The value of accomplishment gold - IABC · about the awards The IABC Gold Quill Awards...

The 2009 Gold Quill Awards

The value of accomplishmentis worth its weight in gold

16 Communication World • July–August 2009 www.iabc.com/cw

the value of gold

category: Community Relationsaward level: Excellence ● 2008 Cox Cares Campaign

Clarissa CollierCox Enterprises Inc.Atlanta

award level: Merit● Avnet Tech Games

Teri RadosevichAvnetPhoenix, Arizona

● Drive Away Hunger 2008Farm Credit CanadaRegina, Saskatchewan

● Get Off Your Grass! SNWA Conservation CampaignLisa RiessSouthern Nevada Water AuthorityLas Vegas, Nevada

category: International Communicationaward level: Merit● Exploring Your Options

Peggy A. SchoenInternational Monetary FundWashington, D.C.

● MAGNET: Migrant Attraction ProgrammeVictoria ForrestImmigration New ZealandWellington, New Zealand

● Unlock the ValueJanet Wile, ABC, APR, MCBarrick Gold Corp.Toronto

category: Media Relationsaward level: Excellence ● Launch of mydoctor.ca

Health PortalSusanne Courtney,

Siobhaun WilliamsCohn & Wolfe Canada for CMA’s

Practice SolutionsToronto

● New Stride Gum Canadian Brand Launch—Ridiculously Long-lasting Road TripStrategic Objectives Toronto

● Wii Fit Media RelationsAPEX Public Relations Inc.

and Nintendo of Canada Ltd. Toronto

● Petro-Canada Canadian AthleteFamily ProgramEdelman Public RelationsToronto

award level: Merit● 40th Anniversary

of the Caramilk SecretStrategic ObjectivesToronto

● Recipe for Success: Edible Holiday Gifts from thePeanut Bureau of CanadaDan Tisch, Alison George, Janet

Grdovich, Laura LaMontagneArgyle CommunicationsToronto

● Beyoncé and the CanadianLaunch of Dereon Diana RobinsonDiana Robinson & AssociatesGuelph, Ontario

● LCS 1 Sea Trials—PresentingFreedom to the WorldDiana K. Massing Lockheed MartinBaltimore, Maryland

● the gold standardNew Stride Gum Canadian Brand Launch Entrant’s name: Judy LewisThis entry demonstrates outstanding creativity in the implementa-tion of an extremely ambitious campaign. Fellow communicatorsshould look at this entry as an example of the crucial inclusion ofsales metrics as part of measurement. The campaign’s successstretched far beyond media impressions (which don’t really tell usabout changed behavior), incorporated social media in a relevant wayand even achieved inbound PR.

—Jennifer Wah, ABC, and Daniel Munslow

about the awardsThe IABC Gold Quill Awards

international competition is the highest level of professional

acknowledgment in businesscommunication today. For more

than 35 years, this annual pro-gram has tested the work of pro-

fessional communicators, fromstrategists to tacticians, and rec-

ognizes the best of the best. This year, IABC received nearly

1,000 entries from 26 countries.Winners went through two rigor-ous rounds of judging by profes-

sional communicators, and in theend the international panel ofjudges awarded 41 ExcellenceAwards and 81 Merit Awards.

We offer congratulations to all the winners for their out-

standing achievements in thefield of business communication.

For more information about the2009 Gold Quill Awards, visit

www.iabc.com/awards/gq/.

Division 1 ● Communication Management

CWJulAug_p016-025_ForPrep 5/16/09 3:26 PM Page 16

www.iabc.com/cw Communication World • July–August 2009 17

● More than Mangos Company LaunchBelinda J. de Wolde, ABCMore than Mangos Inc.Calgary, Alberta

category: Multi-AudienceCommunicationaward level: Excellence ● Family Violence—

It’s Not OK CampaignMinistry of Social DevelopmentWellington, New Zealand

● For Images that Save LivesVita Kernel and Boötjan Pavletië Studio KernelKoper, Slovenia

award level: Merit● Communication Programme

for Kapitalska druz̆ba Marjeta Tic̆ Vesel

PRISTOPLjubljana, Slovenia

● Get with the Green RoutineJennifer Tames, Jocelyn Tennison,

Karen TomnukStrathcona County Sherwood Park, Alberta

● “Slow Down” CampaignGladys JohnsenWorkSafeBCRichmond, British Columbia

● The Passion Behind PawsWay: Launching Canada’sFirst Pet Discovery CentreJennifer Duggan Environics CommunicationsToronto

category: MarketingCommunicationaward level: Merit● Be a Conservation Sensation

Julee CunninghamSnohomish County PUDEverett, Washington

● Skoda Free Fare CampaignDaniel PiperRevolution AdvertisingAuckland, New Zealand

