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14 Communication World • July–August 2008 www.iabc.com/cw

2008 Gold Quill

AwardsOutstanding original work, creativity and extraordinary performances

make these stars of communication shine

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www.iabc.com/cw Communication World • July–August 2008 15

category: Government Relationsaward level: Merit● Touro Infirmary FEMA

RegulationsDeveney CommunicationNew Orleans, Louisiana

category: Community Relationsaward level: Excellence● Smile, Reach, Speech

Stroke CampaignMegan T. McHenryMidMichigan HealthMidland, Michigan

award level: Merit● Globe BridgeCom Youth

Development ProgramJeffrey Ochoa TarayaoGlobe TelecomMandaluyong City, Philippines

category: Customer Relationsaward level: Merit● Stage 1 Conservation

CampaignCatherine BowieCalifornia American WaterMonterey, California

category: Media Relationsaward level: Excellence● Antarctica Marathon

Media RelationsMichael L. Walsh, ABCCapella UniversityMinneapolis, Minnesota

● Drive Away Hunger 2007Rosann Semchuk and Team FCCFarm Credit CanadaRegina, Saskatchewan

● Femme, Femme, FemmeDeveney CommunicationNew Orleans, Louisiana

● Ontario Science CentrePresents…TITANIC: The Artifact ExhibitionMartine LevyDDB Public RelationsToronto

● Search for the Happy Little VegemitesSamantha AllenPulse CommunicationsSydney, Australia

award level: Merit● ChildFund Sustained

Media Relations Jane DoddNetwork PRAuckland, New Zealand

● Gautrain Media RelationsBarbara JensenGautrain Johannesburg, South Africa

● Helping a Post-SecondaryInstitution Meet Its NeedsRaquel Maurier and Rayne KuntzNorth Alberta Institute of

TechnologyEdmonton, Alberta

● The Launch of Catelli Smart PastaDiana RobinsonDiana Robinson & AssociatesGuelph, Ontario

● World Hunger Relief WeekWeber Shandwick and

Yum! Brands Inc.Worldwide

Division 1 ● Communication Management

about the awardsThe IABC Gold Quill Awardsinternational competition is the highest level of professionalacknowledgment within busi-ness communication today. Formore than 35 years, this annualprogram has tested the work ofprofessional communicators—from strategists to tacticians—and recognizes the best of thebest. This year, IABC receivedmore than 1,040 entries from 30countries. Winners went throughtwo rigorous rounds of judgingby professional communicators,and the international panel ofjudges awarded 41 Excellenceawards, 73 Merit awards and two student awards.

We congratulate all of these winners for their outstandingachievements in the field ofbusiness communication. For more information about the2008 Gold Quill Awards, visitwww.iabc.com/awards/gq/.

shining starsThroughout this section you’llfind comments from our judgeson what made some of thisyear’s award winners “shiningstars.” For a list of the judges,please see page 19.

● shining starsAntarctica Marathon Media RelationsEntrant’s name: Michael L. Walsh, ABCWe loved this entry because it took what could have been a fairly simplistic sponsorship opportunity and turned it into something reallymeaningful for Capella University’s brand, students and prospective

students. Theentrant leveragedevery opportunityto make thissponsorship stand out, andachieved somegreat results withengaging storiesabout Capella’s

students and their shared affinity for healthy, active lifestyles.This entry demonstrated such a true understanding of the target

audience—the sponsorship opportunity was so clearly tied to who theyare as a brand, making the project’s results particularly effective. Capellaused their own students’ stories, presented through social media, toexpress the values and brand of the university. They engaged theirentire student community in this media relations project. [Learn moreabout Capella’s sponsorship of the Antarctica Marathon on page 42.]

The entrant really focused on making communication a dialogue.He really involved the audience in the story and went to greatlengths to do this in a timely way.

