PPB February 2021

Not-For-Profit Programs Silver Winner Distributor: OMG Branding Solutions Type Of Client: Nonprofit Target Audience : The client’s newly-diagnosed patients, about 300-400 people each year Primary Objective: The primary objective of the binder is to provide the cancer patients an easy-to-use tool for storing and compiling vital information through every stage of their cancer journey; as well as products that relieve stress and provide comfort in the days ahead. The foundation branded the items in the binders to make patients aware of the resources and support they provide. Total Cost: $7,841.92 Strategy And Execution: The foundation’s brand colors were incorporated into the items by product color, design or imprinted logos. The products consist of a binder to write notes, questions or concerns patients may have between appointments, a pen, a bookmark to keep their place when reading treatment booklets, a medical journal to keep important information such as medications, surgical history, physician information and such, a daily journal to help them express their feelings, organic lip balm and a totebag to carry all the items. Some of the products were printed with web addresses and other educational information. Results: Approximately 350 patients are using the Survival Resource Binder and many of the patients’ physicians have said they wished all of their patients kept copies of reports, scans, etc. this organized. Political/Legislative Programs Silver Winner Distributor: Indoff Type Of Client: Nonprofit community organization Target Audience : Directly, 3,700 households in the Kingfield neighborhood in Minneapolis—a 10-by-10 block area; indirectly, any eligible voter in Minnesota who saw the poster. Primary Objective: To increase in-person voter turnout for all three elections in 2020 and promote the Minnesota state primary in August, which typically has a lower turnout. Secondly, the promotion aimed to get voting neighbors to stop by a polling party tent on the park grounds to engage. Total Cost: $326.94 Strategy And Execution: Kingfield had previously established a tradition of hosting outdoor polling parties for November elections on the MLK Park grounds to greet its neighbors with free coffee, tea and treats—and engage with them one- on-one, which gives KFNA valuable insights. They had also developed a reusable yard sign campaign to increase turnout for the city election. KFNA was able to pull thematic elements from that extremely popular campaign: labeling the borders of Kingfield to clearly inform the audience; creating identity of We Are Kingfield and what we do in droves is vote. It also reminded people of the community park—which at times, is underutilized. KFNA wanted a sustainable, reusable product—a laminated poster was chosen depicting all three 2020 election dates at MLK Park. Volunteers were recruited to place the posters in key areas based on specific placement strategies. Results: Almost 3,000 Kingfielders came to the park on March 3 to vote and many stopped at a polling party tent. The two voting precincts of Kingfield each ended up with a 60.3-percent-turnout rate of registered voters, which is more than double the typical national average of 28.5 percent for presidential primaries. FEATURE | Pyramid Awards: Client Programs 28 | FEBRUARY 2021 |