● Unlock the ValueJanet Wile, ABC, APR, MCBarrick Gold Corp.Toronto

category: Issues Managementand Crisis Communicationaward level: Excellence● Re.misli (Re.think):

Environmental Internal ProgramTamara Valenc̆ic̆Si.mobil d.d.Ljubljana, Slovenia

● the gold standardPetro-Canada CanadianAthlete Family ProgramEntrant’s name: Stephanie KohlsThis entry’s objective goes aboveand beyond sales objectives. Itaims to unify a nation throughthe Petro-Canada brand and raiseawareness for an important pro-gram. Other communicators willbe inspired by, and learn from, theextensive research that went intothe planning and development ofthis communication strategy. Not only did the entrant identifyaudiences, but she also gave usinsight into the mind-set of thetarget audience, creating a supe-rior solution for multiple audi-ences. It is often the entrant’sattention to their audience thattells the judges the most abouthow successfully they will hit themark. An entry worth reading!

—Jennifer Wah, ABC, and Daniel Munslow

the gold standardThroughout this section you’llfind comments from our judgeson how some of this year’saward winners set “the goldstandard.” For a list of thejudges, please see page 23.



the value of gold

award level: Merit● Keep Cool

Toronto Hydro-Electric System Ltd.

Toronto

category: Employee/MemberCommunicationaward level: Excellence● Communicating Through

the Credit CrunchHelen NelsonNational Australia BankMelbourne, Australia

● Communications Program for IT ImplementationAdrienne Schutte, Catherine

Hunter, Micah AlpernBearingPointMcLean, Virginia

● Community Support Campaign 2008Michele Ronsen, Steve Canine,

Christine Arthur, TracyFitzGerald, Allyson Fayollat, Jim Nawrocki, Ryan Yee

Wells Fargo, Team MemberMarketing

San Francisco

● Creating a Culture of WellnessKip SoteresBlueCross BlueShield of TennesseeChattanooga, Tennessee

● Safe to Say EmployeeCommunication StrategyJulianne Jack and Grant BastedoInformation Services Corp. (ISC)Regina, Saskatchewan

● Security Hold ’EmMolly A. CainAlliance DataDallas, Texas

award level: Merit● 2008 Workplace of Choice

Survey CommunicationEvelyn J. JenkinsonDanbury Hospital/Danbury

Health SystemsDanbury, Connecticut

● Become Involved to ResolveIlze van der MerweDevCom—DR Church

Elardus ParkPretoria, South Africa

● the gold standardSecurity Hold ’EmEntrant’s name: Molly Cain This campaign, designed toincrease awareness of secur-ity messages, was a creativegem! Through a simple, inex-pensive, well-implemented project with outstanding results, this entrydemonstrated a fresh, targeted, fun way to engage employees whohave little time to devote to the subject. By researching the game pref-erences of her target audience, this communicator showed how a twiston Texas Hold ’Em can not only increase awareness but actually solve a critical business issue. This is a shining example of how strategy, creativity and leveraging in-house resources can deliver for your busi-ness with little to no expense.

—Wendy Heshka, ABC, and Joel Fisher

● the gold standardCommunicating

Through the Credit Crunch

Entrant’s name: Helen NelsonAn innovative, strategic

approach [to educate employeesabout the credit crisis so that

they could respond to customerconcerns, and to encourage

customer loyalty, confidence andretention] required bold changes.

It gained management buy-in for drastic change and placed the

communication team at the center of helping the organiza-

tion to survive and thrive in the economic downturn.

—Barbara Gibson, ABC, and Lori Joseph, ABC

● the gold standardFamily Violence: It’s Not OK CampaignEntrant’s name: Gael SurgenorThis is a powerful social marketing campaign thatuses real people telling their own stories to delivera compelling message about a life-and-death issue.The campaign succeeds so well because it:● Uses research to identify the triggers and barri-

ers to behavioral change. ● Pulls no punches in terms of the impact of family

violence. ● Recognizes that individuals can be “turned off” by too negative a message and therefore introduced the

affirmative “It’s OK to ask for help” tagline. ● Shares case studies of men who have sought help and overcome their issues with violence. ● Caught the imaginations and won the support of celebrities, companies, officials and the general public. ● Preempted criticism from special interest groups who feel such campaigns wrongly stigmatize them.

