2014 Halo Awards Honor Cause Marketing Campaigns

May 29, 2014       The NonProfit Times      

CHICAGO — Campaigns that funded wells in Ethiopia, provided life-saving vaccinations and fought veteran unemployment — all while building stronger businesses — were among the initiatives honored today during the 12th annual Cause Marketing Halo Awards.

There were 18 category-specific winners selected from more than 100 entries by the Cause Marketing Forum (CMF) at its annual conference. In addition, Children’s Miracle Network Hospitals and TOMS each received a Cause Marketing Golden Halo Award for breakthrough, long-term efforts to do well by doing good.

Descriptions of winning campaigns can be found online at http://www.CauseMarketingForum.com/halo2014

Taking home multiple honors this year were:

  • Dig In & Do Good. This isa transactional cause marketing campaign that invited frequent diners to use their MasterCard when dining out and unlocked $8 million in donations to Stand Up To Cancer during 2013.
  • iHeartRadio Show Your Stripes. This was Clear Channel Communities’ CSR campaign addressing the issue of unemployment among U.S. veterans. Clear Channel dedicated $100 million in media assets and partnered with numerous business and nonprofit groups and celebrities to connect veterans with job opportunities.
  • Home Sweet Home, a campaign from Canadian telecommunications company TELUS encouraged Canadians to support local wildlife. Consumers could buy a plush panda with proceeds going to WWF Canada as well as spread awareness by participating via clever social media activations.

“Once again this year Halo-winning campaigns rose to the top by effectively communicating cause-related messages while measurably generating social and financial dividends,” said Cause Marketing Forum President David Hessekiel.

This year’s Cause Marketing Halo Award-winning campaigns were:

Best Transactional Campaign

GOLD: Dig In & Do Good (MasterCard and Stand Up To Cancer)

SILVER: Give Breast Cancer the Boot (JCPenney and National Breast Cancer Foundation)

Best Message-Focused Campaign

GOLD: 100 Wells for Ethiopia (Pacific Dental Services and charity: water)

SILVER: iHeart Radio Show Your Stripes (Clear Channel Communities)

Best Social Media Campaign Finalists

GOLD: Craziest thing I Did to Save Money (H&R Block Dollars & Sense and DoSomething.org)

SILVER: Home Sweet Home (TELUS and WWF Canada)

Best Video Creative

GOLD: The Moment (CIBC and Canadian Breast Cancer Foundation)

SILVER: Dig In & Do Good (MasterCard and Stand Up To Cancer)

Best Health-Related Campaign

GOLD: Get a Shot. Give a Shot. (Walgreen Co. and United Nations Foundation) SILVER: imbornto (March of Dimes and Mud Pie, Bon-Ton and Famous Footwear)

Best Environmental or Animal Campaign

GOLD: Alternative Spring Break (American Eagle Outfitters and Student Conservation Association)

SILVER: Home Sweet Home (TELUS and WWF Canada)

Best Business Model Integration

GOLD: Zoetis for Shelters

SILVER: Alex & Ani Charity by Design

Best Social Service Campaign

GOLD: 2nd Annual Great American Shake Sale (Shake Shack and Share Our Strength)

SILVER: iHeart Radio Show Your Stripes (Clear Channel Communities)

Best Education Campaign

GOLD: Celebrate Schools! (General Growth Properties and DonorsChoose.org) SILVER: Great Starts, Great Stories (Kellogg Co., Scholastic Inc. and Books for Kids Foundation)