—Michelle Gurney, ABC, and Michaela Hayes

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2008 Gold Quill Awards

category: Multi-AudienceCommunicationaward level: Excellence● 2007 Cross-Company United

Missile Defense PlanJoy B. Sabol with Missile Defense

Communications IPTLockheed MartinWorldwide

● 2007 National Marrow Donor DriveTracy KurschnerWeber ShandwickBloomington, Minnesota

● Banff Refreshing: CDN$22.8 Million Renovation ProjectMichelle L. Gurney, ABCTown of BanffBanff, Alberta

● Boto Mo, iPatrol Mo (Patrol Your Votes)Ramon OsorioABS-CBN Broadcasting Corp.Quezon City, Philippines

● Get to Know Your MedicineNational Awareness CampaignSusan J. Corlette, Prudence

Phillips, Georgina Green, Lee McKerracher

National Prescribing Service Ltd.Sydney, Australia

● Malaria CommunicationsStrategyCommunications TeamCanadian Blood ServicesOttawa, Ontario

● River City HockeyWendy Heshka, ABC, and

Sharon Stevens, APR

Communication Solutions Inc.Kamloops, British Columbia

award level: Merit● Battle of the Hospital Chefs

Debra Lynn RossConsorta Inc.Schaumburg, Illinois

● Using Next-GenerationThinking to Attract Next-Generation TalentPractice Growth TeamPKF TexasHouston, Texas

category: MarketingCommunicationaward level: Merit● House of Refosk

Vita Kernel, Barbka PecarStudio KernelKoper, Slovenia

● “iSave Account” CampaignTap Communications Inc.Synergy Credit UnionSaskatoon, Saskatchewan

● Krajcar. Who Has Seen It?Vita KernelStudio KernelKoper, Slovenia

● Plan Your Oils Future: U.S. Soybean Growers Deliver Healthy Options to the Food IndustrySteve Poole, Lisa Kelly, Diana

Steeble, Adrienne Matthews,Brie Baltzell, Kauilani Ostrem,Stephanie Ries and RayanneZackery

SmithBucklin and PublicisConsultants | PR for UnitedSoybean Board

Seattle● “Super-Mortgage” Campaign

Tap Communications Inc.Synergy Credit UnionSaskatoon, Saskatchewan

award divisionsDivision 1: Communication

Management includes projects,programs and campaigns defined

by a communication strategy.Award winners have demon-

strated the full range of planningand management skills—

research, analysis, strategy, tactical implementation

and evaluation.

Division 2: Communication Skillsincludes communication

elements (publications, advertising, web sites, news-

letters, etc.) that showcase technical skills such as editing,

writing and design. Award winners have demonstrated

strategic alignment, outlined the creative process and shown

measurable results.

Division 3: CommunicationCreative includes elements

that showcase creative talent and design through an essentially

communicative function. Awardwinners have demonstrated

innovation, creativity, strategicalignment and effective graphic communication.

● shining stars2007 National Marrow Donor DriveEntrant’s name: Tracy KurschnerThis entry is our pick as a shining star because it employs a creativestrategy of using Mother’s Day as a theme to solicit bone marrowdonors. The execution is flawless. This is a fully integrated campaignlaunched in phases with customized materials for various ethnicgroups. It teaches us that great results are achievable even with littletime. All we need is to remain calm and use our professional skills.

—Annette Martell, ABC, MC, and Susan Chan, ABC



category: Issues Managementand Crisis Communicationaward level: Excellence● A National Dialogue

on Energy SecurityChris Bozman, APRShell Oil Co.Houston, Texas

award level: Merit● Habitat, oficinas de PepsiCo

en MexicoCaroll Phillips BenitezPepsiCoMexico

● Retailer Wins and Lottery IntegrityMike Randall and Paula Dyke, ABCAtlantic Lottery Corp.Moncton, New Brunswick

category: Employee/MemberCommunicationaward level: Excellence● Driving Sales Powerfully,

Nestlé AustraliaTamsyn Sandeman, Jessica

Ogilvie, Anthony LechnerImpact Employee Communi-

cations, Ogilvy PR AustraliaAustralia

● G100: Recognition ProgramRedesignElsa MercadoScotiabank MexicoMexico City

● Living Signals CampaignJanet NaglyDeloitte AustraliaSydney, Australia

● Simplicity RewardsCameron Batten and

Kelly LawrencePhilips and Manning,

Selvage & LeeNew York City; Atlanta

● The Deloitte Film FestivalDeloitte Film Festival TeamDeloitte LLPNew York City

● Way to Go! Way to Grow!Heather Prime, ABCBritish Columbia Automobile

AssociationBurnaby, British Columbia

about the judgingEntries are composed of twoparts: the work plan and the work sample. They are judged ontechnical excellence, creativityand innovation; effectiveness inidentifying and responding to anorganization’s or community’sneeds; the delivery of measurableoutcomes; and the overall successof the project.

