 2005 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
Bank One "Bike One Chicago"
Dome HK
An area-wide interactive bicycling program featuring
free biking services and activities enabled millions of
Chicagoans to embrace "Bike One."
Share Your Life, Share Your Decision
Public Relations Staff
Gift of Hope Organ & Tissue Donor Network
A dynamic video, easy-to-use education materials, and
nearly 100 trained volunteer speakers helped Gift of
Hope educate more than 25,000 students about the
decision to donate life.
McDonald’s Balanced Lifestyles
Kim Todd
GolinHarris
Responding to the rising obesity crisis in America,
GolinHarris helped McDonald’s develop Balanced
Lifestyles – a multi-faceted operating principle
designed to reinforce the company’s global leadership
position.
Special Events and Observances
Action! Moviemaking Magic in Chicago
Museum of Science & Industry and Public Communications, Inc.
Original exhibit on the art and science of filmmaking enhanced the Museum of
Science and Industry’s tradition of bringing interactive and educational
activities to Chicago.
"Try Us on For Size"
Lisa George
Roosevelt University
In the summer of 2004, Roosevelt University launched a comprehensive campus
visit campaign for high school students. Each mailer was in the shape of a
T-shirt, to reflect the special give-away participants would receive.
5-Minute Hunt for the Perfect Babysitter
Susan Weiss
SWPR
Sittercity, the country’s largest online babysitting matching service, called
on SWPR to launch the first-ever "speed-sitting" event to help connect parents
and sitters.
Jacqueline Kennedy’s White House Years
Pat Kremer
The Field Museum
An exhibition on Jacqueline Kennedy presented three big challenges for The
Field Museum. The museum’s PR team solved the problems and launched the show
successfully.
Internal Communications
Turning Health Into Wealth
Chicago Consulting Actuaries
CCA relied on an engaging, creative and ongoing employee communications
campaign to ensure its new health improvement program inspired employees to make
positive behavior changes.
Reducing Pain in the Elderly
Susan Duda Gardiner & Kevin M. Kavanaugh
Illinois Council on Long Term Care
The Illinois Council on Long Term Care educated hundreds of professionals on
its groundbreaking pain management program and reduced pain in state nursing
home residents by more than 40 percent.
IMPACT PowerChart Communications
Department of Communications
Northwestern Memorial Hospital
Several materials were created to launch a real-time, paperless system for
hospital records as part of the organization-wide patient safety improvement
project – Improving Patient Care Through Technology.
ISSUES MANAGEMENT
Connecting People and Plants
Public Relations Team
Chicago Botanic Garden
The Chicago Botanic Garden’s science communications program teaches people
about the significance of safeguarding the world’s plants, preserving diversity
and maintaining healthy ecosystems.
Connecting Roads with Quality of Life
Kathleen Cantillon
Illinois Tollway
The Illinois Tollway’s comprehensive PR strategy led to approval of its first
toll rate increase in 22 years to fund a $5.3 billion congestion relief plan.
Publicizing New Research on AIDS
JAMA Media Relations
As a result of a broad media campaign, millions of people learned important
new medical information about HIV/AIDS, a serious worldwide health threat.
Turn Green Into Blue
MK Communications, Inc.
City of Chicago, Department of Streets and Sanitation
A six-week campaign to urge Chicagoans to recycle their Christmas trees and
other recyclables in exchange for a year’s supply of blue bags.
Marketing
Glucerna – Diabetes Freedom
Burson-Marsteller
A national outreach program to encourage people with diabetes to experience
"diabetes freedom," offers a new outlook to manage the condition.
Jeep Climb
Clear!Blue
Demonstrating "go-anywhere, do-anything" capability, the 2005 Jeep Grand
Cherokee climbed to new heights as the first-ever vehicle to scale a skyscraper
in New York City.
The Korbel Perfect Proposal Contest
Edelman for Brown-Forman/Korbel Champagne Cellars
The 2003/2004 contest extended Korbel’s ownership of marriage proposals and
implemented a phased media plan to garner coverage throughout the year.
Purina Cat Chow Way of Life Experience 2004 Tour
GolinHarris and Checkmark Communications
Looking beyond mere nutrition, the Purrsonality Profile Quiz fed owners’
understanding of their cats’ total well-being, ultimately helping the brand
regain market share.
