Advocacy starts in our communities
Weber Shandwick is committed to supporting the communities in which it operates through pro-bono community outreach programs around the world. These efforts are an important part of our company culture and provide another way for our employees to deliver advocacy – in this case, for community organizations worldwide.
We recognize the significant contributions of our colleagues’ pro-bono efforts, which are as varied and diverse as our offices, through Weber Shandwick | Making a Difference, our annual, internal awards program.
While all of the work submitted this year was impressive, we are proud to announce the three winning campaigns.
Macular Degeneration Foundation: Macular Degeneration Awareness Week 2007 (Sydney): The Macular Degeneration Foundation (MDF) engaged our colleagues from the Health and Wellness Team in Sydney to promote the prevalence of this ocular disease within Australia during Macular Degeneration Awareness Week (MDAW) – June 25 - July 1, 2007. Noticing the public’s misunderstanding of the importance in protecting their eyes from Macular Degeneration (MD), the MDF sought to use MDAW as a chance to educate Australians about MD, and encourage them to be proactive in protecting their vision. Our colleagues worked with Galaxy Research to create a consumer survey, developed a news hook to conduct consumer research into awareness levels of MD, and engaged the media on the survey results. The team directed its national media campaign toward talk radio and metropolitan newspapers with their survey, media kit, celebrity spokespeople and case studies. As a result, MDAW 2007 was the most successful in its seven-year campaign history. Additionally, our colleagues helped MDF increase its visibility- demonstrated by the 340% increase in calls to the MDF support line, and by the 700% increase in media impressions from MDAW 2006.
Robbie Millar Scholarship: Launching the Robbie Millar Scholarship (Belfast): Our Belfast colleagues were invited to join the board of the Robbie Millar Scholarship fund, created in memory of the renowned Irish chef who tragically died two years ago, to design, manage, and market the scholarship program. The team created the first world-class culinary scholarship program for young chefs in Ireland and Great Britain. To procure patron and sponsor support and secure quality prizes to validate the credibility of this new scholarship program, our colleagues reached out to various media outlets throughout Great Britain, Northern Ireland, and the Republic of Ireland. A launch event was held in January, 2007 where established industry leaders were invited to serve as ambassadors, encouraging catering colleges and restaurants to put forward scholarship participants. Following the launch, 17 leading international food and wine experts, as well as work placements with Varlhona Chocolate in France, and two Michelin-starred restaurants, all agreed to support the competition. Weber Shandwick issued 5000 entry forms and secured high-quality entries from across Britain and Ireland. The winner has since received many high-profile offers and attributes his success to the scholarship. The scholarship and competition secured media coverage throughout Britain and Ireland. Additionally, the campaign won Gold at the 2007 NI Charted Institute of Public Relations award in the Not-for-Profit Category.
President Lincoln’s Cottage at the Soldier’s Home, National Trust for Historic Preservation: Grand Opening of President Lincoln’s Cottage (Washington, D.C.): In Washington, D.C. our colleagues were asked to help create a brand identity and message platform for the cottage where Abraham Lincoln and his family spent an important part of their time while he was in office. In preparation for the site’s opening on President’s Day 2008, the team worked to increase public awareness of the cottage, generate media coverage, and encourage people to visit the site. Well-structured tactics (including providing private tours for journalists prior to the event, distributing press kits, and targeting the top-25 market print, broadcast and online outlets) helped the event to receive both national and international coverage. Key coverage included stories in The New York Times, The Washington Post and USA Today. Notably, more than 20 magazines and specialty trade publications and more than 30 blogs covered the cottage’s opening.
Other examples of Weber Shandwick’s exceptional pro-bono work include:
- Boys and Girls Club of America: Call America to Action (Los Angeles, Dallas)
- Canadian Foundation for AIDS Research: Bloor Street Entertains (Toronto)
- Chicago Children’s Advocacy Center: Project Not My Child (Chicago)
- Habitat for Humanity Build4Hope 2007: Building Hope and a World Record (Singapore)
- Hedge Funds Care: Open Your Heart to the Children (London)
- Itasca Project: Financially Fit Minnesota (Minneapolis)
- National Coastwatch Institution (NCI): The Way Forward (London)
- Navajo Nation: “Justice for Navajo Nation” (Washington D.C.)
- PAWS (Pets Are Worth Saving): Lincoln Park Shelter Launch (Chicago)
- UNIPRO: Look Good Feel Better (Milan)
- War Child: Dog Tags Entertainment Campaign (London)