Judges score the above criteria on a scale of 1 to 7, which gives a weighted calculation for the criteria depending on the divi-sion. During first-tier judging, allentries scoring 5.25 and higherare advanced to second-tier judg-ing. At the second tier, entries arejudged again by a different set of judges called the Blue RibbonPanel. The majority of Blue RibbonPanel judges have been recog-nized for excellence in businesscommunication; all of them meetas a group at IABC headquarters in San Francisco to select the winners. Any entry that scoresbetween 5.25 and 5.74 receives a Gold Quill Award of Merit.Entries scoring 5.75 and abovereceive a Gold Quill Award of Excellence.

● shining starsRiver City HockeyEntrants’ names: Wendy Heshka,ABC, and Sharon Stevens, APRSometimes a crisis truly is anopportunity. This entry is livingproof.

Two communicators wereengaged after the failed purchaseof a locally owned hockey team.The prospective owners—fourhockey players who used to playin that city—wanted to takeanother try at buying the team.Thanks to a comprehensive multimedia, issues-focused,strategically driven communica-tion program, their proposal wasoverwhelmingly accepted. Thiswas a flexible communicationproject that never gave up. Itteaches us to stay focused on theoutcome: It’s not what you do. It’s what gets changed because of what you did.

—Annette Martell, ABC, MC, and Susan Chan, ABC

● shining starsThe Deloitte Film Festival Entrant’s name: Deloitte Film Festival Team The presentation of this entry was stunning. The project addressedDeloitte’s need to attract and retain talent, many of whom are mem-bers of Generation Y. The company realized it needed to create anontraditional campaign to engage this audience. Building on theimmense popularity of user-generated content, the company putvideo cameras into the hands of creative employees, allowing themto make videos that answered the question, “What’s your Deloitte?”

To encourage participation, Deloitte distributed 350 digital cam-eras that were later donated to charity. The resulting videos were asfunny and thought-provoking as they were diverse, and the programwas a terrific success. Participation was very high: 2,001 employeefilmmakers submitted 372 videos. The company showed a clearunderstanding of what would speak to its target audience.

Deloitte stepped out of its comfort zone and away from its rep-utation as a “traditional” organization. This risk was rewarded withundeniable success. The festival organizers considered the biggestbarriers to entry, such as equipment and technical expertise, and pro-vided everything that a gutsy, fun-loving employee would need toturn a clever idea into a persuasive statement.

—Paul Matalucci and Laura Hardin




award level: Merit● Be the Best: Helping

Employees Promote ChampionColleen KozyChampion TechnologiesCalgary, Alberta

● Experience Mars: A World of PossibilitiesCheryl DeSantis with Melissa

Burke and Kara TeskeMars Inc. in partnership with

Aon ConsultingMcLean, Virginia

● Genentech’s gRide Adoption CampaignKate HelberBonfire Communications

for Genentech Inc.San Francisco

● Labor Communications:Creating a New Reality at a 100-Year-Old CompanyNavistar Communications

and Reputation Team NavistarWarrenville, Illinois

● PCL Bridge the Gap United Way CampaignDiana GralingPCL Constructors Inc.Edmonton, Alberta

● Preparing CWT Internally for External GreatnessMari LeeDevelopment Communication

SolutionsCenturion/Tshwane,

South Africa● Safety Goes Hollywood!

Cast CommunicationDisneyland ResortAnaheim, California

● Take Charge CampaignDave DeDonaUPSAtlanta

● Winning WorkplaceSloane WhelanRolls-Royce Engine

Services–Oakland Inc. with

LM Dulye & Co.Oakland, California;

Warwick, New York

category: Human Resources & Benefits Communicationaward level: Merit● 2008 Annual Enrollment:

It’s Time—Take ActionPatricia AguilarEdison InternationalRosemead, California

● Get in the Game: CreatingEmployee Engagement inRogers Wealth AccumulationProgramMercer TeamMercerToronto

● Idearc Media 2008 EnrollmentCampaignPartnerComm TeamPartnerComm Inc./Idearc MediaArlington, Texas

● Lincoln Financial FutureProgram: Paint Your FutureSusan Fazo and Craig BrownTowers Perrin and Lincoln

Financial GroupPhiladelphia, Pennsylvania

● One Goldcorp | Benefits,Retirement and SavingsChristine Brooks, APR, and the

Mercer Communication Team,with Gerry Atkinson and theGoldcorp Team

Mercer and Goldcorp Canada Ltd.Vancouver, British Columbia

sponsorshipIABC could not conduct thisworld-class awards program

without the generous support of friends like our Platinum Gold

Quill sponsor, Towers Perrin.Thanks to Towers Perrin for all they do for this program,

for IABC and for the communication profession.

