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2003 GOLDEN TRUMPET AWARDS

Golden Trumpet Awards are presented for outstanding achievement in public relations and honor the individual achievement of public relations and other communications professionals.

COMMUNITY RELATIONS

Visions of Hope
Suzanne Ross
Burson-Marsteller

The Astra-Zeneca Visions of Hope Public Awareness Initiative included a national, interactive traveling breast cancer awareness exhibit, nationally recognized speakers’ bureau, and the Visions of Hope Awards program honoring physicians, advocacy organizations and breast cancer survivors.

A well-mapped blend of creative events and unusual celebrations paved the way for the Chicago Department of Transportation to keep the Revive Wacker Drive project top-of-mind and dramatically underscore its on-time, on-budget completion.

Chihuly: Revitalizing the Conservatory
Chicago Park District

Faced with the daunting task of turning a seldom visited venue into a major attraction, with little money and in less than a month, the Chicago Park District successfully made Chihuly in the Park: A Garden of Glass the hottest exhibit of 2002, seen by more than half a million visitors.

Know Your Money
D. Michelle Flowers
Flowers Communications Group

Know Your Money is an economic empowerment program designed for African-American adults age 21-35. The program is a partnership between Philip Morris and the National Urban League.

Gift of Hope partnered with the Doings Newspapers in Chicago’s western suburbs on a year-long community service series to raise awareness about the critical need for organ and tissue donation. The program includes a number of stories each month focusing on various aspects of donation.

In an ongoing effort to create safer homes, Lowe’s employees work with homeowners, non-profit organizations, community groups and schools to complete home safety projects and reduce the number one cause of death for Americans under age 44 –home injuries.

World Children’s Day at McDonald’s, a global fundraising initiative, raised more than $15 million benefiting Ronald McDonald House Charities and other children’s causes worldwide. The program reached more than 400 million consumers nationally and an estimated one billion total worldwide.

The American Lung Association of Metropolitan Chicago turned this popular fundraiser into a tribute to New York firefighters by establishing a partnership with Chicago area firefighters. The event drew record attendance and unprecedented donations.

Using the 50^th Anniversary as a reason to listen, Edelman developed unique programs to remind consumers how much they love KFC and draw them back into restaurants, as well as support the company’s positioning: "There’s fast Food. Then There’s KFC."

Turning a weekend chore into a competitive sport, the STA-BIL Keeps Gas Fresh Nationals is the final stop of a 12-city national lawn Mower Racing Series. In case you’re wondering: STA-BIL is the fuel stabilizer that keeps gas fresh after prolonged storage of combustion engines.

The Annual Survive Chicago’s Winter promotion was created as a special feature to the Chicago Boat, RV & Outdoors Show to generate media attention, drive attendance and build public awareness. Six people braved Chicago’s winter at the campsite outside McCormick Place performing daily challenges for prizes.

Close to 60 minutes of TV coverage and print placements in both the Chicago Tribune and Chicago Sun-Times highlight the success of this PR campaign for the inaugural Red Bull Wings Over Chicago, a bracketed skydive swooping and aerobatic paragliding competition held at North Avenue Beach.

Using a comprehensive strategy that encompassed public relations, media relations, community relations and public affairs, U.S. Cellular announced its plans to provide wireless service throughout Chicagoland and central Illinois.

A blend of public relations, direct mail, advertising and grassroots communication helped Southwest Home Equity Assurance Program promote family living in the southwest side neighborhoods and increase the Home Equity Program’s membership base to 5,000 residents.

Horseshoe teamed up with the American Heart Association to raise more than $27,000 for heart disease and stroke research through the annual Heart Walk. The program also helped to boost employee morale, generated media coverage and helped relatives and friends celebrate the lives of their lost loved ones.

When the Publicity Club of Chicago sought the help of a designer to revamp its logo and look for the Golden Trumpet Awards, Horseshoe Casino designer Ami Reese created the symbol and look you see today on all Golden Trumpet materials.

The challenge: To create an international public relations program to leverage McDonald’s sponsorship of the 2002 Olympic Winter Games by focusing on the people who represent the heart and soul of the company and tying their excellence to that of the athletes.

RR Donnelley’s "Hello" Campaign
RR Donnelley & Burson-Marsteller

"Hello" challenged 12,000 employees nationwide to change their telephone greetings to speak in one voice in an effort to show how crucial customer communication is to the business relationship.

An entertaining and informative lunchtime lecture series presented by management for employees resulted in great buy-in from upper management, sell-out employee audiences, better brand ambassadors, exceptional survey results, and an increase in employees recommending the company’s products and services.

Facing Medicaid funding cuts of $110 million affecting 57,000 elderly citizens, the "Commitment to Care" coalition pledged to increase public awareness, motivate legislators to sign a pledge to restore funding and find a solution to this financial shortfall through candidate forums, press conferences and a 4,000-employee march in Springfield.

Within 24 hours of the announcement that Sears would acquire Lands’ End as a way to get shoppers to cross the aisle between tools & appliances and apparel & home fashion, communications efforts resulted in 1,350 positive media stories.

Based on a study that indicated that a common hormone replacement therapy used by approximately 70 million women had the potential to cause significant health problems, JAMA produced a news release and video news release that resulted in more than 2,000 news stories and 201 million VNR impressions.

To tell the story of Language Analysis Systems’ name-recognition software, Tech Image created a program to educate the media about the complexities of spelling names from other cultures and how LAS helps track names on terrorist watch lists.