50th annual DuPage County Fair
Andy Richardson
GR-PR
The 50th annual DuPage County Fair grabbed international press
attention, thanks to local leaders who challenged each other to "duke it out" at
the first "Mayors’ Hog-Calling Contest."
Visit the winner's Web site to read a case study...
The STA-BIL National Lawn Mower Racing Series
Bruce Kaufman
Merton G. Silbar Public Relations
The 17-race circuit of riding lawn mower races was created to promote STA-BIL
Fuel Stabilizer and attract major media attention.
National Clean Out Your Refrigerator Week
Zeno Group
A week dedicated to alleviating America’s profound fridge frustration.
Sponsored by Whirlpool and Glad, consumers received tips on cleaning and
organizing their refrigerators.
International Public Relations
World Children’s Day at McDonald’s
Kim Todd
GolinHarris
McDonald’s restaurants in more than 100 countries united for the third annual
global fund-raising initiative, World Children’s Day at McDonald’s, benefiting
Ronald McDonald House Charities.
New Media
Build It And They Will Come
Tech Image Ltd.
A multi-tiered media relations campaign focused on positioning GlobalSpec as
the "deep dive" search engine for the engineering community.
Brochures, Booklets or Books
"The Gifts of Hope" 2005 Calendar
Public Relations Staff
Gift of Hope Organ & Tissue Donor Network
The men, women and children profiled in Gift of Hope’s 2005 calendar affirm the
compassionate gifts that are critical to offering hope through life-giving
donation.
Reaching Out to Legislators
Kevin M. Kavanaugh
Illinois Council on Long Term Care
The booklet served as the foundation for a successful government affairs program
that enabled nursing home professionals to restore $110 million in cut Medicaid
funding.
Stem Cell Transplant Program Materials
Department of Communications
Northwestern Memorial Hospital
The materials provide necessary information and support to patients,
prospective patients and their loved ones about stem cell transplantation.
Newsletters or Magazines
A Transformation Like No Other
Dr. Brent Knight
Morton College
Morton College tells the story behind extraordinary efforts made in 2004 to
transform the two-year college.
Forget the ‘PR Spin’ – Information Sells
Mike Nikolich
Tech Image Ltd.
Tech Image launched the PR Intelligence Report in late 2001 to help customers
and prospects learn more about media relations, marketing, economic issues that
affect them, and the company’s thinking.
CORPORATE Annual Reports
Flying in the Face of Convention
AirTran Airways and CKPR
The integrated team at Cramer-Krasselt went beyond the typical detail-laden
annual report and developed an online report for AirTran Airways that was
straightforward, yet creative.
The Power of Eight
University Relations
Saint Xavier University
Saint Xavier University’s 2004 annual report presents the financial status of
the university through the dissemination of the eight strategic directives.
NON-PROFIT ANNUAL REPORTS
Embracing the Future
Diane M. Yost and Sheila L. Rotman
Albany Park Community Center
The first annual report for Albany Park Community Center served as a symbolic
element reflective of the Center’s growth and success over the years.
Gift of Hope 2003 Annual Report
Public Relations Staff
Gift of Hope Organ & Tissue Donor Network
The winning personalities and programs profiled in
Gift of Hope’s 2003 annual report are "Team Hope" –
successfully saving and enhancing lives through organ
and tissue donation.
Road to Reform
Kathleen Cantillon
Illinois Tollway
The Illinois Tollway showcases the "ABC’s of Reform" in its report
documenting the first year of Governor Blagojevich’s tollway reform agenda.
2004 Annual Report, Trust
Department of Communications
Northwestern Memorial Hospital
Trust is the unspoken bond Northwestern Memorial Hospital works to earn.
Their story is told through words and visuals in the 2004 Annual Report.
Video News Releases and Films
MENC Spotlights the National Anthem
Zeno Group
The National Association for Music Education used the national anthem as a
platform to raise widespread awareness of the need for school music education.
WEB SITES
Elements of Style: Teaching and Technology
Ken Gaines, Dr. Lawrence Gorman, Dr. Carolyn Stevens, and Lawrence Williams
East-West University
East-West University combined technology such as flash movies with academic
resources to create a new and innovative web site.
ELECTRONIC PRESS KITS
Sea Star Quest
John G. Shedd Aquarium and Public Communications Inc.
The Sea Star Quest media kit was developed to generate interest and maintain
Shedd’s status as the most-attended Chicago cultural institution in 2004.
Read the list of Silver
Trumpet winners...
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