—Lelde McCoy and Ezri Carlebach



● Dispatches from IraqGlobal Services and Support

CommunicationsBoeing Integrated Defense

SystemsSt. Louis, Missouri

● Employee Survey–Communications CampaignEmployee Survey Communications

TeamRegion of WaterlooKitchener, Ontario

● Establishment of the NZTransport AgencyAnn Kennedy-PerkinsAKP Communications Ltd.Wellington, New Zealand

● “Get Hound Happy!” ReferralHound CampaignJennifer A. FaganAllstate New Jersey Insurance Co.Bridgewater, New Jersey

● Jamming Our Way into the FutureKerri Randel LewisEli Lilly and Co.Indianapolis, Indiana

● One Voice, Nine AccentsMichael Pounsford and

Hilary Scarlett Couravel Ltd.Tonbridge, U.K.

● Red Tab Scholars Promotion PlanJill VanonciniWordwright Communications Inc.San Francisco

● Safety Is Not Optional: BayerHealthCare CommunicationsProgramSam Zabor and Lester CacaoBayer HealthCare PharmaceuticalsBerkeley, California

● TransCanada Connects: 2008Employee ForumsHeather OpsethTransCanadaCalgary, Alberta

● What Is Your Path?Missile Systems CommunicationsRaytheon Missile SystemsTucson, Arizona

category: Human Resourcesand Benefits Communicationaward level: Excellence● Annual Benefits Enrollment

Campaign 2009

Michele Ronsen, Robin McClarren,Jim Nawrocki, Steve Canine, Ryan Yee, Christine Arthur,Jeffrey Abrahams

Wells Fargo, Team MemberMarketing

San Francisco● ITW 2009 Health and Wellness

Enrollment CampaignPartnerComm TeamPartnerComm Inc./Illinois Tool

Works Inc.Arlington, Texas

● LIVE the Orange LIFE! 2009Annual Enrollment CampaignThe Home Depot and

TurnerDillonGrecoAtlanta

● “Meet Phil.”—RecruitingTomorrow’s Workforce Aura Leigh AnscombeConocoPhillips CanadaCalgary, Alberta

● Perfect Fit: A CommunicationsStrategy for KPMG RecruitingAngie Andich and National

Communications TeamKPMG in CanadaToronto

● the gold standardDispatches from IraqEntrant’s name: Brian AmesBoeing sent a communicator—RandyJackson—to Iraq for 15 days to talk to Boeingground support personnel and to shadow themilitary as they used Boeing aircraft andequipment. The goal was to increase employ-ee understanding of the importance of whatthey do every day. This was not glossy, pol-ished corporatespeak. It was a credible, from-the-front-lines demonstration of how the

company supports its customers, and wasaccomplished by Jackson’s work. In a veryinspiring way, Jackson really connected theemployees who make the products with thepeople who rely on them. Through his blogsand video posts, you could feel how at risk he was and how much others appreciatedthe Boeing products.

The communication team and its effortsexemplified the value that Boeing was tryingto convey to employees (that what you domatters). The logistics were enormous, it took

a significant team effort, and the personal riskwas real. The company demonstrated a lot ofcommitment to the value of communicationby supporting this effort. Boeing also appreci-ated the value: Plans are in the works forJackson to go to Afghanistan next.

The company didn’t use new media for thesake of creativity or novelty; the choice ofblogs and video posts allowed access to a real person and an immediate account of theexperience.

—Jane Voisard and Martha Terry

● the gold standardcinch: Your 2009 BenefitsEntrant’s name: ElizabethWilliamsThis entry achieved a break-through on a dry yet importanttopic: employee health benefits.Taking inspiration from fashionmagazines, this brochure presentsinformation about employeehealth benefits in easy-to-under-stand terms that connected wellwith the company’s young, almostexclusively female workforce, andresulted in plan enrollment levelsthat exceeded targets.

—Kristen Sukalac and Chris Johnson, ABC



the value of gold

award level: Merit● EnCana’s New Hire Package

Liz Hannah and Julia TurnerEnCana Corp.Calgary, Alberta

● Game, Set, Match!Shyla WrightJ.P. MorganKansas City, Missouri

● Genuine Parts CompanyRetirement Program: YOU & GPC—Growing Stronger TogetherCindi MartinTowers Perrin and

Genuine Parts Co.Atlanta

category: StrategicCommunication Processesaward level: Excellence● The Value of External

Communications ToolsLisa LewisPartnerRe Ltd.Pembroke, Bermuda

award level: Merit● 2008 WCC Solutions Portfolio

Scott Williams, Peter Turco,Debbie Slappey

MercerAtlanta

● It’s Better Here—PhysicianRecruitment Strategy Kate Stebbings, ABC, Sharon

Stevens, APR, and Kristina BensonCommunication Solutions Inc.Kamloops, British Columbia

