Outstanding A - International Association of Business ... · PDF fileFor more than 40...

14 Communication World • July–August 2012 www.iabc.com/cw

OutstandingACHI

2012 Gold Quill Awards

This year’s

winning entries

showcase the breadth

of communication skills

and expertise

www.iabc.com/cw Communication World • July–August 2012 15

For more than 40 years, the IABC Gold Quill Awards have recognized the best examples

in business communication from around the world. This year was no different, with IABC

receiving nearly 550 entries from 22 countries. Each winning entry represents the work

of professional communicators, from strategists to tacticians, in a variety of media, using

everything from traditional formats to the latest communication technologies.

This annual international competition provides the highest level of professional acknowl-

edgment in business communication today. Winners went through two rigorous rounds

of judging by professional communicators, and in the end the international panel of judges

awarded 24 Excellence Awards, 53 Merit Awards and one Student Award.

We congratulate all the winners for their outstanding achievements in the field of busi-

ness communication.

For more information about the 2012 Gold Quill Awards, visit www.iabc.com/awards/gq.

IEVEMENT



Category:Community Relationsaward level: Merit● U-Pass BC: How to Get

Students Out EarlyTracy BainsUBC, Campus and Community

PlanningVancouver, British Columbia

Category:Customer Relationsaward level: Merit● How Rogers Communications

Turned Its Harshest Critics intoBrand AmbassadorsMary Pretotto, Melanie Masson,

Keith McArthur, Terrie TweddleRogers CommunicationsToronto

Category:Media Relationsaward level: Merit● APCOR “Real Cork Floors”

CampaignSharon Hayward, James Loftus,

Erin BodleyDDB Public Relations, APCORToronto

● Best Conversation EverLindsay Mattick-DavidsonNarrative, WIND MobileToronto

● Staying on CourseThrough a StormRaquel Maurier and Quinn PhillipsFaculty of Medicine & Dentistry,

University of AlbertaEdmonton, Alberta

● What Lies Beneath:Uncovering the Legacyof Environmental Leadin Residential St. John’sMartha D. Muzychka, ABCPraxis Communications, LeadNL

Biomonitoring ProjectSt. John’s, Newfoundland

Category:Multi-AudienceCommunicationaward level: Merit● Four Steps to Driving

Employee EngagementThrough a PowerfulInternal BrandRodney Jordan and Emilie ScottCoca-Cola EnterprisesLondon

● Knowledge@ASB: TailoringBusiness Intelligence forAudience SegmentsMarie KellyAustralian School of BusinessSydney

Category:Marketing Communicationaward level: Merit● APCOR “Real Cork Floors”

CampaignSharon Hayward, James Loftus,

Erin BodleyDDB Public Relations, APCORToronto

● Bonnefield: Farmlandfor FarmingLisa Courtney LloydBonnefield FinancialOttawa

● Wood Buffalo CurbsideRecycling Pilot ProjectRegional Municipality of Wood

Buffalo and The DAGNYPartnership

Edmonton, Alberta

Category:Issues Management andCrisis Communicationaward level: Excellence● Becton Property Group Pty

Ltd—June 2011 Group CapitalRestructureMonika LancuckiBecton Property GroupEast Melbourne, Australia

Category:Employee/MemberCommunicationaward level: Excellence● Are You Ready? Vancity

Launches a New IntranetJane NunnikhovenVancityVancouver, British Columbia

● Beyond the Blue Can: ChangingPerceptions of PepsiCo fromthe Inside Out with EmployeeAmbassadorsSharon Phillips, Stephanie

Peterson, Beth Porter; TamaraSnyder, Abigail Rethore

PepsiCo; EdelmanChicago

● Helping Employees MakeGood Financial DecisionsThe Smart Saving TeamTowers Watson, American

ExpressNew York City

● Iron Mountain—Keepersof the TrustMary Hettinger and

Susan CorlissIron MountainBoston

about the judgingEntries are composed of

two parts: the work plan and thework sample. They are judged on

technical excellence, creativityand innovation, effectiveness in

identifying and responding to anorganization’s or community’s

needs, the delivery of measurableoutcomes, and the overall

success of the project.