Towers Perrin is a global professional services firm that helps organizations

improve performance througheffective people, risk and

financial management. The firmprovides innovative solutions in the areas of human capitalstrategy, program design and

management, and in the areas of risk and capital management,

reinsurance intermediary ser-vices and actuarial consulting.Towers Perrin has offices and

alliance partners in the UnitedStates, Canada, Europe, Asia,Latin America, South Africa,Australia and New Zealand.

More information is available at www.towersperrin.com.

● shining starsWay to Go! Way to Grow!Entrant’s name: Heather Prime, ABCThis entry is a model of best-practice communications that incorpo-rates elements of business data and inspirational growth goals; excel-lent use of internal resources and teamwork; and an abundance of creativity, innovation and fun. The entry took into account the com-munication skills of frontline managers, as well as the vehicle in whichthe primary audience wanted to receive information: visual, interactive,social and meaningful. It allowed employees to learn less-than-excitingcompany metrics and at the same time engaged them in discussingtheir role in the business’s growth.

The entry was creative in both approach and execution, and thegame featured strong, goal-driven content to deliver its messagewith great results. It teaches us that business can be fun and how to submit a winning Gold Quill entry.

—Connie Ernst, APR, and John Clemons, ABC



category: StrategicCommunication Processesaward level: Merit● Physician Recruitment

in a Time of CrisisKate Stebbings, ABCCommunication SolutionsKamloops, British Columbia

category: BrandCommunicationaward level: Merit● A Social Brand Transformation:

To Care for CommunitiesMari LeeDevelopment Communication

SolutionsCenturion/Tshwane,

South Africa● Ocean Leadership Brand

DevelopmentR. LaLonde, E. Turner, C. Borde,

R. Parks, D. TroustVanguard CommunicationsWashington, D.C.

category: Special Events—Internal or Externalaward level: Excellence● Consider the Possibilities

Jamie WarrenThe Forté Marketing GroupBirmingham, Alabama

award level: Merit● 2007 Annual Meeting

Rachel PearsonScottsdale Convention and

Visitors BureauScottsdale, Arizona

● 20th Anniversary as a State-Owned EnterpriseS. Carter, S. Huijink, S. Keough,

C. LeckieGroup Communications,

New Zealand Post GroupWellington, New Zealand

● Battle of the Hospital ChefsDebra Lynn RossConsorta Inc.Schaumburg, Illinois

● Femme, Femme, FemmeDeveney CommunicationNew Orleans, Louisiana

● First Water: Securing Supply,Celebrating Progress, GainingCommunity ConfidencePhillips GroupWestern Corridor Recycled

Water Pty Ltd.Brisbane, Australia

● Singapore Airlines: First to FlyLeela GantmanWeber Shandwick Sydney, Australia

● The Sixth Annual 24 Hours of BootyJennifer K. WalkerMy Team of Experts Inc.Charlotte, North Carolina

● Wolfmother Rocks First Live Streamed GigSamantha AllenPulse CommunicationsSydney, Australia

category: Economic, Social andEnvironmental Developmentaward level: Excellence● Don’t Be a Tosser: Bin Your

Butts. Sustainability VictoriaLelde McCoyThe Reputation GroupMelbourne, Australia

● Healthy U Family CampaignMartha JamiesonDDBEdmonton, Alberta

award level: Merit● Bridging the Digital Divide:

One Laptop per ChildJackie LustigRacepoint GroupWaltham, Massachusetts

● Smokers’ Helpline ReachingWorkers CampaignJane HallExtreme Group and Canadian

Cancer Society, Nova Scotia Halifax, Nova Scotia

● We Can HelpMary Ehlert, ABCArizona Department of Health

Bureau of Tobacco Educationand Prevention

Phoenix, Arizona

2008 gold quill blue ribbon panelSpecial thanks to Jeffrey Ory,ABC, APR, 2008 Gold Quill chair,and thank you to our 2008 BlueRibbon Panel, which conductedall final judging in San Francisco.

