PlowShare's Distribution and Creative Teams helped the US EPA successfully launch their SmartWay brand of environmentally certified vehicles.
American Academy of Orthopedic Surgeons
Americans who have to rely on orthotic or prosthetic devices are handicapped by outdated health care legislation. The American Orthotic and Prosthetic Association asked PlowShare to develop an advocacy campaign urging Congress to pass legislation that would have insurance carriers cover modern orthotic and prosthetic devices. The campaign targeted the Washington, D.C. area.
American Academy of Pediatrics
American Lung Association
PlowShare’s first public service campaign with the American Lung Association is helping to bring urgent awareness of the fourth leading cause of death in America, but one that is virtually unknown. COPD or Chronic Obstructive Pulmonary Disease is a disease that blocks airflow to the lungs. A telltale sign of COPD is a chronic cough. Thus our creative invites listeners to take the “National Cough Test” to learn the symptoms of COPD and to take action.
Since the COPD campaign we have gone on to launch PSA distribution and media outreach programs on behalf of the American Lung Association’s new national branding effort -- the re-launch of the historic Christmas Seals program and a smoking cessation campaign.
American Public Transportation Association
The American Public Transportation Association created a contest among colleges throughout the country to develop a PSA campaign that would encourage young people to conserve water and energy. Once the winner was selected, PlowShare was chosen to professionally execute a humorous campaign featuring the crazy things some young people do to save water and energy; like shaving in the dark and not showering for weeks. In the end, we learn the easiest way to help the environment is to take public transportation.
American Red Cross
PlowShare was founded with work from the American Red Cross. The agency, dedicated to marketing communications for nonprofits, has created and distributed public service advertising and social issue communications campaigns during each of the past sixteen years on behalf of the Red Cross. Public service advertising has demonstrated its ability to deliver timely information about the Red Cross' vital life-giving services and how all Americans can get more involved in this important work. In total, public service campaigns distributed by PlowShare for the American Red Cross have generated over $561,000,000 in donated media time and space.
The tsunami hits, and the world is in shock. CARE's disaster relief efforts are put into high gear and PlowShare is called to generate media support of a multimedia PSA campaign. TV, radio and print PSAs are developed by CARE's in-house creative department and distributed and promoted to the media by PlowShare. PlowShare secured more than $8 million in donated media time and space within two and a half months. The vast majority of those placements were in high visibility TV markets and in above average day parts. In addition to episodic disaster relief PSA programs, PlowShare continues to work with CARE in the PSA distribution and marketing of its branding campaigns.
Campaign for Disability Employment
The Campaign for Disability Employment is funded by the U.S. Department of Labor’s Office of Disability Employment Policy (ODEP) in partnership with several leading disability and business organizations. Our work for Campaign for Disability Employment was distributed in May of 2010 and tracked for 12 months. It was provided to the media in both hard copy and electronic format to TV, Cable, Newspaper, Magazine and Radio stations nationally to both English and Spanish media. The campaigns messaging is to encourage the employment of people with disabilities. This campaign was very successful, generating 16 million in donated media.
Centers for Disease Control and Prevention
As the lead agency in a multi-partner team, PlowShare is working with the Office on Smoking and Health/Centers for Disease Control and Prevention on research, development and implementation of a tobacco counter marketing campaign. The campaign seeks to educate and inform about the inherent risks associated with primary and/or secondary exposure to tobacco smoke. The campaign includes broad based media components as well as highly targeted outreach tactics.
Centers for Medicare & Medicaid Services
Crohn's and Colitis Foundation of America
Conservation Lands Foundation
Plowshare’s initial challenge was to develop an ad that would create awareness of the Conservation Lands Foundation and its goal to help protect historical lands. Learning that many of the lands were within a day's drive of the target communities it was clear that nature's beauty was just in the backyard. The creative strategy sought to add an element to the image that would communicate the nearness of these lands. In this case, arms holding a window with various Conservation Lands' sites inside the pane. The Foundation is confident this strategy will entice readers to stop and take a moment to learn how they can help protect these lands, near and far, for generations.
Standards International Educational Travel
The Council for Standards International Educational Travel (CSIET) was looking for a new audience to host foreign students. PlowShare developed a humorous radio campaign that spoke to empty nesters and grandparents - noting that as experienced parents, they would make the perfect hosts for foreign students. This PSA campaign produced a huge spike in web site inquiries.
Federal Student Aid
Federal Student Aid, an office of the U.S. Department of Education, has over $100 billion available to help students like you pay for college. PSA were distributed in January of 2010 and was tracked for 12 months. It was provided to the media in both hard copy and electronic format to TV, Cable, Out of Home, and Radio stations nationally to both English and Spanish media. The campaigns messaging is to alert students of the various forms of government student aid available for those continuing their education.