Judges score the above criteriaon a scale of 1 to 7, which gives

a weighted calculation for thecriteria depending on the divi-

sion. All entries scoring 5.25 andhigher in the first-tier judging areadvanced to second-tier judging.

At the second tier, entries arejudged again, separately, by dif-ferent sets of judges called theBlue Ribbon Panel. The majority

of Blue Ribbon Panel judges havebeen recognized for excellence in

business communication; all ofthem meet as a group at IABC

headquarters in San Francisco toselect the winners. Any entry

scoring between 5.25 and 5.74receives a Gold Quill Award ofMerit. Entries scoring 5.75 and

above receive a Gold QuillAward of Excellence.

Division 1 ● Communication Management

● the best of the bestSubaru Brings Sexy Backto the AutoShowEntrants: Greg Vallentin and James LoftusThis show-stopping entry is based on aclear business need to increase Subaru’s1 percent share-of-voice and sales in thehighly competitive vehicle market—avery tough goal to meet given the fickle-ness of car buyers and advertising satura-tion in this category.

Using research as a foundation toprofile audience characteristics andmind-sets, the entrants described the tar-get audience as people between 30 and40 years old with families who want thepracticality of a minivan but in a vehiclewith style. After 12 in-depth qualitativeresearch sessions across the country,results showed that most potentialSubaru buyers in Canada were unawareof the car’s Japanese origin. The agencydecided to cross-brand the vehicle withJapanese sumo wrestlers.

It was time to “bring sexy back” to theCanadian International AutoShow in theform of a 300-pound world champion

sumo wrestler called Byamba. The agencydeveloped an integrated campaign featur-ing TV, print, point-of-sale, PR and socialmedia elements. Sumo wrestlers appearedon car hoods seductively eating ice cream,cooling off by pouring water on their bod-ies and in other interesting situations.Byamba appeared in person at the Auto-Show (pictured above) to build awarenessand excitement about the Subaru brand.Supported by media relations, guerrilla

marketing, contests and social media, thecampaign made a measurable differencefor the auto company, generating 1,020customer leads and an increase of 20 per-cent in sales during the month immedi-ately following the AutoShow.

This entry is a perfect marriage of busi-ness need with a strategic solution andclever execution.

—Claire Watson, ABC, APR,and Natalie Lowe




award divisionsDivision 1: Communication

Management includes projects,programs and campaigns

defined by a communicationstrategy. Award winners have

demonstrated the full rangeof planning and management

skills—research, analysis,strategy, tactical implementa-

tion and evaluation.

Division 2: CommunicationSkills includes communication

elements (publications, advertis-ing, websites, newsletters, etc.)

that showcase technical skillssuch as editing, writing anddesign. Award winners have

demonstrated strategic align-ment, the creative process

and measurable results.

Division 3: CommunicationCreative includes elements

that showcase creative talentand design through an essen-

tially communicative function.Award winners have demon-

strated innovation, creativity,strategic alignment and

effective graphicscommunication.

award level: Merit● ABCFP Seeks

a Revenue IncreaseAmanda J. Brittain, ABCAssociation of BC Forest

ProfessionalsVancouver, British Columbia

● Making Strides in BoschAssociate Health: TheHalf-a-Million Steps ChallengeLaurie Cosgrove and

Lindsay StortzRobert Bosch LLC,

Towers WatsonChicago

● RTI InternationalMessaging CampaignPublic Relations and Corporate

CommunicationsRTI InternationalResearch Triangle Park,

North Carolina● Stick It to the Flu

Dave BourneThe Scarborough HospitalScarborough, Ontario

● The Big ConversationMike Pounsford and

Hilary ScarlettTUI UK and IrelandLondon

● UPS My ChoiceKim Krebs and Julie GreenwellUPSAtlanta

Category:Human Resources andBenefits Communicationaward level: Excellence● Transocean’s “Your Benefits

