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2010 IMA Awards: Magazine-Client Team
Winner: Scholastic Parent & Child and P&G's Pampers
Parents of toddlers are often in a “school daze” about when to start preschool, so Scholastic Parent & Child and Procter & Gamble’s Pampers Easy Up Trainers came to the rescue with Let’s Get Ready for Preschool. Scholastic’s senior brand manager Leslie Winters and brand manager Lori Gibson coordinated with the Pampers team, which included Stephanie Starr, Lauren Brown, Margot Bell,
Holly Miodek, Lindsay Fedas, Joanna Havlin and Jacqueline Lazor, to develop an integrated program centered around “get ready” kits (training diapers included) that would be sent to 49,000 preschool centers nationwide.
A You Can Do It! microsite encouraged parents and their kids with additional resources and tips. Not surprisingly, Let’s Get Ready for Preschool won the approval of 96% of parents and 95% of administrators. Steve Cohn
Honorable Mention:
Food Network Magazine & Kimberly Clark for VIVA Towels: Food Network supported VIVA Towel's "fork-free" food campaign with the full force of Food Net star power. A spot on Sunny Anderson's Sunny's Cooking for Real set, as well as personalized recipe booklets, had such a strong visual impact that 89% viewers recalled them, and 4 in 5 planned to take an action as a result.
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