Community Relations Campaign of the Year 2008

Recognizing outstanding achievement in local projects or ongoing local community programs in areas such as the environment, education, enterprise, health, the arts, law and order, and equal opportunity

Winner
Carmichael Lynch Spong and Dunkin' Brands: Serving the Community with Cups and Cones

Dunkin' Brands, the parent company of Dunkin' Donuts and Baskin-Robbins, wanted to build a community foundation to boost its own community relations efforts and bolster ties with its franchisees.

The company teamed with Carmichael Lynch Spong (CLS) to design a campaign that would get franchisees excited about the foundation, and would brand it positively in the mind of the general public.

Research led the team to focus the foundation's work on helping out emergency responders on a local level. The team presented the concept to franchise marketing managers, and created a franchisee "tool kit" to help them incorporate the foundation into their work. Next, the foundation sponsored a "Whistlestop Tour" through 19 different markets focusing on preventing firefighter deaths, pushing the event out to the media.

The event was picked up in every market, creating more than 3 million overall impressions.

To help generate a viral buzz for the program, CLS created a Web site, ServingHeroes.com, to "showcase compelling stories" of first responders in various communities. The site touted honorees who help out emergency personnel, and enticed the public to submit stories by offering free coffee or ice cream coupons. Further, the agency offered "turnkey marketing" solutions to franchisees, giving them easy tools to set up events like blood drives. CLS also held a launch event for the foundation with Rachael Ray, including a Good Morning America appearance.

The campaign generated activity for the foundation in more than 20 local markets, exceeding its target. Media coverage also extended across several local markets and included many high-profile national print and broadcast hits. The Serving Heroes Web site attracted in excess of 1,500 entries and was on track to exceed 100,000 hits.

Judges admired the attention to detail that CLS and Dunkin' Brands displayed in their work. "This campaign took a great deal of planning and meticulous, well- coordinated execution," one judge said. "Not easy to do. It took a lot of patience."

Another called it a "tasty approach to bring a cause together with consumers."

Honorable Mention
Fleishman-Hillard and Abbott & the Magic Johnson Foundation: I Stand With Magic: The Campaign to End Black AIDS



Faced with the grim fact that nearly half of all new HIV infections in America are among African Americans, the Magic Johnson Foundation and Abbott set out to accomplish the ambitious task of reducing the number of new HIV infections in the black community by half over the next five years. They teamed with Fleishman-Hillard for a three-day launch program in hopes of extending the visibility of their program. The campaign sought not only heavy media coverage, but also to encourage the community to seek out credible information sources on HIV and to increase awareness of and testing for the disease in Los Angeles County. The effort was called "I Stand with Magic," and it launched with a press conference on World AIDS Day. The effort generated coverage on Oprah and other high-profile outlets. Almost 15,000 people received information, and more than 1,000 HIV tests were conducted. Judges said "grassroots planning and execution were critical" in the campaign, and praised it as "incredible" for coming up with "real outcomes, not just outputs."

Finalists 2008
Carmichael Lynch Spong and Dunkin' Brands Serving the Community with Cups and Cones
Fleishman-Hillard and Abbott & the Magic Johnson Foundation I Stand With Magic: The Campaign to End Black AIDS
Fleishman-Hillard and Office of the Chief of Public Affairs, United States Army Operation Tribute to Freedom
FD and Duane Reade Holdings, Inc. Duane Reade: Making Health and Wellness Affordable, Accessible, and Convenient for New Yorkers
Lippe Taylor and IKEA IKEA Bag the Plastic Bag Program

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