Destination” HSA CampaignErin Packwood and Jamie ColvinTransocean and SimplyConnect

Consulting LLCHouston, Texas

● the best of the bestBeyond the Blue Can: Changing Perceptions of PepsiCofrom the Inside Out with Employee AmbassadorsEntrants: Sharon Phillips, Stephanie Peterson, Beth Porter; Tamara Snyder, Abigail Rethore

Comprehensive, successful and flexible, this employee ambassador programsets a benchmark for all other ambassador programs because of its strong tieto business needs, a willingness to monitor and adjust as the program devel-oped, and clear alignment between its objectives and measured research. Theentry is well written and demonstrates how employees—with the right tools,

training and support—can become advocates for the company. It’s a pleasure to see such athoughtful, practical and professional program succeed.

—Kathryn Yates and Gail Pickard, ABC

award level: Merit● Apollo Group Benefits

Enrollment CampaignJoe H. Ricciardi, ABCApollo GroupCave Creek, Arizona

● Creating a New Cultureof Financial Healthat American ExpressThe Smart Saving TeamTowers Watson,

American ExpressNew York City

Category:Strategic CommunicationProcessesaward level: Excellence● City of Kelowna

Communications Audit andDepartmental OrganizationalReviewGlenna Cross, ABC, MC, and

Elaine Dixson, ABC, APR, MCCross Wise Communications and

Key ConceptsCalgary, Alberta

award level: Merit● City of Mississauga:

Communications Master PlanDaniel Tisch, APR, Roanne Argyle,

Sarbjit Kaur, Debra Chan, IvanaDi Millo, Sonja Banic

Argyle Communications, Cityof Mississauga

Toronto● Novo Nordisk Way

Communications ProgramSusan O’Connor, Lisa Centifanti-

Gates, Lori Moore, Ambica SinghNovo NordiskPrinceton, New Jersey

Category:Brand Communicationaward level: Excellence● Remember Memorex? It’s Back

and Streaming Live!Padilla Speer Beardsley, MemorexMinneapolis, Minnesota

● Sveta vladar (The rulerof the world)Petra Muth Zupanc, Marko

Tišma, Blaž Vuk, Tine Lugaric,Jernej Špende

Pristop d.o.o., Nova KBM d.d.Ljubljana, Slovenia

Category:Special Events—Internalor Externalaward level: Excellence● Anglo American’s Local

Procurement and EnterpriseDevelopment Trade FairAnn FarndellAnglo AmericanJohannesburg

● The BIG Save, Ontario’s SingleLargest Blood Donor ClinicJanet WongCanadian Blood ServicesToronto

● Union Gas CentennialCelebrationCommunications and

Community Investment TeamUnion Gas Ltd.Chatham, Ontario

● World’s Largest Mac & CheeseDeveney Communication,

RAS AssociatesCabot CreameryNew Orleans, Louisiana

award level: Merit● Capitec Bank Swapping Mall

Atmosphere CommunicationsCape Town, South Africa

● Humana’s 50th AnniversaryCampaignHumana’s 50th Anniversary

Campaign teamHumana Inc.Louisville, Kentucky

● Itak Dzafest 2011Ula SpindlerPristop d.o.o., Telekom

Slovenije d.d.Ljubljana, Slovenia


● the best of the bestBuilding a CommunityOne Peeve at a TimeEntrant: Robert WillisThis entry offers a very creative approach to con-necting with the audience and educating themabout appropriate etiquette on public transit. Itshowed what could have been an uncomfortablemessage about public transportation and made itfun and comical. The campaign was a fun way tolearn and connect with customers.

—Alexander Taratov and Chuck Gose

Read more about this entry on page 40.



