting of audience based on location and topical interest.
Aeras disseminated and promoted the winning video series through a number of channels:
- Film-specific microsites
- A robust social media plan
- Direct mail
- Outreach to advocacy groups
- Earned media opportunities
- Screenings at events
Filming took the team to cities scattered across four countries to interview more than 40 individuals whose lives are touched by or who work to fight TB. The powerful interviews and storytelling touch viewers.
In the first month, the EXPOSED chapters:
- Received more than 80,000 views.
- Generated more than 20 blog posts and articles.
- Drove Facebook likes from 200 to 3,000.
We congratulate the team that collaborated on the winning effort: Mo Scarpelli (Rake Films); Kari Stoever, Jamie Rosen, Annmarie Leadman, and Simon Isaacs (GATHER); and Jennifer Woolley, Rosella Anstine, Melody Kennell, Robbie Johnson, Wanjiku Kamau, and Miles Sedgwick (Burness Communications).
Find out more about the series here.
Find out about Ragan and PR Daily’s award programs here.