Company: Susan Davis International, Washington, D.C., U.S.A.
Company Description: Over the past 30 years, Susan Davis International (SDI) has earned a global reputation for strategic communications including the production of high profile, large-scale events of worldwide significance. Led by Chairman Susan Davis, SDI carries out huge assignments with a team of 17 employees and has developed special expertise in serving clients who support the military community.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Public Service

Nomination Title: Elizabeth Dole Foundation's Campaign to Raise Awareness for the Nation's Military Caregivers

In up to 525 words, tell the judges about the nominated campaign: its genesis, development, planning, commission, and performance to date:

In November 2013, the Elizabeth Dole Foundation discussed a RAND Corporation report they had commissioned on military caregivers with Susan Davis International (SDI). The study's early findings were bleak. Approximately 5.5 million Americans were caring for wounded veterans. These caregivers suffered consequences, including illnesses, legal/financial issues and isolation. Worse yet, our nation was overlooking both the value and plight of the caregivers.

The Foundation intended to announce the report’s results in April, then quickly respond by launching a national coalition of leaders and organizations to address identified problems. SDI was called upon to execute a media campaign that promoted these events, and subsequent announcements, in a way that unveiled these "hidden heroes," and rallied Americans to join the Foundation’s mission.

In less than 10 months, SDI has raised the caregiver crisis to a national level. Highlights of our work include:

Spokespeople:

Our team grew the Foundation’s Fellows program – an initiative to position caregivers as spokespeople – from 20 to 60 Fellows, comprising a 50-state initiative. SDI provided the Fellows media training and pitched them to outlets nationwide. The Fellows were also the driving force behind our social media initiatives, including our Caregiver Christmas Countdown, featuring caregivers’ personal reflections in the 20 days leading up to Christmas.

Congress:

SDI reinforced Senator Dole’s Congressional relationships by coordinating more than 100 meetings on Capitol Hill for the Fellows. Our team prepared each Fellow to share their personal story and deliver information about how Congress could assist caregivers.

RAND Report / Coalition:

Our team worked closely with RAND to develop a plan for unveiling the report. While the official announcement took place at the National Press Club, we primed news outlets with embargoed information and interviews. The capstone of the resulting nationwide coverage was a story on ABC World News. The piece included Diane Sawyer interviews with Senator Dole and a caregiver, and personal testimonial videos recorded by additional Fellows.

SDI took on a significant role in coordinating a White House event with the First Lady and Dr. Biden, ten days following the report’s release. Nearly all 60 Fellows were brought in to meet the First Lady in advance. Then, in an East Room packed with media, caregivers and supporters, Senator Dole announced the launch of the Hidden Heroes coalition.

Results:

• Hundreds of outlets have covered the caregiver crisis, including such influential outlets as ABC World News, Fox News, CNN, Al Jazeera, USA Today, Wall Street Journal, New York Times, LA Times, Associated Press, Houston Chronicle, Huffington Post and NPR. Five op-eds have been published in the Senator’s name, including in USA Today and Roll Call. Regional op-eds have been placed by Fellows. The coverage has totaled hundreds of millions of impressions.

• The Foundation’s Facebook page has grown nearly 2,000 likes, or 150%.

• Caregiver legislation has been introduced in the House and Senate. Democratic Leader Nancy Pelosi, Senators John McCain and Jack Reed, and Representative Jeff Miller launched a congressional caregiver caucus to sustain Congress’s attention to the issue.

• More than 200 organizations have signed up to join the coalition, including several who have already launched initiatives, include the U.S. Chamber of Commerce and Easter Seals.

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Provide a brief biography of the person or persons who lead the team that created and carried out the nominated communications campaign (up to 125 words):

Judith H. Whittlesey, Executive Vice President, has more than 25 years broad-based experience in strategic planning, media relations, crisis communications, institutional positioning for non-profits, and national, state, and grassroots issue and cause campaigns.

She develops effective strategic campaigns and initiatives for entities seeking to position an existing or new institution; promote a cause, concept or information; or introduce a public education campaign for broad and diverse audiences.

Ms. Whittlesey has created the operating strategies and managed implementation for national and grassroots communications and public education campaigns for the nation’s leading cultural institutions such as the Holocaust Museum and the MLK Memorial; cause-related non-profits such as the lung-cancer focused LUNGevity Foundation, and military-focused organizations including Caring for Military Families: The Elizabeth Dole Foundation.