● Protecting the Earth from Bad PPTKristina Taylor, Alison Krogan

and Mary SenanderCarlson Wagonlit TravelMinneapolis, Minnesota

● Tracking Levels of EmployeeUnderstanding and EngagementDuring ChangeGhassan KarianKarian and BoxLondon

category: Brand Communicationaward level: Excellence● It’s Better Here—Find Out Why

Kate Stebbings, ABC, SharonStevens, APR, and Kristina Benson

Communication Solutions Inc.Kamloops, British Columbia

category: Special Events—Internal or Externalaward level: Merit● The CSU/AT&T Road

to College TourCalifornia State UniversityLong Beach, California

● The Regional Municipality of DurhamKerri KingThe Regional Municipality

of DurhamWhitby, Ontario

● Thermador Debuts in Canada2007/08 Program

Thermador PR teamDDB Public RelationsToronto

● Ways of PerfectionNatalia VahitovaPoint Passat Communications

GroupMoscow

category: Social Responsibilityaward level: Excellence● For Early Breast Cancer

DiscoveryVita KernelStudio KernelKoper, Slovenia

award level: Merit● BlueScope Tank a Day Challenge

Samantha AllenPulse CommunicationsSt Leonards, Australia

● More Blue and Green for a Better Planet

● the gold standardFor Early Breast Cancer DiscoveryEntrant’s name: Vita KernelThis small but comprehensive and well-executed program tackled a seri-ous health issue in two ways: (1) raising money to fund the purchase ofa digital mammography machine, and (2) increasing women’s awareness

of the above-average incidence ofbreast cancer in one region ofSlovenia and the importance ofself-checks that help with earlydiagnosis. The campaign also over-came community cynicism abouthospital donations, created as aresult of previous fundraisingcampaigns that seemed opaque,difficult to understand and possi-bly fraudulent. It also used thepersonal stories of breast cancersurvivors in various communica-tion channels, including a blog, tospread the important prevention

messages to women. Overall this was a comprehensive, strategic cam-paign that achieved impressive results, including raising almost two-thirds of the funds required for the new mammography machine.

—Melissa Dark and Shirley King, ABC

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 ele-

ments (publications, advertising,web sites, newsletters, etc.) that

showcase technical skills such as editing, writing and design.

Award winners have demon-strated strategic alignment,

the creative process and measurable results.

Division 3: CommunicationCreative includes elements

that showcase creative talent and design through an

essentially communicative function. Award winners have

demonstrated innovation, creativity, strategic alignment

and effective graphics communication.



Samantha Booth, Carleen Carroll,John Watson, Shirley McLean,Pier 8 Group

The Regional Municipality of Halton

Oakville, Ontario

category: MultilingualCommunicationaward level: Merit● Red Tab Scholars

Promotion PlanJill VanonciniWordwright Communications Inc.San Francisco

category: Electronic and Digital Communication—Managementaward level: Excellence● Financial Explorer’s Quiz /

Amazing-I Campaign Don Peji, Lito Escoto and

Maya Del RosarioSun Life Financial—PhilippinesMakati City, Philippines

● Jonzed: One Night. So Many Mistakes. Nova Scotia Liquor Corp.Halifax, Nova Scotia

● LCSpace—The Freedom

ChroniclesDiana K. Massing, Sharon Parsley

and Courtney Klotz Lockheed MartinBaltimore, Maryland

● Whirlpool Career Site—Phase IPartnerComm TeamPartnerComm Inc., Whirlpool Corp.Arlington, Texas

award level: Merit● Inside.HarlandClarke.com

Corporate Communications—Carly Barton

Harland ClarkeSan Antonio, Texas

Entrant’s name: Don PejiAn urgent need to increase sales combined withtight regulatory constraints and a meager budgetcould be a recipe for disaster when embarking on a comprehensive awareness and lead generationcampaign. Not so in the case of Sun Life Financial’sPhilippines office in Makati City.

Sun Life’s research showed that Filipino consumerswere spending less each year on insurance and otherfinancial services, but were open to information ifpresented in a fun, engaging way. Sun Life quicklycreated the Amazing-I Campaign, a multichanneleffort that included street teams in logo-embla-zoned cars, radio spots, mall appearances with“pirate ship” displays, a web site, a brochure andgames with a compass theme, and a FinancialExplorer’s Quiz to get people talking aboutinsurance—and hopefully capture information

for an aggressive leads program. What they got wason-the-spot conversions: insurance policy sales tothe tune of PHP$600 million (US$12,440,389), theequivalent of PHP$21.5 million (US$445,153) in annualpremiums for Sun Life.

