 2008 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
“I Stand With Magic” Program: Campaign to End Black AIDS
Abbott and the Magic Johnson Foundation
“I Stand With Magic,” an Abbott and Magic Johnson Foundation partnership, aims to
reduce new HIV infections among African-Americans by half over five years through
HIV prevention and testing.
Cool Globes: Hot Ideas for a Cooler Planet
Jasculca/Terman and Associates, Inc.
“Cool Globes: Hot Ideas for a Cooler Planet” used public art to issue a call-to-action
and encourage changes in day-to-day lifestyles to reduce global warming.
HGTV Star Frank Fontana Shines in Chicago
Julie Rusin PR, Inc.
Julie Rusin developed and implemented a highly effective public relations campaign
that made Frank Fontana, star of HGTV’s Design on a Dime “shine.”
Single Mothers Count, Too!
The Nielsen Company
Global media information from The Nielsen Company teamed up with singlemamahood.com
to penetrate its message that “Every View Counts.” Singlemamahood.com is a resource
Web site for single mothers – a market that is often ignored or forgotten.
Making IT Happen for Veterans
CompTIA and Tech Image
Tech Image helps CompTIA promote its Creating Futures program that allows military
veterans to acquire the training and skills to secure jobs in technology.
Institutional Communications
Building Brand Equiity
Illinois Institute of Technology
An institution-wide branding campaign visually captures key words reflecting the
nature of the university’s points of distinction: Curiosiity, Tenaciity, Ingenuiity,
Ciity Life.
Patient Welcome Folder
Northwestern Memorial Hospital
Northwestern Memorial Hospital produced a patient welcome folder to provide patients
with complete information to help them understand what would happen during their
hospital stay.
Special Events and Observances
All Aboard the Wonderland Express
Chicago Botanic Garden
The Garden’s public relations team created eco-friendly messages to reposition the
second annual Wonderland Express as a new and exciting destination amidst a crowded
marketplace of seasonal destination choices.
Dodge Durango Tango
Clear!Blue
Dodge and Emmitt Smith invited consumers to “dance with the cars” for a chance to
win a 2008 Dodge Durango at the Texas State Fair.
Dodge Magnum Big Red Wagon
Clear!Blue
Dodge created the ultimate Father’s Day challenge by inviting dads and their children
to compete in a one-of-a-kind obstacle course to win a Dodge Magnum.
Chrysler Aspen Snowdoku Challenge
Clear!Blue
Chrysler capitalized on the popularity of soduku to generate awareness for the Chrysler
Aspen by transforming the solitary game into an over-sized team sporting event.
AXE Steals Super Bowl Spotlight
Edelman
In less than 10 days and with minuscule resources, Edelman engaged a gorgeous football
fanatic to generate mass exposure for AXE surrounding the Super Bowl.
Little Rock Nine 50th Anniversary
Flowers Communications Group
The “Little Rock Nine” returned to the scene of their bold, courageous stand to
speak with one voice for the first time in 50 years.
H&K and Muvico Go to the Movies!
Hill & Knowlton
Muvico Theatres raised the curtain on its new state-of-the-art Chicago movie theater
palace, and Hill & Knowlton made sure Chicagoans took notice.
Joliet Kicks
Joliet Visitors Bureau
The “Joliet Kicks-Off on Route 66” campaign and grand opening celebration was an
awareness event to launch the Route 66 travel season in Joliet, Illinois. The event
successfully launched the campaign and the opening of the Route 66 Experience exhibit
and welcome center at the Joliet Area Historical Museum. The campaign used creative
measures, partnerships and advertising.
The Art of Food & Wine Palm Desert
KemperLesnik
KemperSports/KemperLesnik delivered the Art of Food & Wine Palm Desert to the minds
and mouths of local, regional and national food and wine enthusiasts.
“Launch” of a New President
Illinois Institute of Technology & L.C. Williams & Associates
By linking the “launch” of its new president to a student Pumpkin Launch event,
Illinois Institute of Technology captured “smashing” media attention that surpassed
typical university inaugurations.
Women’s Health Week Campaign
Little Company of Mary Hospital and Health Care Centers
Little Company of Mary Hospital is dedicated to helping women live their fullest
through a healthy mind, body and spirit.
Prentice Women’s Hospital Grand Opening
Northwestern Memorial Hospital
The division of Public Relations, Marketing and Physician Services provided sustained
promotion and support for the new Prentice Women’s Hospital Grand Opening celebrations.
Quaker Smart Heart Challenge
Ogilvy Public Relations Worldwide
This event was designed to keep a decade-old program relevant, reinforce Quaker’s
commitment to heart health and inspire people to take the Smart Heart Challenge.
Jewel Brings Idearc to Boston
Porter Novelli
In early February 2007, singer/songwriter Jewel set the town of Boston on fire with
a one-day media blitz and free concert program on behalf of Idearc Media (publishers
of the Boston Verizon Yellow Pages).
Issues Management
Brita: Better Water. Less Waste.
Edelman
With public criticism of bottled water’s environmental effects skyrocketing, Edelman
spearheaded Brita’s FilterForGood campaign to give consumers an easy alternative
to bottled water.
Chronic Diseases of Children
JAMA/Archives of Media Relations
As a result of an extensive, multi-dimensional publicity program, millions of people
were made aware of important new research about chronic diseases of children.
Moving Beyond Congestion
Regional Transportation Authority and Resolute Consulting
Resolute Consulting developed and implemented a regional, bipartisan issues campaign
to secure new funding from the state legislature for RTA, CTA, Metra and Pace.
