Last week, I had the honor of attending the 2010 North American SABRE Awards in New York City on behalf of DeVries. The awards– highly anticipated each year in the PR community – are known as the world’s largest awards competition for the industry, celebrating campaigns that demonstrate the highest levels of creativity, integrity and effectiveness.
As a PR professional there is nothing more exciting than seeing the work that you poured your heart into for the last year being recognized. I am thrilled to announce that DeVries was the recipient of the Gold SABRE Award in the Cause Related Marketing category for the Downy Touch of Comfort program!
The Fabric Care team here at DeVries has spent the last two years working in partnership with Quilts for Kids and has brought comfort to hospitalized children by delivering more than 20,000 handmade quilts to Children’s Miracle Network hospitals across the country. DeVries was up against several other prestigious agencies and brands in the category. However The Holmes Group recognized our passion and dedication, as well as strategic leadership, in developing a concept and turning into comfort for tens of thousands of children.
The program, which was announced by spokesperson Chandra Wilson of Grey’s Anatomy during the People’s Choice Awards in January 2009, has achieved the following milestones to date:
· More than 15,000 Quilt Kits Ordered
· Over 20,000 Quilts Delivered to Children
· Increased Quilts for Kids volunteers by 2,340%
· Over 727,000,000 media impressions to date
· Issued a 2010 “Do Good Award” by Ladies Home Journal
· Honorable Mention for the PR Week Cause Related Campaign of the Year 2011 and for the PR NewsAwards in the Cause Branding category
For more information about the program, please visit the Downy Facebook page or Downy.com.
Jillian Kwolek is a Vice President on the Fabric Care Team at DeVries.
