MSLGROUP’s Corporate & Brand Citizenship Practice Wins Two PRWeek Awards

Mar 21, 2014 6:30 PM ET

Purpose + People

We were thrilled and proud to be recognized at the annual PRWeek Awards in New York on March 20, 2014, where MSLGROUP won PR Product/Service of the Year for our PurPle (Purpose + People) methodology, and Nonprofit Campaign of the Year for our work with the March of Dimes’ imbornto campaign.

Our signature PurPle approach seeks to put purpose and people at the center of next generation communications. Using this methodology, we are able to redefine companies’ business centric approach to citizenship, the most pressing demand of all stakeholders. We build strategic communications platforms, programs and partnerships that validate and reinforce values, identify and amplify authentic purpose, and bring them to life through the people they touch to drive business and social impact.

We would also like to congratulate one of our key nonprofit purpose led clients, the March of Dimes. We are honored to be their partner for the imbornto campaign, aimed to ensure all babies are born strong and healthy. Throughout our relationship, we have worked in collaboration with the March of Dimes to enhance the corporate sponsorship strategy, develop creative materials and messaging, as well as develop a holistic paid, earned and owned media plan to generate buzz and increase donations.

The imbornto campaign resulted in the highest performing in-store campaign ever, over 1.4 billion impressions in three months, over 600% YOY increase in traffic to web hub, a 312% increase in donations YOY and the addition of ten new partners.

For more information about MSLGROUP’s Corporate & Brand Citizenship Practice and PurPle methodology, please contact Scott Beaudoin, Global Practice Director at or Anne Erhard, SVP & NA Director at