Chapter 11 with a happy ending? Thanks to a campaign to reassure stakeholders and protect the company’s interest. A reorganization filing could have sent the company into a tailspin, but a great communications strategy resulted in 96% employee retention, no lost customers, increased revenues and positive press coverage.

Leveraging the positive research results from two studies on the cognitive performance benefits of oatmeal on children, Cube Public Relations drove perception of Instant Quaker Oatmeal as the best choice for kids’ breakfast.

Seeking to break into a highly competitive market, the AXE launch strategy included an integrated, multi-channel PR campaign to reach its target where they live, work and play.

You don’t have to be a saint to be a hero and save lives. To get that message to young, urban adults, Gift of Hope teamed with Q101 WKQX-FM to launch a six-week donor awareness campaign. The program generated tremendous exposure, good-will listener feedback and Q101’s second-highest online contest registration ever!

It was seemingly impossible task: Take a name associated with Joe six-pack and make it attractive to style-conscious consumers. The plan: Leveraging La-Z-Boy’s 75^th anniversary while showcasing the new look of comfort. The result: A message reaching nearly a half billion consumers.

Picture this: An 18-wheel, semi-truck, trailer that converts into 27 home-like bathrooms – complete with super-premium Charmin Ultra bath tissue. This ultimate bathroom made appearances at 20 outdoor fairs and festivals and changed the public bathroom experience from the bottom up!

To address misperceptions of pork in the Hispanic community, the San Jose Group used qualitative and quantitative research, media relations and key spokespeople to create awareness and a 42% increase in weekly purchases.

Faced with dwindling sales of carbon monoxide alarms and consumers’ concern about the dangers of carbon monoxide, the need was apparent: prevent needless deaths and save the CO alarm business from extinction.

As the official sponsor of 2002 FIFA World Cup, McDonald’s brought 1,400+ children, ages 6-10, from around the world to Korea and Japan to take the field as part of a special program that paired children with the world’s best football players.

Faced with the enormity of language, cultural, technological and sheer volume difficulties, the global service organization Rotary International met those challenges by developing a public relations "tool kit" to help its 30,000 clubs in 165 countries prepare to celebrate and promote Rotary’s 100^th anniversary.

A reduction in public donations and a cut in state grants forced the American Lung Association to target a development campaign toward the business community. "Inspiration" was created to convey the values of the mission in human terms that would resonate with business executives.

The Chicago Department of Transportation sought to create a commemorative keepsake appropriate for the successful, on-time, on-budget completion of the largest downtown road reconstruction project in its history – Revive Wacker Drive. The result was a booklet that served as a thank you to businesses and all those involved in this historic project.

The 2003 calendar features various perspectives on hope from families of organ & tissue donors, transplant recipients and healthcare professionals, in addition to reinforcing the organization’s new name. An online "sneak peek" helped to increase distribution by 300%.

One postcard at a time made a quarterly direct mailing touting the talents of Kathy Schaeffer & Associates. The four cards together created a signature brochure showing potential clients that this agency can provide smart, passionate and ingenious communications services.

Designed to showcase their attorneys’ extraordinary record and serve as the firm’s principal recruiting and sales development instrument, the 2001 Annual Review highlights work done for scores of the firm’s prestigious clients.

Witherspoon Marketing Group developed the "Smoke in Your Face" brochure as part of Chicago’s "No More Butts" anti-tobacco campaign – also created by Witherspoon and presented by the Chicago Department of Public Health.

"Quarks Unbound: The New New Physics" grew out of a critical need among particle physicists to communicate their science to people outside their field. A bold pamphlet was created to showcase this dynamic science and excite professionals about the whole enterprise of particle physics.

A lively layout, conversational writing style and patient testimonials are what distinguishes Gottlieb Memorial Hospitals award-winning newsletter. The publication is mailed to more than 130,000 homes in Chicago’s near western suburbs.

Revised editorial content focusing on how donations improve the lives of hungry individuals in Chicagoland helped the not-for-profit Greater Chicago Food Depository to increase donations a whopping 189% through the organization’s newsletter.

The theme is simple: Though the challenges facing the AMA and medicine are many, the possibilities for positive transformation are great. Through the stories of activist physicians, AMA members were told that no one can afford to sit on the sidelines, passively watching change go by.

Letters and snapshots from people whose lives were touched by donation – donor families, transplant recipients, people waiting for a transplant, people who die waiting – are tell the remarkable story of organ and tissue donation in Gift of Hope’s award-winning 2001 Annual Report.

The compelling stories of accomplishment of program participants – people with developmental disabilities – are brought to life in this 2002 Annual Report through portraits that capture the spirit of some of the many people served by Lambs Farm.

Northwestern Memorial’s yearly report chronicles the highlights and achievements of one of the premiere hospitals in Chicago. "Enjoy Your Health" focuses on the positive stories of six patients and demonstrates how important your health is to the enjoyment of your life.

Rush-Presbyterian-St. Luke’s Medical Center created this video news release to introduce a revolutionary device that enables physicians to access and treat neurological problems by entering the brain through the blood vessels. Remarkable visuals associated with the procedure provided an exceptional opportunity for a widely used video news release.

In an effort to keep the Peoria community updated with information about a major construction project taking place in central Illinois, an interactive website was designed that also provided residents with an opportunity to ask questions about the 4-year project.

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