● the best of the bestTELUS 2010 Annual ReportEntrants: Miriam Trottier and Dianne Trach, ABCEven annual reports can be presented in a waythat’s strategic. TELUS took a typically boring,required report and was able to present it in afashion that would be interesting to its mainaudience while still reporting what it neededto. We loved that they chose to use QR codesto tell readers more about the topics.

—Karin Basaraba andErika Ruiz Ramos, ABC

● Official “Ground Breaking”Launch for Ripley’s Aquariumof CanadaDaniel Tisch, APR, Roanne Argyle,

Debra Chan, Misty Meeks,Sarbjit Kaur, Caroline De Silva,Carmela Antolino

Argyle Communications, RipleyEntertainment

Toronto● Red X-mas Party

Ula SpindlerBlack PonyLjubljana, Slovenia

● Subaru Brings SexyBack to the AutoShowGreg Vallentin and James LoftusDDB Public Relations,

Subaru CanadaToronto

● Virtuoso Gala 2010:A Sparkling AffairMelissa Beilhartz,

Ericka Greenham andAllison Stevenson

IABC/LondonLondon, Ontario

Category:Social Responsibilityaward level: Excellence● A Farewell to Featherwagons

Beckie Jas, Brandon Koepke,Anna Larson, ABC, HaltonRegion Picture Book Commit-tee, Creative Services

Halton RegionOakville, Ontario

award level: Merit●Каждый день – это ваш день!

(“Every Day Is Yours!”)Sanofi Russia together with

SPN OgilvyMoscow

● Absorbent: A SpongeBobExhibit in Support of theNaked Heart FoundationVladimir VinogradovPro-Vision Communications,

Nickelodeon, Viacom Inter-national Media Networks (VIMN)

Moscow● Building a Chemtastic

CommunitySujit PatilTata ChemicalsMumbai, India

● Donate Energy for Life!Aleksander Salki, Žiga FišerPetrol d.d., LjubljanaLjubljana, Slovenia

● YOUR AD HERE Road SafetyContestKate A. Pasieka, ABCICBC, Insurance Corporation

of British ColumbiaBurnaby, British Columbia

Category:Multilingual Communicationaward level: Merit● Colgate Live Better Global

Healthy Activity ChallengeCampaignEiji Nakagawa, Marty Collins;

Amy Breen, Scott TurnerColgate-Palmolive; MercerNew York City

Category:Electronic and DigitalCommunication—Managementaward level: Merit● New Transit for Toronto:

The Eglinton-ScarboroughCrosstownDaniel Tisch, APR, Roanne Argyle,

Misty Meeks, Taryn WismerArgyle Communications,

Toronto Transit CommissionToronto

● Responsible GamblingTraining ProgramSocial Responsibility and

Corporate CommunicationsAtlantic LotteryMoncton, New Brunswick

● School A to ZOnline School CommunityCorporate CommunicationNSW Department of Education

and CommunitiesSydney

● SMART U Social MediaTrainingSharon R. McIntoshPepsiCoPurchase, New York

Category:Social Mediaaward level: Excellence● Building a Community

One Peeve at a TimeRobert WillisTransLinkBurnaby, British Columbia

● Kraft Foods DessertCentre.caFestive Blogger ProgramJennifer Brown, Sandra

D’Ambrosio, Jennifer Zed,Robyn Adelson

EdelmanToronto

● Remember Memorex?It’s Back and Streaming Live!Padilla Speer Beardsley, MemorexMinneapolis, Minnesota

award level: Merit● Idejnica—Brainstorming Place

for EmployeesIgor MedvedMedis d.o.o.Ljubljana, Slovenia


2012 gold quill awardsblue ribbon panelSpecial thanks to Dave Meyer,2012 Gold Quill Awards chair,and our 2012 Blue Ribbon Panel,who conducted all final judgingin San Francisco.