The budget for the blockbuster effort? PHP$6 mil-lion (US$124,000), which represented the stressedcompany’s entire annual marketing budget.

Some of this project’s highest scores were for its impact on the business; the effectiveness of itssolutions in employing a wide range of tactics, mes-sages and media; and creativity. Additionally, thecampaign showed imagination and moxie in maxi-mizing a relatively small budget. The nearly immedi-ate sales conversions confirmed that the messaging

and approach were timely and rele-vant to its target audience.—Toby Ward and Tim Hart

about the judgingEntries are composed of twoparts: the work plan and thework sample. They are judged ontechnical excellence, creativityand innovation, effectiveness inidentifying and responding to anorganization’s or community’sneeds, the delivery of measura-ble outcomes, and the overallsuccess of the project.

Judges score the above criteriaon a scale of 1 to 7, which givesa weighted calculation for thecriteria depending on the divi-sion. During first-tier judging, allentries scoring 5.25 and higheradvance to second-tier judging.At the second tier, entries arejudged again, separately, by dif-ferent sets of judges called theBlue Ribbon Panel. The majorityof Blue Ribbon Panel judges havebeen recognized for excellencein business communication; allof them meet as a group at IABCheadquarters in San Francisco to select the winners. Any entryscoring between 5.25 and 5.74receives a Gold Quill Award ofMerit. Entries scoring 5.75 andabove receive a Gold Quill Award of Excellence.

● the gold standardFinancial Explorer’s Quiz in the Amazing-I Campaign


● MAGNET: Migrant AttractionProgrammeVictoria ForrestImmigration New ZealandWellington, New Zealand

● McDonald’s AccessMCD GlobalIntranet Portal Global Web CommunicationsMcDonald’s Corp.Oak Brook, Illinois

category: Social Mediaaward level: Excellence● Chevy Aveo5 Livin’ Large

College Cab General Motors and Weber

ShandwickDetroit, Michigan

● Embracing the Loaf LoveAllison McCormickConkling Fiskum & McCormick Inc.

for Tillamook CheesePortland, Oregon

● Voice of the CustomerShashi Bellamkonda and Geoff

LivingstonNetwork Solutions and Livingston

CommunicationsHerndon, Virginia

award level: Merit● GM Shows the World What’s Next

Weber Shandwick with JackMorton and McCann Worldgroup

Birmingham, Michigan● McDonald’s Mindshare Social

Media CommunityGlobal Web CommunicationsMcDonald’s Corp.Oak Brook, Illinois

● Social Synchronous TechnologyLaunchDora SmithSiemens PLM SoftwareSt. Louis, Missouri

● SpendsterMarketing and Communications

TeamNational Endowment for Financial

Education, Ignite AgencyGreenwood Village, Colorado

category: Electronic and DigitalCommunication—Skillsaward level: Excellence● MAGNET: Migrant Attraction

ProgrammeVictoria ForrestImmigration New ZealandWellington, New Zealand

award level: Merit● 5 Minutos Scotia

Federico del Castillo and EmployeeCommunications Team

Scotiabank Group MexicoMexico City

● “Better Here” Recruitment Web Site Kate Stebbings, ABC, Sharon

Stevens, APR, and Kristina BensonCommunication Solutions Inc. Kamloops, British Columbia

● Customer Experience Online Learning ModuleMark A. Mills, ABCNationwide Columbus, Ohio

category: Audiovisualaward level: Excellence● Jonzed: One Night.

So Many Mistakes.Nova Scotia Liquor Corp.Halifax, Canada

● Privacy: Searching for the Data Protection CodeGiorgio PaolettiSKY Italia Rome

● The Interactive Guide toWorking Safely with BerylliumPatrick S. Carpenter


the value of gold

● the gold standardHeart and Stroke Foundation of Ontario: Annual Report 2008Entrant’s name: Laura Graham-PrenticeThe Heart and Stroke Foundation of Ontario developed a hard-hittingand memorable annual report that conveyed the urgency of addressingchildhood obesity. The digitally modified images showed an obese childslimming down to a normal, healthy weight. Each successive action[such as making sure children get physical activity at least three times aweek and eat healthy, well-balanced meals] that would help reduce thisepidemic proved to be a sensitive way to illustrate the problem and aforceful way to reinforce key messages graphically.

—Kristen Sukalac and Chris Johnson, ABC

sponsorshipIABC could not conduct thisworld-class awards program

without the generous support offriends like our Platinum Gold Quill

sponsor, Towers Perrin. Thanks toTowers Perrin for all they do for

this program, for IABC and for thecommunication profession.