Brandon Brind, CanadaAlice Brink, ABC, APR, U.S.Tim Buckley, U.K.Patricia Cameron, ABC, U.S.Ezri Carlebach, U.K.Susan Chan, ABC, Hong KongJohn Clemons, ABC, APR, U.S.Melissa Dark, AustraliaConnie Ernst, APR, U.S.Mark Estes, ABC, U.S. Michelle Gurney, ABC, CanadaLaura Hardin, U.S.Suzanne Hartman, ABC, APR, U.S.Michaela Hayes, U.S.Maureen Healey, ABC, CanadaWendy Heshka, ABC, CanadaSean Hill, CanadaDeborah Hudson, SwitzerlandLori Joseph, ABC, U.S.Arnold Kishi, U.S. Linda Lee, ABC, MC, CanadaAnnette Martell, ABC, MC, CanadaPaul Matalucci, U.S.Paul Mlodzik, ABC, MC, CanadaIrene Monley, ABC, U.S.Jeffrey Ory, ABC, APR, U.S.Heather Prime, ABC, CanadaPragnya Ram, Ph.D., IndiaErika Ruiz Ramos, MexicoSuzanne Salvo, U.S.Barb Sanford, U.S.Mark Schumann, ABC, U.S.Scott Sherrin, U.S.Paulo Henrique Soares, BrazilSergei Trofimenko, RussiaJennifer Wah, ABC, CanadaClaire Watson, ABC, APR, CanadaMarcia White, ABC, U.S.Tracey Wimperly, ABC, Canada

● shining starsDon’t Be a Tosser: Bin Your Butts.Sustainability VictoriaEntrant’s name: Lelde McCoyWe chose this entry as a shiningstar because of the quality(depth and length) of the com-munication process, and the useof research to inform strategyand to modify and adjust tacticsthroughout the project. Theentrant used consultation tocraft messages and deliverystrategies that worked for theiraudiences. It teaches us that lis-tening and acting on what youhear is as (or more) importantthan all the great ideas andimaginative creations.

—Linda Lee, ABC, MC, andHeather Prime, ABC




category: Electronic andDigital CommunicationManagementaward level: Excellence● Define Yourself.ca: Women

Explore AgingCatharine FennellSWING Think Inc.Toronto

● Hallmark Journeys:Encouraging Words Along Life’s WayD. Parkes, E. Gaffen, L. Hawks,

N. Trembley, J. Gray, K. West Fleishman-Hillard and

Hallmark CardsKansas City, Missouri

● Rotman Web SiteKaren ChristensenRotman School of ManagementToronto

award level: Merit● @KO Worldwide Intranet,

The Coca-Cola CompanySagepath Inc.Atlanta

● The Deloitte Film FestivalDeloitte Film Festival TeamDeloitte LLPNew York City

Division 2 ● Communication Skills

category: Electronic andDigital Communication Skillsaward level: Excellence● Access Andrew Employee Blog

Linda Kingman, AnnemarieHelms, Jeff Beringer

Insidedge, The Dow Chemical Co.and GolinHarris

Chicago● Best Buy Employee News

Intranet SiteBarry J. Johnson/Best Buy

Employee News TeamBest Buy Co. Inc.Richfield, Minnesota

● CoreCast: A USGS PodcastOffice of CommunicationsU.S. Geological SurveyReston, Virginia

award level: Merit● Government of Saskatchewan

Online RenewalChris Shauf, ABCGovernment of SaskatchewanRegina, Saskatchewan

category: Audiovisualaward level: Excellence● The Need2Know Show

PepsiCo HR Communications and Extreme Meetings

PepsiCoPurchase, New York

award level: Merit● Suncor Oil Sands 40th

Anniversary DVDEmployee Communications TeamSuncor Energy, Oil Sands DivisionFort McMurray, Alberta

