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Winner: Aetna – Aetna Annual Report – “Creating Value, Shaping the Future” Seeking to provide an engaging context for its annual report, Aetna released its first-ever online summary in spring 2010. As part of an initiative… Continued

Winner: Association of American Railroads/Ogilvy Public Relations Worldwide – Freight Rail Works Dirty. Inefficient. Old. These were some of the words congressional influencers were using to describe freight rail before Ogilvy PR and AAR launched an… Continued

Winner: The Coca-Cola Co. – Expedition 206: 365 Days, 206 Countries, 1 Mission Building upon the digital activity already buzzing about the brand, Coca-Cola launched Expedition 206 to connect more closely with a young audience—and give… Continued

These three initiatives have set high benchmarks for originality and execution, and will likely be referred to for years to come. We honor them as inductees in our Hall of Fame. Southwest Airlines Nuts About… Continued

Winner: Kimberly Clark/Marina Maher Communications Inc. – Poise and Whoopi Goldberg Destigmatize Taboo Health Condition Marina Maher was charged to engage the public in a highly private issue—to improve general awareness of Poise, a product specifically… Continued

Winner: Novartis AG/Ruder Finn – Restoring Confidence and Driving Reputation in an Economic Crisis Big Pharma’s resiliency has been tested during the global downturn. In response, Novartis wanted to break from the struggling pack and reassure… Continued

The finalists of PR News’ Nonprofit PR Awards have set benchmarks for creativity, passion and commitment. PR News will honor their work at a luncheon event in Washington, D.C., on Nov. 3.

Miller Meiers H&R Block Get It Right Social Community H&R’s strategic goals for a social media platform included becoming a live conduit for sharing ideas and advice and establishing itself as a friendly, reassuring source… Continued

Winner: First Degree, on behalf of WomenHeart Cheerios Circle of Helping Hearts Tour Leveraging its status as cholesterol-reducing breakfast champion, Cheerios partnered with First Degree and heart health-focused charity WomenHealth to provide cholesterol screenings to minority… Continued

For smaller businesses and nonprofits, community access television can be an attractive alternative outreach platform.