Marketing
Chicago Becomes “Enchanted”
Allied Advertising
Allied Advertising spearheaded the Chicago-area marketing campaign for Walt Disney
Pictures’ “Enchanted,” to raise awareness of the film and ensure box-office success.
CDW-G’s Assessment of School Security
CDW Government, Inc.
CDW Government, Inc. sought to become a market bellwether by leveraging its depth
and breadth across the K-12 education technology marketplace.
CDW Vista Tracking Poll
CDW Corporation
CDW’s Windows Vista Tracking Poll assessed the true market reaction to Microsoft’s
long-awaited operating system, successfully positioning CDW as a thought leader
and adviser on Vista adoption.
AirTran Airways: FlaminGO to Florida
CKPR
CKPR executed the largest “flamingo planting” in history, making a colorful splash
in Chicago to promote the new Florida routes served by AirTran Airways.
How Bagel Bites Stack Up
CKPR
To generate awareness of the reformulated, healthier Bagel Bites, CKPR developed
a unique mobile marketing campaign to deliver the message and create nationwide
nutrition awareness.
Dove Love Your Hair Campaign
Edelman
Edelman helped increase Dove Hair Care share within the mass hair category by nearly
one point through a robust 360 program including a first-of-its-kind celebrity partnership.
Nielsen Telenovela – Starring its People Meter
FCG Latino
The Nielsen Company introduced an innovative, educational and culturally-relevant
platform to address low awareness and recognition among the Spanish-speaking community
with The Nielsen Telenovela.
Reese’s Elvis Cups Product Launch
JSH&A Public Relations
JSH&A created “a whole lot of shakin’” in the crowded candy aisles to launch the
Collector Edition Reese’s Elvis Cups in true Elvis Presley style.
Apartments.com “Possession Obsession” Contest
Lannon Communications
From September 2007 to November 2007, Lannon Communications executed a comprehensive
marketing program to launch and promote the inaugural Apartments.com “Possession
Obsession” contest.
Sara Lee – The Whole Grain Giveaway
O’Malley Hansen Communications
Sara Lee worked with O’Malley Hansen Communications to turn a straight-forward sampling
program into an opportunity to educate consumers about the benefits of whole grain.
New Media
AXE Reality TV 2.0: Justin.TV
Edelman
By sending “lifecaster” Justin Kan to Vegoose to webcast the “House of AXE,” Edelman
generated invaluable online exposure for AXE’s new product line extension.
Brochures, Booklets or Books
Bringing a Wonderland to Life
Chicago Botanic Garden
A souvenir book highlighting the history and intricacies of the Chicago landmarks
and horticulture displayed throughout the Wonderland Express exhibit.
2007 JUF Case for Giving
Jewish United Fund
JUF’s 2007 “Case for Giving” inspired donors and helped propel the institution’s
Annual Campaign to a record $80 million.
Don’t Know Much About History
Morton College
“Don’t Know Much About History” is Morton College’s way of informing key area stakeholders
and constituents about its innovative approach to enhance student civic learning.
Non-Profit Annual Reports
Save Our Plants, Our Planet
Chicago Botanic Garden
Annual report single-mindedly communicates the Garden’s vital role in global plant
conservation and lays the groundwork to fundraise for an international plant conservation
center.
A Year of Firsts
Community Renewal Society
The report was designed to highlight first-ever initiatives launched fiscal year
2007. Each page directed readers to a Web site that brought the events to life.
With My Own Eyes – 2007 Annual Report
Lambs Farm
In its 2007 annual report, “With My Own Eyes,” a group of participants captured
Lambs Farm through the medium of photography, revealing a place of beauty, curiosity,
joy and reflection.
What is it about Rush?
Rush University Medical Center
Published in 2007, the 2006 annual report uses the year’s highlights to reinforce
campaign messaging and illustrate what makes Rush an extraordinary place of healing.
Success with Purpose
Saint Xavier University
Saint Xavier University’s 2007 annual report highlights how individuals in the university
community are benefiting from the Eight Strategic Directives and experiencing success
with purpose.
“Seeing What’s Possible”
The Chicago Lighthouse
The Chicago Lighthouse’s 2007 Annual Report enabled sighted and visually impaired
audiences to “See What’s Possible” by showcasing the individuals whose lives are
touched by The Chicago Lighthouse every day.
TMA 2006 Annual Report
Turnaround Management Association
The annual report “What’s Up” features upward trends pointing to a new wave of restructurings
ahead after several years of slowdown in the turnaround industry.
Video News Releases and Films
Sara Lee – Do the Switcheroo
O’Malley Hansen Communications
O’Malley Hansen Communications unveiled a larger-than-life “earthwork” in a Kansas
wheat field to gain national attention for Sara Lee’s whole grain education efforts.
Feature Videotapes and Films
Donate Life Illinois Campaign Video
Carolyn Grisko & Associates Inc. and Gift of Hope Organ & Tissue Donor Network
CG&A and Gift of Hope create engaging community-oriented video in the campaign to
register 3.5 million Illinoisans in the state’s new donor registry.
Feature Stories
Establishing a Bond with Prospects
dbaDIRECT and Tech Image
Tech Image used Sean Connery’s career before and after James Bond as an example
to CIOs of how changing can further your career.
Web Sites
Telling the World the Wonder of Plants – Online
Chicago Botanic Garden
The Chicago Botanic Garden’s redesigned Web site brings to life the Garden’s beauty,
scientific research, educational outreach and public activities to millions of visitors
every year.
Read the list of Silver
Trumpet winners...
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