Karin BasarabaTim BuckleyAdrian Cropley, ABCMelissa Dark, ABCYves DoucetNick Durutta, ABCChuck GoseLaura HardinMichelle JamesStephanie JohnsonJo Langham, ABCNatalie LowePaul Matalucci, ABCCyrus Mavalwala, ABCMary Ann McCauley, ABCDave MeyerKerby MeyersPeter Penny, ABCGail Pickard, ABCErika Ruiz Ramos, ABCJohn RobertsonCindy Schmieg, ABCAlexander TaratovSergei TrofimenkoJane Voisard, ABCErika WahJennifer Wah, ABC, MCClaire Watson, ABC, APRBrad Whitworth, ABCKathryn Yates



Category:Electronic and DigitalCommunication—Skillsaward level: Excellence● SMART U Social Media

TrainingSharon R. McIntoshPepsiCoPurchase, New York

award level: Merit● Intel GoMyBen Mobile

M. James, J. Moffett,M. Newgard, D. Kenedy,B. Wallace, G. Teague, J. Plumb,K. Wilbur, L. Worth

Intel Corp. and HB DesignRio Rancho, New Mexico

● Making It Click atontarioshores.caSusan Nakhle, Maureen

Patterson, Jennifer Bastarache,Krista Luxton

Ontario Shores Centre forMental Health Sciences

Whitby, Ontario

Category:Audiovisualaward level: Excellence● The Decision

Phoenix Group, SGIRegina, Saskatchewan

award level: Merit● Five Feet of Fabulous Video

Canadian PartnershipAgainst Cancer

AXS Biomedical Animation StudioToronto

● Get a Grip on Winter SafetySlips, Trips & Falls TeamSuncor Energy Inc.Fort McMurray, Alberta

● Operation RhinoSimon EdelmanResolute Consulting, Chicago

Zoological SocietyChicago

Category:Publicationsaward level: Excellence● TELUS 2010 Annual Report

Miriam Trottier andDianne Trach, ABC

TELUS Corp.Edmonton, Alberta

Category:Writingaward level: Excellence● Unplugged: Electric Vehicle

Realities vs. ExpectationsAndrea Lekushoff and

Bruce GeddesBroad Reach Communications,

Deloitte Touche Tohmatsu Ltd.Toronto

● We Are Here: The TransCanadaJourney 1998–2010Jennifer Wah, ABC, MC, and

Allan Jenkins (Forwords);Heather Opseth, ABC, andShela Shapiro (TransCanada)

TransCanada Corp. withForwords Communication Inc.

Calgary, Alberta; NorthVancouver, British Columbia;Copenhagen

award level: Merit● NLMA Members Reject

Government Contract OfferLynn Barter, ABCNewfoundland and Labrador

Medical AssociationSt. John’s, Newfoundland

Division 2 ● Communication Skills

All Gold Quill Award winners areconsidered for the IABC ResearchFoundation’s Jake WittmerResearch Award and for theBusiness Issue Award.

The Jake Wittmer Research Awardrecognizes outstanding researchcommissioned or developed by anorganizational communicator toeffectively develop a successfulcommunication program or proj-ect. This year’s Jake WittmerResearch Award went to:

● Remember Memorex? It’s Backand Streaming Live!Padilla Speer Beardsley,

Memorex

In the 1970s and ’80s, Memorexcassette tapes and compact discsdominated the marketplace. Astechnology grew at lightningspeed, cassette tapes werereplaced with other advances inaudio, and the compact disc mar-ket became more competitive. Thecompany turned its attention tothe electronics market, selling iPodsound systems, gaming accessoriesand digital storage devices.

Without advertising to supportthese products, though, sales andawareness were low. Enter PadillaSpeer Beardsley, with a research-based, results-driven communica-tion strategy to boost sales.

