Children's Mercy Kansas City, Inside Pediatrics
Earthjustice, Earthjustice Bee Advocacy Campaign
Florida Realtors®, Helping the Homeless: Realtors® Believe
MGH, Inc. for Common Ground Alliance, A Triple Crown Win for Call 811
Ontario Teachers’ Pension Plan, Defined Benefit Pension Evolution Thought Leadership Program
Sabin Vaccine Institute, Filaria Free India (Hathipaon Mukt Bharat)
See all the winners of the
2014 Nonprofit PR Awards here
Best Advocacy/Awareness Campaign
Pediatric group innovates a “Twitter Storm” to fight misinformation
“Tweetiatricians” join forces to get the word out about the importance of vaccinations
Celebrities spreading inaccurate information about vaccines have created a movement of parents who won’t vaccinate their children against measles and other childhood diseases. When unvaccinated children resulted in a measles outbreak with its ground zero at Disneyland, the American Academy of Pediatrics (AAP)
undertook a campaign to stress the importance of vaccinations. The campaign’s successful approach and results success earned AAP a first place prize in the Advocacy/Awareness Campaign category of PR Daily’s 2015 Nonprofit PR Awards.
With an active network of “tweetiatricians” (pediatricians on Twitter with whom the Academy engages), this group was uniquely positioned to help take action against the spread of false information. Rather than simply distribute a hashtag and proposed tweets, the organization planned a 10-minute “Twitter storm”
for February 6 with the help of two pediatricians, Drs. Rhea Boyd and Wendy Sue Swanson, and physican members of the Academy's Council on Communications and media. During the 10-minute window, 266 participants sent an average of four tweets each – the hashtag @MeaslesTruth was incorporated – resulting in nearly 6 million impressions. So impressed were those watching that one Symplur article called it “a new form of Twitter communication.”
One doctor who participated wrote an article referring to the event as a sort of flash mob. For not only producing an effective communication but for inventing a new communication technique, we’re delighted to present our award for Best Advocacy/Awareness campaign to the AAP’s Cassandra Blohowiak, Jamie Poslosky, and Susan Martin.