PRWeek Global Awards Winners 2021 - Global Citizenship

The winner in the Global Citizenship category is #PayPalItForward by PayPal.

PRWeek Global Awards Winners 2021 - Global Citizenship

As people adjusted to working from home over 2020, PayPal sought to foster stronger connection and engagement with staff in a way that complimented the company’s existing giving initiatives.

Visit the PRWeek Global Awards hub to find out more about the winners

Step forward the #PayPalItForward programme. Launched with an internal email by PayPal CEO Dan Schulman, the scheme gives PayPal’s more than 23,000 employees the chance to nominate five local people or businesses badly hit by the pandemic to receive $50.

Staff wrote up the stories of their ‘Unsung Heroes’, and submissions were posted on an internal microsite called the Unsung Hero Wall.

Along with the monetary award, these Unsung Heroes were sent a note from PayPal informing them of the nomination and an encouragement to #PayPalItForward. PayPal staff who had made the nomination were also given social media copy and a sticker to share across their social channels.

What had begun as an internal campaign quickly caught far wider attention, garnering widespread praise, and leading to a partnership with global influencers to spread the word further.

#PayPalItForward resulted in 4,483 Unsung Heroes entries, with payouts totalling nearly $200,000 across more than 30 countries. The campaign generated 180,000 clicks to, while the company also increased its overall employee engagement scores - with a particular uplift in the ‘company pride’ metric.

Judge's comment:

“An excellent campaign, driven by insights, shows real connection to the target audience across multiple regions and countries. A compelling example of how internal campaigns can expand to external audiences through great communication strategies.”

Highly Commended

Coca-Cola in Sweden going 100% recycled plastic by Coca-Cola European Partners Sweden & Coca-Cola AB

A worldwide launch event at Coca-Cola’s factory in Sweden announced a shift to the use of 100% recycled plastic. The brand’s iconic label was also changed to ‘Recycle Me Again’, and a consumer advertising campaign helped generate extensive media coverage. This helped improve attitudes towards Coca-Cola, and its Swedish CEO was named on the government’s delegation on the circular economy.


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