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Gold Quill Awards 2005: applauding innovation, rewarding excellence.

THE 2005 GOLD QUILL AWARDS PROGRAM IS SPONSORED BY MERCER

The IABC Gold Quill Awards exemplify the very best of the best in communication programs from around the globe. For more than 35 years, IABC s Gold

Quill Awards have been the hallmark of excellence in business communication. Out of almost 1,000 entries submitted from 26 countries, only the most outstanding entries are given this award.

Gold Quill is an annual international awards competition in which professional communicators have an opportunity to have their work evaluated by two independent panels of expert judges in two tiers of global judging, with more than 300 first-tier judges located in Europe, Latin America, Africa, Asia and North America. Only 250 finalists were sent to the second-tier judging, which took place at IABC headquarters in March. Thirty-two judges, the majority of whom have been recognized for excellence in business communication, met in San Francisco, California, to select the very best of the best. This year the judges gave 60 Merit and 34 Excellence awards. We would like to congratulate these winners for their outstanding accomplishments and contributions to the field of business communication.

For more information about the 2005 Gold Quill Awards, visit www.iabc.com/gquill.

ABOUT THE JUDGING

Entries are composed of two parts: the Work Sample and the Work Plan. They are judged on technical excellence, creativity and innovation, effectiveness in identifying and responding to an organization's or community's needs, the delivery of measurable outcomes, and the overall success of the project.

Judges score the above criteria on a scale of 1 to 7, which gives a weighted calculation for the criteria depending on the division. During first-tier judging, all entries scoring 5.25 and higher are advanced to second-tier judging. At the second tier, entries are judged again, separately, by different sets of judges. Any entry scoring between 5.25 and 5.74 receives a Gold Quill Award of Merit. Entries scoring 5.75 and above receive a Gold Quill Award of Excellence.

The Gold Quill Awards have three divisions:

* Division 1: Communication Management includes projects, programs and campaigns defined by a communication strategy. Award winners have demonstrated the full range of planning and management skills--research, analysis, strategy, tactical implementation and evaluation.

* Division 2: Communication Skills includes communication elements (publications, advertising, web sites, newsletters, etc.) that showcase technical skills such as editing, writing and design. Award winners have demonstrated strategic alignment, the creative process and measurable results.

* Division 3: Communication Creative includes elements that showcase creative talent and design through an essentially communicative function. Award winners have demonstrated innovation, creativity, strategic alignment and effective graphics communication.

DIVISION 1 Communication Management

CATEGORY: COMMUNITY RELATIONS

Award Level: Merit

* Community Crash Reduction Challenge Sharon Boglari Insurance Corporation of British Columbia British Columbia, Canada

CATEGORY: CUSTOMER RELATIONS

Award Level: Merit

* One-on-One Communication Training Course Andrea Anderson, ABC MT&L Public Affairs Halifax, Nova Scotia, Canada

CATEGORY: MEDIA RELATIONS

Award Level: Excellence

* Beefing Up New Zealand in Taiwan Christina Tsai GolinHarris Taiwan Taipei, Taiwan

* Creation of NA's First Supervised Injection Site Clay Adams, ABC; Laurie Dawkins, ABC; Viviana Zanocco Vancouver Coastal Health Vancouver, British Columbia, Canada

* Hallmark Puckers Up for Valentine's Day Shelley Pringle; Kathryn Boothby, ABC; Holly Roy; Aaron Murzyn Polaris Public Relations Inc. Toronto, Ontario, Canada

* Shear Success--The Milestone Bale Jann George Phillips Group Brisbane, Australia

Award Level: Merit

* Drive Away Hunger Team FCC Farm Credit Canada Regina, Saskatchewan, Canada

* Puretracks VoteMusic! Don Hogarth, Lubor Keliar Environics Communications Toronto, Ontario, Canada

CATEGORY: MULTI-AUDIENCE COMMUNICATION

Award Level: Excellence

* Launch Communications Program for KPMG's Advisory Practice Gordon Braun-Woodbury, ABC KPMG LLP Toronto, Ontario, Canada

Award Level: Merit

* AP Enterprise News Service Peter Ekstedt Hewlett-Packard Company

* Lee Jeans: Vintage Forward to Canada Strategic Objectives VF Canada, Inc., Jam Creative Works Inc.