The agency conducted extensiveprimary and secondary research toanalyze its primary target audi-ence, the “modern mom.”Positioning Memorex as Mom’schampion, the strategy ties thebrand to popular family activities

special awards

2012 sponsortowers watson

IABC could not orchestratethis world-class awards program

without the generous supportof friends like our Platinum Gold

Quill Awards sponsor, TowersWatson. Thanks to Towers

Watson for all it does for thisprogram, for IABC and for the

communication profession.

Towers Watson is a leadingglobal professional services

company that helps organiza-tions improve performance

through effective people, riskand financial management. With

14,000 associates around theworld, it offers solutions in the

areas of employee benefits, tal-ent management, rewards, and

risk and capital management.


like using Facebook, watchingtelevision, listening to musicand dancing. Padilla identified astrong connection between tar-get audience groups and fans ofthe hit U.S. children’s TV seriesYo Gabba Gabba, and created anentertainment-driven campaignwith broad appeal.

Modern Mom and her familywere engaged through a Face-book video contest and a virtualbirthday party featured live onUstream.com with Yo GabbaGabba. The agency conductedthree phases of online media out-reach to bloggers and journalists,and engaged family bloggers asbrand ambassadors.

Output-based objectives gen-erated more than 65 millionimpressions on blogs and otheronline media, the virtual birthdayparty was viewed from 5,250computers, and the number of

fans of Memorex’s Facebookpage increased by 48 percent.Outcome-based objectivesshowed that key product salesmore than doubled over thecourse of the campaign.

The Business Issue Award recog-nizes an entry that exemplifiesthe most outstanding work andstrategic involvement on a criti-cal, current business issue thatposes a significant threat to theeconomic well-being and/or con-tinued viability of the entrant’sorganization. The entry mustpresent a clear, effective andinnovative resolution with mea-surable results and serve as amodel for other communicationprojects focusing on this specificbusiness issue. The 2012 BusinessIssue Award went to:

● City of KelownaCommunications Auditand DepartmentalOrganizational ReviewGlenna Cross, ABC, MC, and

Elaine Dixson, ABC, APR, MCCross Wise Communications

and Key Concepts

In 2008, the city of Kelowna,British Columbia, restructured itsadministrative function, includingthe community and media rela-tions (CMR) department. A newdirector position was created toclarify roles and responsibilities,centralize staff reporting andcommunication services, and pro-vide better strategic communica-tion support. Two years later thecity manager announced a goal ofbeing recognized as the best mid-sized city in Canada. To achievethis vision would require a strongcommunication function sup-ported by excellent strategy andimplementation.

Yet some communicatorscontinued to serve their clientdepartments according to the olddecentralized model, while otherimportant business units, includ-ing human resources and strate-gic services, were left virtuallyunsupported. Research amongresidents in 2008 revealed thatjust 27 percent felt the city com-municated effectively, and only23 percent felt the informationthey received was timely. Underthese circumstances, it was clearthat the communication depart-ment, processes, tools and tacticsneeded to be reviewed.

Cross Wise Communicationsand Key Concepts were hired toconduct a communication auditand provide recommendationsthat would result in an effectiveorganizational structure, clarifythe role of the communicationfunction, improve the nature ofclient requests for work thatwould provide strategic business

value, recommend communica-tion services and policies, andsupport the team to increasecapacity.

Using complementary qualita-tive research methodologies, theaudit found that the 2008 reorga-nization had aligned CMR withelements of the IABC ExcellenceModel. The leadership saw com-munication as a core businessprocess, and clients were seeingthe benefits of a more strategicapproach. Media coverage wasseen as more accurate, and therewas general agreement that CMRwas under-resourced.

On the downside, however,the reorganization had opened afloodgate of demand for commu-nication services. There was animbalance between the “have”and the “have-not” clients, creat-ing conflict among leaders.Employee communication waspoorly understood and under-served. Research practices wereinsufficient to meet planningneeds. The director had littlesupervisory or backup supportand relatively junior staff. Theworkload was unsustainable.Cross Wise Communications andKey Concepts provided 23 recom-mendations to address thesegaps, of which 16 have alreadybeen implemented in whole orin part. The director continuesto use the audit report to guidedecisions and planning for herteam, and she is slowly buildinga department that is strategic,agile and flexible.



