PR WEEK AWARDS 2001: Campaign - Cause-Related Campaign of the Year 2001. Sponsored by TVN Communications Group




Barkley Evergreen & Partners and the Lee Company - Lee National Denim Day

It may be an oxymoron, but casual dress enables people to make a formal statement at least one Friday every year.

That day is Lee National Denim Day, which raises awareness about breast cancer and the funds needed to fight the deadly disease. What made last year's campaign unique was its willingness to depart from convention A few years ago, Lee was anxious to reach out to women and increase the acceptability of its product as workplace dress. After consulting with Barkley Evergreen & Partners, the Denim Day idea was hatched, guided by research on cause marketing.

The program works this way: on a Friday in October, employees at participating companies who wear jeans to work make a donation to the Susan G. Komen Breast Cancer Foundation.

Lee mounts an annual PR push to raise awareness among employees and convey to employers the benefits of participating. Barkley Evergreen & Partners arranges VNRs, a satellite media tour and national radio tour to reach women. A toll-free hotline and a Web site make it easy for people to obtain more information and register to participate.

Last year, the campaign broke with convention by reaching out to men, too. Rob Lowe stepped forward as spokesperson for the campaign (pictured above), revealing that he lost both his grandmother and great-grandmother to cancer. Lowe's appearances on the Today show, Larry King Live, Live with Regis and Entertainment Tonight, plus a national radio tour, helped the Lee Company reach almost 60 million broadcast impressions.

The campaign is the proverbial PR win-win. Participating companies benefit because it bolsters employee morale. Employees get a day to dress casually and the sense that they are helping advance a worthy cause. Women and men alike learn about the importance of education and early detection as a key to treating cancer. And the Lee Company not only shows it shares the values of its customers, but demonstrates to corporate executives that denim casual can be good for workplace morale. It's one case where doing the right thing philanthropically can also help a corporate culture and the bottom line.

Barkley Evergreen's PR campaign helped Lee National Denim Day raise dollars 7 million last year for the Komen Foundation. All told, more than dollars 23 million has been raised by National Denim Day during the past five years, which makes it the nation's largest single-day fundraiser against breast cancer.


Fleishman-Hillard and Brita Products with Center for Marine Conservation - 'Outwit, Outplay Outlast Beach Trash and Marine Debris'

Fleishman-Hillard arranged a successful marriage between two clients - the Center for Marine Conservation and bottler Brita Products - which resulted in the Center's most successful International Coastal Clean-up. Beach litter catches the eye, so Fleishman did the same with its communications, from press kits wrapped in 'trash' to selecting Colleen Haskell of Survivor TV fame as spokesperson. Fleishman used PSAs, a satellite media tour, Haskell's Today show appearance and media coverage to rouse interest. A million people in 100 nations helped rid beaches of litter, including nearly 8.5 million pounds of trash in the US.

Winner 2000: Porter Novelli with Nissan North America - 'Quest for Safety' campaign

The Award

The award recognizes a campaign that utilizes or integrates a social cause to promote or enhance corporate image or specific products/services.

Finalists 2001

- Barkley Evergreen & Partners and the Lee Company - Lee National Denim Day

- Bragman Nyman Cafarelli and Pallotta Team Works - Avon Breast Cancer 3-Days 2000

- Dallabrida & Associates and Agouron Pharmaceuticals -

- Dan Klores Associates and New York Daily News - Prostate Screening Program

- Fleishman-Hillard and Brita Products with Center for Marine Conservation - 'Outwit, Outplay, Outlast Beach Trash and Marine Debris'

- Lovell Public Relations and The Macerich Company - Shoes for Orphan Souls

- Marketing Werks and Hershey Foods - Hershey's Kissmobile Tour


TVN Communications Group, the award-winning broadcast services and production company, is pleased to sponsor this award for the second consecutive year. TVN has over 20 years of experience producing and distributing news packages that appeal to broadcast journalists. Our newly enhanced TV and radio publicity packages achieve unsurpassed results.

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