● U-TURN’s PodcastJulie FinlayUSAA Youth Media and

Toolbox StudiosUSAASan Antonio, Texas

category: Publicationsaward level: Excellence● Deveney Communication

Holiday CampaignDeveney CommunicationNew Orleans, Louisiana

● TELUS 2006 Annual ReportMiriam Trottier and

Dianne Trach, ABCTELUS Corp.Edmonton, Alberta

award level: Merit● 2006/2007 Annual Report

Nova Scotia Business Inc.Halifax, Nova Scotia

● BC Hydro’s EmployeeNewsletter, Plugged InSimi Heer and Jennifer Wah, ABCBC Hydro and Forwords

Communication Inc.Vancouver, British Columbia

● Creating New HorizonsLeanne M. RekielSTARSCalgary, Alberta

● Suncor Oil Sands 40thAnniversary Publication Employee Communications TeamSuncor Energy, Oil Sands DivisionFort McMurray, Alberta

category: Writingaward level: Excellence● “Embrace Diversity” Postcards

Kathy Baier, Doug Clement, Sue Kraus

Lockheed Martin MS2Moorestown, New Jersey

award level: Merit● 2008 Kellwood Enrollment

CampaignMelissa KramperBuck ConsultantsSt. Louis, Missouri

● Miles Ahead: 15 Years of AIR MILES in CanadaDoug DolanViva Dolan Communications

and Design Inc.Toronto

● SCM Article “Keeping Score on Performance”Angela D. Sinickas, ABCSinickas Communications Inc.Laguna Woods, California

● shining starsAccess Andrew Employee Blog

Entrants’ names: Linda Kingman,Annemarie Helms, Jeff Beringer

This entry was our pick because it demonstrates the successful

application of a Web 2.0 tool (a blog) to engage 51,000

employees worldwide in a one-to-one dialogue with thehighest level of management

about topics relevant to employees and the future of

the company, and for employeesto converse with each other. The

project employed tools andapproaches appropriate to the

changing demographics andexpectations of the workforce,

and showed the willingness of a CEO to be personally

involved in such a project.—Wendy Heshka, ABC,

and Arnold Kishi



2008 gold quill category coordinatorsSpecial thanks to our categorycoordinators, who organized the first-tier judging of the GoldQuill entries and managed morethan 300 judges around theglobe. The awards programwould not be possible withouttheir leadership and dedication.

Linda Andross, ABC, CanadaPriya Bates, ABC, CanadaJohn Bromley, ABC, CanadaBrenda Lea Brown, ABC, CanadaEzri Carlebach, U.K.Patricia Chamberlain, U.S.Barbara Deters, ABC, U.S.John Deveney, ABC, APR, U.S.Merry Elrick, U.S.Mark Estes, ABC, U.S.Derrick Fennell, FranceSheila Foster, ABC, CanadaKathie Gaddy, U.S.Celeste Geisbauer, CanadaKatherine George, ABC, U.S.Christopher Johnson, ABC, U.S.Roslyn Jones, South AfricaDonald Klausmeyer, ABC, U.S. Glenn Knowles, CanadaLesley Kriewald, U.S.Jo Langham, ABC, CanadaLinda Lee, ABC, MC, CanadaPietie Mackenzie, South AfricaMichele Martin, ABC, CanadaWilma Mathews, ABC, U.S.Bish Mukherjee, ABC, IndiaPaul Omodt, U.S.Marie Raperto, U.S.Juan Andrés Rincón González,

MexicoShannon Rupnarain, ABC, CanadaBill Spaniel, ABC, U.S.Janis Wallace, ABC, CanadaClaire Watson, ABC, APR, CanadaMarcia White, ABC, U.S.

category: Publication Designaward level: Excellence● NIJ Journal Issue No. 258,

October 2007Jolene HernonNational Institute of JusticeWashington, D.C.

● Partners in Care: Scripps 2006 Annual ReportMike GodfreyScripps HealthSan Diego, California

● UMagJulie FinlayUSAA Youth Media and

Big Blue DotUSAASan Antonio, Texas

award level: Merit● 2007 ADM Recruitment

BrochureAime OberheimBuck Consultants,

an ACS companySt. Louis, Missouri

● Baylor Business ReviewCynthia J. JacksonBaylor University’s Hankamer

School of BusinessWaco, Texas

● Cox Enterprises 2006 Annual Report Susan Bradbury, Chris Martin,

Bob JimenezCox Enterprises and Corporate

ReportsAtlanta

● Divine Days CalendarAllison Starke Schnake Turnbo Frank | PR Tulsa, Oklahoma

● OnRamp Corporate BrochureDebra DanzigerOnRamp AccessAustin, Texas

● Take Note: A Guide to TakingYour Next StepJulie Ludwig

Brownstein Hyatt Farber Schreck, LLP

Denver, Colorado ● The Road to Freedom

and Independence: 2006 Annual ReportAndrew Hayward, Kris FletcherFidelco Guide Dog

Foundation Inc.Bloomfield, Connecticut

category: Other Graphic Designaward level: Excellence● Bunches of Help

Lynn LelandTele AtlasLebanon, New Hampshire

● “Embrace Diversity” PostcardsKathy Baier, Doug Clement,

Sue Kraus Lockheed Martin MS2Moorestown, New Jersey

award level: Merit● Get Caught!

Tangie HindsSmart Systems for Health AgencyToronto

● HCA Display CampaignCindy BeauregardTowers PerrinDallas, Texas

● Town of Banff Construction ProjectDDBDDB and Town of BanffEdmonton, Alberta

category: Interactive Media Designaward level: Excellence● PepsiCo Total Rewards Online

PepsiCo HR Communications and Aon Consulting

PepsiCoPurchase, New York

award level: Merit● 25th Anniversary Microsite

Emily Callahan and Ken MaxwellSusan G. Komen for the Cure

and Weber ShandwickDallas, Texas

● Caterpillar Enterprise Portal (Cat @work) RedesignCat @work Redesign

Six Sigma TeamCaterpillar Inc.Peoria, Illinois

● Lots of Ways Web SiteRick PerkinsNova Scotia Liquor Corp.Halifax, Nova Scotia

● “What Will You Make of It?”Admissions SiteThe Cleveland Institute of ArtCleveland, Ohio

Division 3 ● Communication Creative

● shining starsUMagEntrant’s name: Julie FinlayThis entry is our pick as a shining star because the worksamples not only had a uniqueand creative flavor, they alsosolved a budget issue by creat-ing a format that actuallyimproved on the previous maga-zine. It teaches us that budgetissues don’t always mean thatthe quality or success of theproject needs to go down.

—Lori Joseph, ABC, and Sergei Trofimenko




All Gold Quill winners are considered for theIABC Research Foundation’s Jake WittmerResearch Award and for the Business IssueAward.

The Jake Wittmer Research Award recognizesoutstanding research commissioned or devel-oped by an organizational communicator toeffectively develop a successful communica-tion program or project. This year’s JakeWittmer Research Award went to:● Healthy U Family Campaign

Healthy Living BranchAlberta Health and Wellness, Government

of Alberta, CanadaMartha JamiesonEdmonton, Alberta

Monty the Dog, pillow fights and Snacktivityboxes—creative solutions to promote healthier families in Alberta. But for an IABCGold Quill Award of Excellence winner toreceive the Jake Wittmer Award, it’s not justabout being creative. It’s about using solidresearch to really understand where the audi-ence stands and what makes them tick. That’swhat Martha Jamieson and her team at DDB, a global advertising agency, did to developcommunications for the Alberta Health andWellness Healthy U Family Campaign.

Using research every step of the way,Jamieson and her team developed a campaign

category: Outdoor/3-Daward level: Excellence● Talk Box

Catherine ParryToronto Hydro-Electric SystemToronto

award level: Merit● Biking for Energy

Diego PilaPETROBRASRio de Janeiro

category: Advertising(Conventional Media)award level: Excellence● Oudry’s Amazingly Life-like

Animals CampaignMara BenjaminJ. Paul Getty TrustLos Angeles

award level: Merit● MD Helicopters Ad Campaign

BDN Aerospace Marketing TeamBDN Aerospace MarketingMesa, Arizona

Student Division

category: CommunicationCampaigns● Global Agents for Change and

Riding to Break the CycleChristina WuGlobal Agents for ChangeBurnaby, British Columbia

● Saskatchewan Library Week 2007Chasity BerastAthabasca UniversitySaskatoon, Saskatchewan

● shining stars“Embrace Diversity” PostcardsEntrants’ names: Kathy Baier, Doug Clement, Sue KrausThis is a refreshing, brilliantly written and thoughtfully executed diversity campaign. The factthat the entrant has also wrapped a sound strategy and measurement around it makes it evenmore compelling. It’s an outstanding work plan: They were very thorough in describing everyelement of their strategy. We praise their excellent writing.