Towers Perrin is a global pro-fessional services firm that helpsorganizations improve their per-

formance through innovativehuman capital, risk and financialservices solutions. In the human

capital area, areas of focus includeworkforce effectiveness; rewards

effectiveness; benefit programeffectiveness (including retirement

and health and welfare programstrategy, design, implementation

and management); assistance with mergers, acquisitions and

restructurings; HR functiondesign, service delivery and tech-

nology; employee communication;employee research; and change

management. Towers Perrin hasoffices in the world’s major mar-

kets. More information is availableat www.towersperrin.com.

Division 2 ● Communication Skills



Brush Wellman Inc.Mayfield Heights, Ohio

category: Publicationsaward level: Excellence● cinch: Your 2009 Benefits

Towers Perrin and Tween BrandsSt. Louis, Missouri

● Connections Newsletter J. Cropper, A. Lindell, A. Olsen,

C. Pardo, M. ReidGillette Children’s Specialty

HealthcareSt. Paul, Minnesota

● Side by Side Newspaper Tracey SenNSW Department of Education

and TrainingSydney

● TELUS 2007 Annual ReportMiriam Trottier and

Dianne Trach, ABCTELUS Corp. and Geneva VenturesEdmonton, Alberta

award level: Merit● Benefits Magapapers

Wendy O’DeaThe Capital Group CompaniesLos Angeles

● DTT 2008 Annual Review:Looking Back, Thinking AheadDeloitte Touche Tohmatsu

Communications Team Deloitte Touche Tohmatsu

New York City and Chicago● Heart and Stroke Foundation

of Ontario: Annual Report 2008Parent Brand TeamHeart and Stroke Foundation

of OntarioToronto

● HiLines Employee Magazine Communications and Public

AffairsSaskPowerRegina, Saskatchewan

● Inside USAADoré S. RedfernUSAASan Antonio, Texas

● Red Magazine Maureen Frame and Kerry LittleGriffith University, External

RelationsBrisbane, Australia

● Wellness at BallMark Schumann, ABC, and

Lisa BrzezniakTowers Perrin and Ball Corp.

Health & Welfare Department Houston, Texas

category: Writingaward level: Merit● Ed’s B:log: Engaging Linguistics

James D. LynchAmerican ExpressNew York City

Division 3 ●

Communication Creative category: Publication Designaward level: Excellence● cinch: Your 2009 Benefits

Towers Perrin and Tween BrandsSt. Louis, Missouri

● Our Promise: Scripps 2007Annual ReportMike GodfreyScripps HealthSan Diego, California

● Rotman Magazine Karen ChristensenRotman School of Management Toronto

● Small Capital for AfricaSophia DowerWords’worthJohannesburg

award level: Merit● 2007 Annual Report

T-Jay UpperCity of BramptonBrampton, Canada

● 2009 ADM Enrollment CampaignHR Communications TeamArcher Daniels Midland Co. (ADM)Decatur, Illinois

● 2009 Kellwood WellnessNewslettersTracy LindwedelKellwood Co.St. Louis, Missouri

● Butterfield Bank 2007 AnnualReportMark W. JohnsonButterfield BankHamilton, Bermuda

● Cuelga un libro en tu armario(Hang up a book in your closet) Paula MastrangeloBPMO EdigrupBarcelona, Spain

2009 gold quill blue ribbon panelSpecial thanks to Paul Matalucci,ABC, 2009 Gold Quill chair, andour 2009 Blue Ribbon Panel, who conducted all final judgingin San Francisco.

Brandon Brind, CanadaJocelyn Canfield, ABC, U.S. Ezri Carlebach, U.K.Melissa Dark, AustraliaNick Durutta, ABC, U.S. Joel Fisher, U.S.Barbara Gibson, ABC, U.K. Laura Hardin, U.S.Tim Hart, U.S. Wendy Heshka, ABC, CanadaShel Holtz, ABC, U.S. Deborah Hudson, SwitzerlandChris Johnson, ABC, U.S. Lori Joseph, ABC, U.S.Shirley King, ABC, China Ron Kustra, ABC, Canada Lelde McCoy, Australia Dave Meyer, U.S. Igor Mintusov, RussiaPaul Mlodzik, ABC, CanadaIrene Monley, ABC, U.S.Daniel Munslow, South Africa Jeffrey Ory, ABC, APR, U.S.Sujit Patil, India Tom Roux, U.S. Felicia Shiu, ABC, APR, Canada Kristen Sukalac, France Martha Terry, U.S. Sergei Trofimenko, RussiaJane Voisard, U.S. Jennifer Wah, ABC, CanadaToby Ward, CanadaAnna Willey, ABC, CanadaRyan Williams, CanadaCarlos Wirth, ABC, ArgentinaAnn Wylie, U.S.

