Winner

USA Network2012 USA Characters Unite
Characters Unite is USA Network’s public service campaign to address the social injustices and cultural divides still prevalent in our society. To meet the ’12 objectives, USA Network used engaging messages and leveraged all of its platforms. The campaign exceeded expectations by driving much greater awareness, highlighting timely civil and human rights issues and stressing the importance of respect and acceptance. The initiative generated more than 440mln media impressions with coverage in a wide range of outlets including “The Today Show,” “Morning Joe,” “Access Hollywood,” E!, AP, Sports Illustrated, New York Times, Variety and many more. The net was able to enlist President Obama to film a new introduction for “To Kill A Mockingbird” and Oscar winner Whoopi Goldberg to tape one for “The Color Purple.” This “star power” helped generate greater buzz and awareness for the airings of both films which delivered stellar ratings.
 
Honorable Mention

Discovery US Hispanic – Discovery Familia’s Escucha tu Corazon
During American Heart Month, Discovery Familia joined this important cause by launching the “Listen To Your Heart” campaign to raise awareness and educate Hispanic women about heart diseases, including their risk factors.

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Verizon Opens Wallet for C-Band

Verizon emerged as the big winner from the FCC ’s C-band auction, spending $45.45 billion for 3,511 licenses. It spent nearly twice as much as the next highest bidder, AT&T , which put up nearly $23.41

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