The global public relations agency Porter Novelli announced that its campaign for Uncle’s Ben won Top Facebook Communications Campaign at the 2013 PR News CSR Awards.
The finalists of the Facebook Communications category at PR News CSR Awards 2013 were Carve Consulting LLP with IHG Planet CR: Make a Difference Together, Cisco Systems with How Do You Give Campaign; CRT/tanaka with Love Pets? Like BISSELL; FedEx with FedEx Small Business Disaster Preparedness Campaign; KB Home with Sharing Sustainability; MSL London with Always Helps Girls and Young Women to Learn To Read and Write; and Porter Novelli for Uncle Ben’s with Ben’s Beginners Cooking Contest.
The winner was announced at a luncheon at The National Press Club in Washington, D.C. where Porter Novelli received the award on behalf of Uncle Ben’s for the “Ben’s Beginner’s Cooking Contest” campaign.
“This program demonstrates the critical importance of giving back to the community in order to help make it greater than it was before,” said Karen van Bergen , CEO, Porter Novelli . “The Uncle Ben’s program was designed to inspire parents to help their children learn to cook so they can make smart, healthy meal choices throughout their lives. True engagement at the community level is a cornerstone of building lifelong relationships between brands and consumers,” van Bergen added.
“Ben’s Beginner’s Cooking Contest” was, in fact, a Facebook-driven US contest, challenging parents to cook with their children healthy kids-friendly recipes. Participants in this contest, had to record themselves and their children, cooking together something with rice, and then submit the video to the Ben’s Beginners Contest page on Facebook. Below, one of the most popular entries of the contest: