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Care2 - Low Budget Campaign

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Company: Care2, Redwood City, CA
Company Description: Care2 is a community of nearly 50 million members around the globe fighting to build a better world. Founded 1998 by CEO Randy Paynter, Care2 partners with over 2,700 nonprofit clients to recruit more than 90 million prospective donors worldwide. The company is a social enterprise, using the power of business as a force for good.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Low Budget (Under $10,000 / €8500)

Nomination Title: Time’s Up for Hollywood’s Gender Gap: A Social Movement Campaign

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

Genesis: Earlier this year, a producer on the Netflix’ hit series “The Crown” publicly let it slip that the show’s leading actress was paid less than her male counterpart.

In response to this news, a coalition of all-female leaders from Care2 and Unbendable Media quickly assembled together to brainstorm ways to turn this news into a viral media and awareness campaign, on the topic of gender parity.

Execution: The team promptly authored an online petition on the Care2 platform, asking Netflix and Smith to donate the difference in their paychecks to the TIME'S UP Legal Defense Fund. Within days, the petition garnered over 46,000 signatures. The team then leveraged this momentum, pitching the story out immediately to targeted reporters and editors. They honed in on top outlets in the entertainment space—where it was most relevant.

Results: The rapid, integrated approach worked, and the result was a flurry of media attention. The petition/campaign was featured prominently in outlets including The Hollywood Reporter, Variety, People Magazine, Teen Vogue, Yahoo! News, and many other outlets. Rebecca Gerber, Care2’s Senior Director Engagement, stepped into a spokesperson role, taking incoming media interviews about the petition and representing the collective voice of the concerned signers.

Soon, The Crown actress Claire Foy herself addressed the controversy in an interview with Entertainment Weekly on March 23, 2018. Foy said she wasn’t surprised that the news of her pay disparity became a big story, and suggested it was an important topic that should resonate with the concerned public. Co-star Matt Smith also spoke to the media, showing his support for equal pay via Page Six: “She’s the queen for God’s sake. It’s ridiculous,” he stated.

In total, the story generated over 670 million earned media impressions globally. As hoped for, this explosion of media activity sparked by the online petition caught the attention of the industry leaders involved.

On March 20, within days of the petition launch, Left Bank Pictures, the production company behind “The Crown,” issued an official apology to both Claire Foy and to Matt Smith, stating that it was “absolutely united with the fight for fair pay, free of gender bias.” The production company also stated that it would be taking concrete steps to address the gender pay gap issue for women “in front of the camera and … behind the scenes.”

A little over a month later, Left Bank announced that Foy would receive $275,000 in back pay for her role in “The Crown.”

The timely petition, media push and successful outcome around “The Crown” campaign gave the #TimesUp movement a significant boost at a critical time. Importantly, this social movement campaign was executed rapidly, on a shoestring budget, by professional women—leveraging their experience and expertise—to help other women.

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):

Rebecca Gerber, Senior Director Engagement, Care2 has over ten years of experience in community engagement and multi-channel fundraising to create positive social change. She’s previously worked for nonprofit organizations including Greenpeace and the SPCA.

Alison Perris, Senior Director, Brand Marketing & PR, Care2 is a creative marketing and communications leader working at the intersection of technology and social good. She has lead integrated brand marketing and communications programs for StubHub, eBay, Old Navy and now Care2.

Madison Donzis, Partner, Unbendable Media works closely with clients on social campaign strategies, partnerships and securing high-profile stories in outlets including The New York Times, People Magazine and The Associated Press. Madison holds a B.A. in Communications from Texas A&M and is based in Washington, D.C.