Category:Publication Designaward level: Merit● Gautrain History Book:

From Dreams to RealityBarbara JensenGautrain Management AgencyJohannesburg

● Great Minds Think Differently:President’s Report 2011Christa SteevesMemorial University

of NewfoundlandSt. John’s, Newfoundland

● Newell Rubbermaid Codeof Conduct and Ethics

Robyn Farmer, Lindsay Wilson,Jay Thomas, Elizabeth Lewis,Beth Sutton, Brian Christian,Diane Walters

Newell Rubbermaid, The NetworkNorcross, Georgia

● We Are Here: The TransCanadaJourney 1998–2010Brandon Brind, Matt Warburton,

Jennifer Wah, ABC, MC, withHeather Opseth, ABC, andShela Shapiro

ImageStudio, ForwordsCommunication, TransCanada

Bowen Island, Vancouver andNorth Vancouver, BritishColumbia; Calgary, Alberta

Category:Other Graphic Designaward level: Excellence● “Experience the Spirit

of Union College” ExhibitJanet DenisonVision ExhibitsLincoln, Nebraska

award level: Merit● Get a Grip on Winter Safety

Slips, Trips & Falls TeamSuncor Energy Inc.Fort McMurray, Alberta

● Teamster-UPS IncreasingContributions Self-MailerTeamster-UPSPrudential Retirement,

Teamster-UPS National 401(k)Tax Deferred Savings Plan

Atlanta

Category:Interactive Media Designaward level: Merit● T.Y. Lin International Group

WebsiteMaribel Castillo, Pauline Lee,

Pam Ching; Caroline Gouin,Kenn Fine, David Handlong,Josh Kelly, Mark Hoffmann

Division 3 ● Communication Creative

● the best of the bestAre You Ready? Vancity Launches a New IntranetEntrant: Jane NunnikhovenThis entry shows that research up front can assist in designingtactics that hit the mark with your audience. This is a well-researched, well-executed and well-measured campaign that

delivered solid resultsfor the organization.The tactics were sim-ple but excellentlydone. The launchvideo featured staff ina simple and engag-ing message thatclearly identified thebenefits of the newintranet. The give-away of a set ofheadphones to eachemployee was anexpensive tactic,but one based onsolid research thatdrove behaviorchange: Researchundertaken priorto the launch

revealed that one key reason employees werenot watching online videos was the lack of speakers or head-phones at their desks. The launch team provided headphonesas a launch gift that had a real purpose and that helped todrive the desired behavior. It goes to show that when properlytargeted, a giveaway can be a very valuable part of a program,and not just the usual branded coffee mug/mousepad/T-shirt.

—Michelle James and Melissa Dark, ABC


● the best of the bestA Farewell to FeatherwagonsEntrants: Beckie Jas, Brandon Koepke, Anna Larson, ABC, Halton RegionPicture Book Committee, Creative ServicesIt doesn’t take a big budget to communicate with excellence. Knowingyour audience and targeting them will bring the desired results. Thiscreative, interactive and engaging campaign reached children 4 to8 years old and their parents to begin the education process about airquality. It is a story told by owls in engaging, easily understood lan-guage. Marketing of the book was smart and cost-effective.

—Mary Ann McCauley, ABC, and Stephanie Johnson

BRA

ND

ON

KO

EPKE

T.Y. Lin International;FINE Design Group

San Francisco

Category:Photographyaward level: Merit● The White Cashmere

Collection 2011: Fashionwith CompassionDeborah WeinsteinStrategic Objectives,

Kruger ProductsToronto

Category:Advertising(Conventional Media)award level: Excellence● The Decision

Phoenix Group, SGIRegina, Saskatchewan

Student DivisionCategory:Social Media/Technology● The Social Strategist Project

John D. TrybusGeorgetown University’s

Center for Social ImpactCommunication

Washington, D.C.



