Company: Time Warner Cable, New York, NY
Company Description: Time Warner Cable is among the largest providers of video, high-speed data and voice services in the U.S., connecting more than 14 million customers to entertainment, information and each other.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Community Relations

Nomination Title: Time Warner Cable’s Connect a Million Minds™ (CAMM)

Tell the story about this nominated campaign since January 1 2011 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

More than half of the fastest-growing occupations in the U.S. will require proficiency in science, technology, engineering and math (STEM), yet American youth are unprepared to meet the need: the U.S. ranks 25th in math and 17th in science, compared to 34 developed countries. 

Time Warner Cable (TWC) is changing these statistics by inspiring the next generation of problem solvers through Connect a Million Minds (CAMM)—the company’s five-year, $100 million philanthropic effort to encourage students to pursue STEM education and careers. At TWC, increasing student awareness of, and interest in, STEM is critical to ensuring that we have a robust pipeline of talent ready to meet the future challenges of our business. TWC is proud to ignite a spirit of innovation among our youth—the same innovative spirit we celebrate as one of our company’s core values.

Launched in November 2009, CAMM’s objectives were clear: build connections with customers, enhance employee morale, establish TWC as a credible thought leader, and achieve tangible social impact—especially in communities where TWC does business. Having established strong partnerships to help bring CAMM to life in 2010, including FIRST (For Recognition and Inspiration in Science and Technology) and the Coalition for Science After School (CSAS), the stage was set for a unique grassroots effort among consumers and employees in 2011.

Several milestones marked the year, including:

1. Employee Outreach: TWC employees enthusiastically embraced CAMM™, serving as FIRST mentors and coaches, and teaching kids about the STEM principles behind cable technology with TWC’S proprietary STEM curriculum, “Cracking the Codes in a Wireless World.” Employee volunteerism culminated in April during CAMM™ Week, when 1,500 TWC employees hosted STEM learning events for 7,000 students.

2. Thought Leadership: In July, TWC Chairman & CEO Glenn Britt, who serves as a founding member of Change the Equation, President Obama’s CEO-led effort to create solutions to the nation’s STEM crisis, was one of a small group of CEOs invited to participate in a White House education roundtable convened by Colin Powell and attended by President Obama.

3. Deepening Customer Connections: In the fall, TWC launched its “Super Connector Search” to celebrate TWC customers who are connecting young people in their communities to STEM. Finalists from 21 TWC markets received a $5,000 grant to the STEM organization of their choice and were featured on the CAMM™ website for a two-week voting period. The “People’s Choice” winner received an additional $10,000 grant to her chosen organization and a national winner received an all-expenses paid trip to Los Angeles, a starring role in a CAMM public service announcement, and an additional $10,000 grant to her chosen organization.

As a result of TWC’s community relations efforts in 2011, consumer research revealed that awareness of TWC’s corporate social responsibility activities increased 52%, there was strong recognition of the CAMM brand specifically, and the positive perception of TWC among consumers had doubled. Just two years into the five-year initiative, nearly half a million young minds have already been connected to STEM.
1Source: US Department of Labor, Program for International Student Assessment (PISA) 2009

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Provide a brief (up to 100 words) biography about the leader(s) of the team that carried out this campaign:

Tessie Topol is Senior Director, Strategic Philanthropy and Community Affairs for Time Warner Cable. She is responsible for the company’s community giving and engagement strategy and manages its signature philanthropy program, Connect a Million Minds™ (CAMM). Previously, Ms. Topol was Director of Strategic Partnerships & Public Affairs at MTV, where she helped develop think.mtv.com to empower young people with tools to change their lives and communities for the better, and Director of Development at the Hebrew Immigrant Aid Society, where she launched the organization’s first ever Young Leadership division. Ms. Topol holds a Master’s in international affairs from Columbia University.