Porter Novelli enlisted the help of personal finance expert Suze Orman in the FDIC’s campaign to reassure Americans that their money is completely safe in an FDIC-insured bank. PlowShare has been responsible for the distribution, promotion and monitoring of this campaign, achieving placement in Cosmopolitan, Inc., Fast Company, and much more. To date, the campaign has garnered approximately $20 million in donated media.
PlowShare is the lead agency for the HHS’s Office on Women’s Health Make The Call campaign. The campaign targets women and seeks to educate them on the signs and symptoms of a heart attack, and the importance of calling 9-1-1. Heart Disease is the number one killer of women and early recognition and subsequent action -- calling emergency medical responders -- significantly improves survival rates. In addition to the campaign development, PlowShare developed the media outreach and PSA distribution strategies and tactics.
Make-A-Wish Foundation joined our roster in 2005, giving Plowshare the opportunity to promote a recently fulfilled and very timely wish (captured as a TV and radio PSA). A young boy, Matthew had never experienced playing in snow. What many of us take for granted gives immense joy to this little boy and his family. Thanks to Make-A-Wish, Matthew is transformed for a day from “a kid who is sick” to “just a kid”. Matthew is one of more than 132,000 children since 1980 that have had their wishes fulfilled by a grassroots network of more than 25,000 volunteers from Make-A-Wish chapters throughout the country.
March of Dimes
PlowShare has helped the March of Dimes with its PSA distribution and the marketing of its campaigns to the media for several years. The results of these efforts have surpassed client expectations and goals initially established for the advertising campaign. In particular, we exceeded the total number of stations running the March of Dimes PSAs by over 22%. More than two-thirds of all broadcast TV stations in the country have run the PSAs and more stations are coming on board each week.
PlowShare has worked with the IRS on four product specific PSA campaigns; “IRIS,” “Stimulus Payment,” “EFile/FreeFile,” and “Earned Income Tax Credit.” Each campaign sought to increase American’s awareness of current IRS programs and policies that exist for their benefit. Combined, the PSAs have aired more than 100,000 times in the country’s top markets. Furthermore, the campaigns have received a disproportionate amount of media coverage in early fringe, prime and late fringe day parts.
National 4-H Council
Because of a serious shortage of American scientists and engineers in the world job market, National 4-H, one of the largest youth organizations in the country, stepped up to grow the next generation of scientists and engineers.. PlowShare was tasked with announcing the new 4-H initiative without abandoning their core agrarian heritage. We accomplished this through TV and Print and set a goal of a million new 4-H participants; our theme is: One Million New Scientists, One Million New Ideas.
National Credit Union Administration
PlowShare has been tasked with generating significant media time and space for the National Credit Union Associations PSA campaign. TV, radio, print and place based media are our focus. The campaign seeks to educate Americans (primarily those living in rural areas) about the safety of credit unions and that deposits are insured by NCUA.
PlowShare secured pro bono placement for more than 3,000 National Guard billboards. Various out-of-home companies graciously donated space for National Guard’s billboards urging America to “Go Guard.” The distributions continue to be successful.
The Nature Conservancy
PlowShare has been working for four years to generate significant amounts of media coverage and exposure for The Nature Conservancy. Our packaging, media outreach and media marketing services have made a significant difference for this client; garnering tens of millions of dollars in donated PSA media time and space, and helping to define the organization as the nation’s leading habitat preservation organization and a leader in environmental stewardship.
New York State Department of Transportation
PlowShare was enlisted to help the New York State Department of Transportation introduce a new hotline - “511NY.” The 511NY hotline and its corresponding website provides commuters with extensive traffic, travel & transit information. The campaign was particularly effective and raised the level of awareness of the 511 service by 18%. Of those aware of the 511 service 43% had used the service 2+ times in the prior three months.
We were also enlisted to leverage significant media ROI for the New York City Department of Transportation’s Pedestrian Safety and Anti-DWI campaigns. Our media outreach strategies target both broadcast and place-based media. These programs include a blend of paid and PSA placements.
Recreational Boating and Fishing Foundation
PlowShare is helping the Recreational Boating and Fishing Foundation (RBFF) secure donated media time and space, as well as more effectively leverage portions of its paid advertising. To ensure the most efficient use of resources, we are working with our media contacts and RBFF to identify those markets and media outlets that target the boater and fisherman.
Senior Citizen's League
The Senior Citizens League provides seniors with information on how to maximize their Medicare, Medicaid, and Social Security benefits and lobbying Congress on their behalf. they have distributed three campaigns with PSG since February of 2009. These campaigns are market specific and our sent to Broadcast TV PSA user stations only. All the campaigns messages are meant to remind the population at large that our American Seniors require Social Security assistance, medical benefits and financial assistance.
SOS Children's Villages
SOS Children’s Villages is on the front lines of the effort to keep children at risk safe. PSG distributed the most recent campaign electronically in April of 2010, nationally to approximately 1200 Broadcast TV outlets to the PSA featured Jordan Sparks and was meant inform viewers that there are an estimated 140 million orphans in the world. Most of these children are forced to face each day alone and end up begging on the streets…or worse, they become child soldiers or child slaves. The views were directed to the SOS website to find out how they could help.
The Presidentís Council on Fitness, Sports & Nutrition
US Department of Homeland Security
US Department of Homeland Security: FEMA
For FEMA’s radio campaign warning Americans of the dangers of floods, PlowShare executed a state-specific distribution, targeting the campaign to areas of the country with the highest flood risks. The distribution was highly successful, gathering over 80,000 airings in the first 6 months. To date, the campaign has received more than $7 million in donated media.
US Department of Labor
The Department of Labor in conjunction with of US Wage and Hour Division launched a National Radio Campaign in English and Spanish to radio stations in July of 2010. These PSAs featured various Celebrity spokespeople to inform listeners of US Labor Laws. After the success of this Campaign a TV PSA was launched in Movie Theaters across the country for a 4 week time period.
PlowShare has a longstanding relationship with the U.S. EPA. SmartWay is a voluntary program that provides shippers and trucking companies with practical strategies and best practices for their fleets that will increase fuel efficiency and decrease emissions. The air gets cleaner and trucking companies save money. PlowShare developed this direct-to-trade public service advertising program that has broken a number of barriers within the shipping industry. Radon awareness has been one of PlowShare’s oldest clients - and one of the toughest to work on. PlowShare has been very successful in getting people to call the Radon hotline to find out how they can get their home tested. We even won an Emmy for our work. But this year we took an entirely different approach. Instead of testing for Radon: The killer gas, we made Radon testing a part of Going Green. IThis new approach has so far generated over 21 million dollars in donated media.
US Fish and Wildlife Service
Carelessness with cigarettes is the leading cause of house fires. PlowShare created a series of humorous Radio commercials reminding smokers to put it out, all the way, every time. The campaign has generated over $11 million in donated media. When National Wildlife Refuge asked PlowShare to help get more kids into the Refuges, we focused on what was keeping them out. PlowShare created a Public Service campaign urging parents to get some nature into their kids. The campaign has generated over $23 million in donated media to date.
With the US Marines releasing materials in both summer and winter, PlowShare has been busy compiling distribution lists and tracking the results. The Marines’ campaign has been highly successful, receiving approximately 150,000 airings and placements valued at roughly $60 million in donated media.
US Veteransí Association
The U.S. Veterans’ Association developed a campaign encouraging Veterans to call the national Suicide Hotline in the midst of emotional crisis. PlowShare was charged with distribution, promotion and monitoring of these important campaign materials and we did so successfully; generating nearly $4 million in donated media. In addition, the suicide hotline saw a marked increase in activity following the launch of the campaign.
Volunteers of America
People who most need social aid are the hardest to feature in a communications campaign. Negative campaigns that may reflect harsh realities are often least used by the media. This was potentially the case with PlowShare client Volunteers of America. VOA had a long-standing reputation for taking on the most difficult cases - people living difficult lives. We reflected that reality by incorporating cut and severed photography into the public service advertising, which metaphorically represented the breaking up of their lives. The images portrayed the spirit underneath the dirt and destitution.
The Wilderness Society
PlowShare is helping the Wilderness Society develop key messaging that will challenge and inspire its members to consider planned giving as a way to leave a legacy for future generations. The messaging will be executed within its development group and will seek to distinguish TWS from other environmental organizations by creating a brand that ties the concept of a ‘planned giving donor’ to the organization.
World Wildlife Fund
The overarching goal of this long-term PlowShare client is to boost interest and membership in World Wildlife Fund (WWF). Tactically, the campaign uses TV, print, radio and out-of-home public service advertising to offer respondents a free action kit as a means of getting them actively involved in protecting the environment. Importantly, a majority of individuals who order the action kit by phone or email are likely to become WWF (dues-paying) members. The campaign has exceeded all expectations in terms of the amount of donated PSA inventory generated, as well as increased numbers of prospective WWF members.
Wounded Warrior Project
Over 34,000 members of our nation’s armed forces have been wounded in the Iraq and Afghani wars. Many of the physical wounds have healed but for some the journey does not end there. PlowShare was asked to build a marketing and advertising program for the Wounded Warrior Project to raise awareness and enlist the public’s aid for the needs of severely injured service members. Our creative focused on the fact that WWP responds to the needs of returning veterans in a manner that’s in sync with these veterans – emotionally, physically, financially and spiritually.
The goal of this campaign was to generate awareness and increase traffic to the healthywomen.org website.
PlowShare TV, radio, print, out of home and online spots aired over 87,723 times in 193 DMAs (Designated Market Areas).
In-person media outreach, affinity indexing, telemarketing and email solicitations generated significant amounts of media.
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