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March 30, 2009
CableFAXIES Awards—Corporate Social Responsibility/Green Campaign: Big Ten Network for Big Ten Network Iowa Flood Relief Fundraiser
Big Ten Network wasted no time in responding to the devastating flood in Iowa last June with this high-scoring campaign. The network succeeded in raising awareness among all 11 Big Ten institutions and increasing donations to the University of Iowa Flood Fund to the tune of a stunning $91,299 via the Web site it set up for the cause. On June 22, the network ran 24 hours of continuous Iowa-themed programming, frequently intercut with a PSA featuring the network’s Mike Hall directing viewers to a Web site where they could donate. The network publicized its commitment to matching the first $25,000 of donations. A screen crawl updated viewers on the status of the University’s campus and provided information on how they could help. Big Ten executives also created a Web banner for its home page promoting the matching incentive program and taking viewers directly to the microsite. It also produced two PSAs, one featuring the University of Iowa’s athletic director Gary Bartha and the other with head softball coach Gayle Blevins calling viewers to action.
High Score:
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Big Ten Network accumulated 189 contributions totaling $50,380 through its micro Web site.
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As a result of the campaign, The Florida Citrus Bowl donated $15,000 to the University of Iowa Flood Relief Fund.
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The network donated 25% of proceeds from its Big Ten Network online store from June 22-July 30.
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Honorable Mentions:
A&E Network for The Recovery Project: Taking a cue from its Emmy-nominated series Intervention, A&E partnered with treatment, research, prevention and advocacy organizations to host The Recovery Rally on the Brooklyn Bridge. The event attracted 5,000 people and celebs, including Whoopi Goldberg, and kicked off its now ongoing outreach campaign The Recovery Project.
Outdoor Channel for Get Out and Vote PSAs: With a small budget but a bevy of knowledge about the voting patterns of outdoors types based on research, Outdoor Channel created 30-second PSAs featuring its prominent on-camera talent.
The Sportsman Channel for Hunt. Fish. Feed: Few Cable Show ’08 attendees could forget cable’s good work in New Orleans. One effort was the venison lunch TSC served to more than 200 homeless people. It also enlisted widespread cable support and kicked off a TSC "tour" to seven additional cities with high homeless populations.
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