● the gold standardSmall Capital for Africa

Entrant’s name: Sophia DowerThis entry provided a unique

and content-rich resource forsmall businesses in Africa—a

very low-key marketing opportu-nity that became a win-winfor both Standard Bankand its customers. Thegoodwill created through

this kind of communication vehicle [a self-contained,portable box of useful resources for small businesses] can be so muchstronger than straight marketing tactics.

—Barbara Gibson, ABC, and Lori Joseph, ABC



the value of gold

special awards

All Gold Quill winners are considered for the IABCResearch Foundation’s Jake Wittmer Research Awardand for the Business Issue Award.

The Jake Wittmer Research Award recognizes out-standing research commissioned or developed by anorganizational communicator to effectively develop a successful communication program or project. Thisyear’s Jake Wittmer Research Award went to:

● Recipe for Success: Edible Holiday Gifts from the Peanut Bureau of CanadaAlison GeorgeArgyle Communications Toronto

Picture six one-pound bags of peanuts. Then imagineevery Canadian consuming them each year. That’s theaverage annual per-capita consumption rate of peanutsin Canada. But for the Peanut Bureau of Canada, it’s notenough, and last year’s challenge was to get people toeat even more.

How do you increase consumption in an alreadymature market? With a creative and tactical communi-cation campaign that’s based on solid research. PBCsought the expertise of Alison George, vice presidentof Argyle Communications, and her team to addressthis challenge. Knowing the campaign had to be rootedin a thorough understanding of Canadians’ consump-tion of peanuts, the team analyzed data and surveyresearch about market share, household penetration,product usage, consumer attitudes, key consumers and market trends.

The research revealed a need to identify new occa-sions and ways to consume peanuts and peanut butter.Argyle developed the “Edible Holiday Gifts” campaignthat incorporated messages about quality and healthbenefits into original, cost-effective holiday recipes toinspire Canadians to make “peanutty” recipes as giftsduring the 2008 holiday season.

Promoted by a well-known online food editor, thecampaign delivered media materials and one-on-oneoutreach to carefully targeted media outlets acrossCanada, including distribution of a short video featureto digital media. The outreach led to more than 84 million media impressions, which exceeded theobjective of 20 million.

More important, consumers loved the campaign, asevidenced by a 2 percent increase in Canadians’ weeklypeanut consumption, as well as a 2 percent increase in consuming peanuts more than once a month. Anunexpected but significant achievement also occurredduring the campaign: The value of 2008 U.S. peanutexports into Canada increased by 46 percent from theprevious year, to a record CDN$119 million.

The Business Issue Award recognizes an entry thatexemplifies the most outstanding work and strategicinvolvement on a critical, current business issue thatposes a significant threat to the economic well-beingand/or continued viability of the entrant’s organization.The entry must present a clear, effective and innova-tive resolution with measurable results and serve as amodel for other communication projects focusing onthis specific business issue. The 2009 Business IssueAward went to:

2009 gold quill category coordinators

Special thanks to our categorycoordinators, who organized the

first-tier judging of the GoldQuill entries and managed more

than 300 judges around theglobe. The awards program

would not be possible withouttheir leadership and dedication.

Linda Andross, ABC, CanadaYvonne Callaway Smith, Canada

Pat Chamberlain, U.S.Lana Collins, ABC, Canada

Melissa Dark, AustraliaMark Estes, ABC, U.S.

Janelle Ewing, U.S.Derrick Fennell, France

Olivia Gadd, U.K. Todd Hattori, ABC, U.S.

Maureen Healey, ABC, CanadaSean Hill, Canada

Shel Holtz, ABC, U.S.Christopher Johnson, ABC, U.S.

Sue Johnston, ABC, Canada Lori Joseph, ABC, U.S.

Don Klausmeyer, ABC, U.S. Lesley Kriewald, U.S.

Mari Lee, South Africa Lynne Lightsey, U.S.

Allison MacKenzie, ABC, CanadaElena Mappus, U.S.

Wilma Mathews, ABC, U.S.Martha Muzychka, ABC, Canada

Megan Neher, U.S. Christine Nyirjesy Bragale, ABC, U.S.

Paul Omodt, U.S.Jeffrey Ory, ABC, APR, U.S.

Marie Raperto, U.S.Rachel Rosenberg, U.S.

Juan-Andres Rincon Gonzalez,Mexico

Bill Spaniel, ABC, U.S.Sergei Trofimenko, Russia

Claire Watson, ABC, APR, Canada Cathleen Wolf, ABC, U.S.