The Sharon Berzok Student Award is the mostprestigious student award given by the IABCResearch Foundation. All student entries areconsidered for this award, which is judged onoverall excellence and creativity. The winnerreceives US$500 for education or professionaldevelopment. Sharon Berzok was a communi-cation consultant who served IABC on severalcommittees and as a chapter president andboard member. Berzok’s family, colleaguesand friends established this award inher name to recognize talent in youngprofessionals.

This year’s Sharon Berzok Student Awardwent to:

● The Social Strategist ProjectJohn D. TrybusGeorgetown University

As a student researcher at Georgetown Univer-sity’s Center for Social Impact Communication(CSIC), John Trybus began to explore the idea ofwhat makes a “social strategist.” His plan was totest the hypothesis that not every communica-tion professional is a social strategist; instead, asocial strategist is a member of an elite group ofindustry influencers—those who use, accordingto Trybus, “the power of communication inunique and innovative ways to help solve someof society’s biggest challenges.”

Trybus’s overall goal was to raise awarenessof the “social strategy” idea and hypothesisamong PR/communication students and profes-sionals, as well as social strategists. Wanting toexplore the motives and communication skillsbehind effective social movements, he began hisproject in December 2011 by interviewing cause-based communicators and presenting thoseinterviews via a weekly podcast and blog series.By February 2012, he had profiled 16 differentsocial strategists, logging approximately 100hours on the project and planning an additional15 profiles. Interviewees included Jane Goodall,renowned anthropologist and founder of the

Jane Goodall Institute; AnnieGriffiths, National Geographic Society photogra-pher and executive director of Ripple EffectImages; and Jason Cone, communication directorfor Doctors Without Borders.

Trybus promoted his project through theuniversity’s social media network of Facebook,Twitter and e-newsletters. The results includedrecognition by key influencers. Several of thoseprofiled in turn shared the interviews with theirown Facebook and Twitter followers, and oneinterview even resulted in a partnership betweenCSIC and the subject’s company.

Student response was overwhelmingly posi-tive. The first podcast had the highest levelof engagement in the history of CSIC’s onlinecontent, project page views increased eachmonth, and the number of CSIC Facebook pagefans increased by 10 percent.

The project has sparked a conversation amongtargeted audiences while also helping to positionits sponsor, CSIC, as an educational thoughtleader in cause-based communication. Ultimately,Trybus plans to profile 30 to 40 social strategistsbefore moving to phase two of the project, whichwill include additional research and quantitativedata analysis to determine best practices, withthe goal of contributing to the advancement ofthe communication profession.

student award

2012 gold quill awardcategory coordinators

Special thanks to ourcategory coordinators, who

organized the first-tier judgingof the Gold Quill Award entries

and managed more than 250judges around the globe.

The awards program wouldnot be possible without their

leadership and dedication.

Linda Andross, ABCCynthia Baker, ABC

Lynn Barter, ABCJohn Burgess, ABCJay Coleman, ABC

Brad CopeYves Doucet

Elizabeth DuWaldtJo-Ann Fraser, ABC

Eileen Gaughan, ABCJuan Andrés Rincón González

Neil GriffithsSusan M. Johnston, ABC

Ann Krzmarzick, ABCKirsten Lambert

Jill Feldon LaNouette, ABCLinda Lee, ABC, MC

Mary Lewis, ABCPaul Matalucci, ABC

Bish Mukherjee, ABCJames Nesbitt, ABC

Cindy Orlandi, ABC, APRBarb Sanford

Peggy SchoenTracey Sen

Yvonne Callaway SmithBill Spaniel, ABC

Sergei TrofimenkoDyna Vink

Claire Watson, ABC, APR

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