Dow teamed with GolinHarris in an effort to raise the global profile of the necessity of water and the nearly 1 billion people who lack access to it. Along with Live Earth, GolinHarris launched a single-day race campaign to achieve a tipping point for the issue across 200 cities and 81 countries on six continents, targeting people active in the community and politics, Dow's 52,000 employees, environmental advocates, NGOs, the running community, and celebrity supporters.
Kicking off Earth Week, on April 18, 2010, this became the largest solutions-based campaign on record, consisting of 6K run/ walks (the average distance many women and children walk each day to fetch water), as well as concerts and educational activities taking place over the course of 24 hours worldwide. The one-day event was supported through an online resource center, which provided key communications tools, artwork, and event activation materials for partners to execute the global event locally.
Meanwhile, global events and activities surrounding the race were organized. They were customizable for local PR firms, NGOs, and other partners. For Dow staff, a dedicated intranet site was created as a resource for downloading program tools to activate the event locally.
Post-event research saw a 12% increase with Dow's water and environmental commitments among key influencers. The global effort also helped Dow build a network of 30 NGOs. The event led to 3,000 media placements across 40 countries, totaling more than 1.35 billion impressions, as well as more than 20,000 tweets and 40 million-plus Facebook impressions.
Meanwhile, Dow employee engagement also grew, with more than 60% getting involved. Vendors involved in the campaign included Ignition, Akvo, Pacific Sports, and Active.com.
"Great orchestration," said one judge. "Strong results from media to employee motivation."
Honorable Mention: Fast Horse and The Coca- Cola Company: Coca-Cola's Expedition 206: 365 Days, 206 Countries, 1 Mission
The Coca-Cola Company created the Expedition 206 program to attract Web-centric teens and 20-somethings. The initiative, a natural spin-off of the brand's Open Happiness campaign, assembled teams of young people in 206 countries where Coca-Cola does business, armed with laptops, cameras, and mobile phones. There, they interviewed and documented the people and things they saw via Twitter, YouTube, and Skype, among other sites, resulting in more than 3,200 mentions in blogs and media outlets worldwide. Outlets such as the AP, Mashable.com, and Fox Business also featured the program.
The Award Entries can relate to any market sector (crisis, healthcare, consumer, internal communications, etc.), but must be for work executed outside the US in two or more regions by a US-based office or department.
Edelman and Starbucks Coffee Co.: Earth Month Campaign
Fast Horse and The Coca- Cola Company: Coca-Cola's Expedition 206: 365 Days, 206 Countries, 1 Mission
GolinHarris and Dow Chemical Company: Bringing Water to the Nearly 1 Billion People Who Lack Access Through The Dow Live Earth Run for Water
M&C Saatchi Sport and Entertainment and The Coca- Cola Company: Coca-Cola's 2010 FIFA World Cup Campaign
Weber Shandwick and Yum! Brands: World Hunger Relief
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