● DTT 2008 Annual Review:Looking Back, Thinking AheadDeloitte Touche Tohmatsu

Communications Team Deloitte Touche TohmatsuNew York City and Chicago

● Executive Education Open Catalog 2009Brian WongSuka Design Inc.New York City

● I to We: 2007/2008 OnlineAnnual ReportNova Scotia Business Inc.

Halifax, Nova Scotia● Inside USAA Employee Newsletter

Mark HarlienIdeawire Inc. and USAA Employee

CommunicationsSan Antonio, Texas

● Leading Medicine Magazine Emma V. ChambersThe Methodist Hospital SystemHouston, Texas

● Magical Moments: A Guide toMaking Dreams Come TrueInternal CommunicationsWalt Disney Parks & Resorts

Lake Buena Vista, Florida, andAnaheim, California

● One Australia ResourceDirectorySimone Ferrier-ClinganAmcor LimitedHawthorn, Australia

● Wellness at BallMark Schumann, ABC, and

Lisa BrzezniakTowers Perrin and Ball Corp.

Health & Welfare Department Houston, Texas


● Re.misli (Re.think): Environmental Internal ProgramTamara Valenc̆ic̆Si.mobil d.d.Ljubljana, Slovenia

For 10 years, Si.mobil was the only mobile communica-tions provider in Slovenia, but new market entrantscompeting aggressively on price began to threaten thecompany’s position. Recognizing that a company can-not sustain growth based solely on low prices, TamaraValenc̆ic̆ and the Si.mobil team decided to take a moreemotional approach to maintain market share.

Si.mobil introduced a corporate social responsibilityprogram called “Re.misli (Re.think)” as an invitation for every single person to think again about the environment. By incorporating sustainable and greenpractices into every aspect of the business, Si.mobilquickly became known as one of the few green com-panies in Slovenia.

The strategy made excellent use of industryresearch, focused first on engaging employees andbuilding the position from within, connected thebrand to consumers through an emotional tie, created opportunities for strategic alliances with non-competitors, and delivered positive outcomes for the environment.

Si.mobil clearly met objectives by achieving a 96 percent attendance to meetings of EcoTeam (agroup of employees who volunteered to help imple-ment the campaign companywide), a 99 percentresponse rate from an employee survey, 25 percent of employees participating in cleaning drives (initia-tives to improve on power savings, clean water pro-tection and recycling), 16 percent of employees givingsuggestions for sustainable practices and 16 percent

of employees signing up for the EcoTeam.Additionally, educational institutions and Slovene

branches of large companies have approached Si.mobilto create partnerships, and employees are promotingthe company’s program through organized events andsocial media. Employees have often mentioned theenvironmental program as the golden thread weavingthrough the company’s business practices.


● the gold standardRe.misli (Re.think): Environmental Internal Program for Si.mobil Entrant’s name: Tamara Valenc̆ic̆The Re.misli campaign was one of the most innovative, smart and strategic approaches

to apply “green” initiatives to a cor-porate culture, not only to create achange in the actions of employeesbut also to develop a community-oriented initiative that would furtherthe company’s brand and sales. It wasrefreshing to see a company embraceenvironmental change in such aninnovative and smart way. The visualswere creative and very insightful. Theentry showcased how important aninternal employee audience is to thesuccess of any campaign. The cam-

paign highlighted the company’s belief that employee support was crucial for successbecause employees are the ones who give life to ideas and spread them to the community.

This entry shows how to take a business issue and develop innovative, socially consciousprograms to solve a problem. It can teach us how to develop a “green” initiative that has adirect business reason other than to be part of the “green” trend we see in today’s busi-ness world.

—Jeffrey Ory, ABC, APR, and Carlos Wirth, ABC

category: Other Graphic Designaward level: Merit● J.P. Morgan 2009 International

Trading CalendarAlexander M. MecumJ.P. MorganNew York City

category: Interactive MediaDesignaward level: Merit● Harry’s Big Adventure Web Site

Valerie ShermanTerminixMemphis, Tennessee

● Online Virtual TourMarilyn BurnsTrent UniversityPeterborough, Ontario

category: Outdoor/3-Daward level: Merit● Almost This Close: Parks

Awareness CampaignDonna Sinclair, Judy Hobbs and

Jason Geib The City of CalgaryCalgary, Alberta

category: Photographyaward level: Merit● Fashion with Compassion:

The White Cashmere Collection2008Strategic ObjectivesToronto

special thanks to our in-kind sponsors:Weber ShandwickSHAPCOVisions West


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