It’s always heartening to come across that tool of our craft that we should all do excep-tionally well: writing. A diversity campaign can be a challenging, sometimes boring, topic, andthis approach—relying on words alone—took it to new and creative levels. This entry provesthat excellent writing is still among the most important skills we have to offer as strategiccommunicators.

—Jennifer Wah, ABC, and Melissa Dark

special awards



with exceptional results. Quantitative researchprovided baseline information about familybehaviors before the campaign started. Focusgroups gave them insight into what stood inthe way of parents providing healthy foods andopportunities for physical activity. Secondaryresearch indicated which television shows thefamilies were most likely to watch.

In addition to using research to develop the communication plan and strategy,Jamieson used it to track behavior changesduring and after the campaign. The result?Statistically significant increases in healthy liv-ing behaviors that surpassed the original goals.

The Business Issue Award recognizes an entrythat exemplifies the most outstanding workand strategic involvement on a critical, currentbusiness issue that poses a significant threatto the economic well-being and/or continuedviability of the entrant’s organization. Theentry must present a clear, effective and inno-vative resolution with measurable results, andserve as a model for other communicationprojects focusing on this specific businessissue. The 2008 Business Issue Award went to:● “Embrace Diversity” Postcards

Kathy Baier, Doug Clement, Sue Kraus Lockheed Martin MS2Moorestown, New Jersey

This entry soundly addressed an urgent busi-ness need, demonstrated creativity andinsight, and inspired employees to participate

and think. Lockheed Martin needed to enhancerecruitment and retention, and the CEOexplicitly directed his team to promote diversity as a recruitment and retention tool.

Printed postcards were distributed toemployees by interoffice mail. The designfocused on conversation bubbles, like thosefound in comic strips, and each card containedsix bubbles that captured fictitious exchangesbetween co-workers. On the back of eachpostcard was a call to action.

This diversity campaign brilliantly avoided a common trap: By not using photography or illustrations that included people, the postcards focused employee attention on the issues and language, not on whether the subject was race or gender.

As a result, the campaign evolved to promote a limitless discussion of workplacebiases—everything from religion to sexual ori-entation, even misconceptions about on-sitevs. telecommuting employees. It underscoreshow language itself can be a simple yet power-ful tool in solving a communication challenge.

The judges were also impressed thatemployees became participants in the com-munication process. While the first postcardswere conceived and created by Lockheed’scommunication group, the program’s successinspired an employee contest. Employees tookthe format and made it their own, submittingmore than 50 examples using their own wordsand life experiences.

The Sharon Berzok Student Award is the highest student award given by the IABCResearch Foundation. All student entries areconsidered for this award, which is judged on overall excellence and creativity. The win-ner receives US$500 for education or profes-sional development. Sharon Berzok was acommunication consultant who served IABCon several committees and as a chapter presi-dent and board member. Berzok’s family, col-leagues and friends established this award in her name to recognize talent in young professionals.

This year’s Sharon Berzok Student Awardwent to: ● Global Agents for Change and Riding

to Break the CycleChristina WuGlobal Agents for ChangeBurnaby, British Columbia

Inspired by the concept of microcredit, sixstudents founded a nonprofit called GlobalAgents for Change to engage youth and cre-ate sustainable solutions to global poverty.With no government grants or sponsors, theyused a low-cost external communication cam-paign to promote “Riding to Break the Cycle.”This 3,000-kilometer bike tour from Van-couver, British Columbia, to Tijuana, Mexico,inspired 41 active student volunteers andraised almost CDN$70,000 in sponsorshipsand donations for microcredit initiatives inthe developing world.

special thanks to our in-kind sponsors:ImageStudio Creative Com-munications Inc., MPress andVisions West

● shining starsGlobal Agents for Change and Riding to Break the CycleEntrant’s name: Christina WuFrom audience research to outcome, thisentry demonstrates how, even at the uni-versity level, outstanding results can beachieved with careful, thorough planningand passion. What’s more, even a lack offinancial resources can be overcome withresearch, planning and leveraging exist-ing resources.

—Irene Monley, ABC, and Claire Watson, ABC, APR


2008 goldquill awards - iabc · pdf fileabs-cbn broadcasting corp. quezon city, philippines...

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