CATEGORY: MARKETING COMMUNICATION

Award Level: Excellence

* Branding Campaign-Weiser Memorial Hospital Charlene A. Schildwachter Creative Solutions for Weiser Memorial Hospital Washington, D.C., USA

* Campagne du Parti Bleue/Brasserie Labatt Marie Morneau HKDP Communications et affaires publiques Quebec City, Quebec, Canada

* Hazelnuts: Creating a Compelling Food Trend Vicki Nesper and Leyla Tandag Publicis Dialog and The Hazelnut Council Seattle, Washington, USA

* Smoke-Free Bars Campaign Peel Health-Region of Peel Brampton, Ontario, Canada

Award Level: Merit

* Bad Gift Boycott Helps Santa Laurie Bauer Sam Goody/Musicland Group Inc. Minneapolis, Minnesota, USA

* Marketing the University Center of Chicago Kris Gallagher, ABC DePaul University Chicago, Illinois, USA

* Sticking Up for Breast Cancer Research Hunter Public Relations for 3M

* The Launch of New Cashmere from Cottonelle Strategic Objectives Scott Paper Limited Canada

* Verrado: The Community of the Decade CKPR for DMB Associates, Inc. Phoenix, Arizona, USA

CATEGORY: ISSUES MANAGEMENT AND CRISIS COMMUNICATION

Award Level Excellence

* "Global Collapse, Local Confidence" Phillips Group Parmalat Australia

* Keeping SAIF Safe-Defeating Measure 38 Conkling Fiskum & McCormick for The Committee for SAIF-Keeping Portland, Oregon, USA

* The Cow That Stole Christmas National Cattlemen's Beef Association and Cattlemen's Beef Board Centennial Colorado, USA

CATEGORY: EMPLOYEE/MEMBER COMMUNICATION

Award Level Excellence

* Introducing Purpose, Values and Behaviors Jill Nash Gap Inc. San Francisco, California, USA

* The Big Deal: Cingular and AT&T Wireless Merger Bonnie Owen and the Employee Communications Team Cingular, MS&L/Atlanta, Firstline Creative and Jim Zook Atlanta, Georgia, USA

Award Level: Merit

* 2004 Workplace Giving Campaign Kathleen B. Callahan Ameristar Casinos Inc. Las Vegas, Nevada, USA

* Inversion Patrimonial para empleados MSD Leticia Narvaez Merck Sharp and Dohme de Mexico Mexico

* MS2 2004 Integrated Internal Communications Plan MS2 Internal Communications Team Lockheed Martin Eagan, Minnesota, USA

* Plan de Comunicacion Programa Compromiso Cliente Elizabeth Del Rio Telefonica de Argentina S.A. Buenos Aires, Argentina

* Proyecto "Vivir la Marca" Yazmin Trejos Rojas Grupo Amanco Latinoamerica

* Rolls-Royce North America: It All Starts with You Louis A. Baviello and Laura Lieberman Yehuda Rolls-Royce North America, in partnership with Towers Perrin Chantilly, Virginia, USA (Rolls-Royce NA) and Philadelphia, Pennsylvania, USA (TP)

* Service Done Right Communication Plan Steve McGough Nextel Communications Reston, Virginia, USA

* Starbucks Thrive Wellness Campaign Nancy Barnett Starbucks Coffee Company Seattle, Washington, USA

* Welcome to Ropes & Gray Jan Thibodeau, ABC JT Communications LLC Cumberland, Rhode Island, USA

CATEGORY: BENEFITS COMMUNICATION

Award Level: Merit

* All About U: Brinker 2005 Enrollment PartnerComm Inc. Brinker International Dallas, Texas, USA

* Changing Healthcare Behaviors Through Communication Michelle Keefe, Deb Unke, Kara Wipf Mercer Human Resource Consulting Chicago, Illinois, USA

* Dean Foods 2005 Enrollment PartnerComm Inc. Dean Foods Dallas, Texas, USA

* Flexible Benefit Choices Program Melodee Webb Rockwell Collins in conjunction with Watson Wyatt Worldwide

CATEGORY: STRATEGIC COMMUNICATION PROCESSES

Award Level: Excellence

* The Enron Tapes: A Campaign for Consumers Corporate Communications Team Snohomish PUD Everett, Washington, USA

* Introducing Purpose, Values and Behaviors Jill Nash Gap Inc. San Francisco, California, USA

* Media and Crisis Communications Training Program Jay Averill and Sandra Thornton Stantec Edmonton, Alberta, Canada

Award Level: Merit

* Health Span Buy Well, Live Well Donna Grummich/Jill D. Olds Towers Perrin/Cummins Inc. Ohio and Indiana, USA

* Liechtenstein: Introducing the Global Village R. Fehlmann, H. Grahlow, A. Lutz, T. Passow, R. Schierscher Executive MScom Program, University of Lugano Switzerland

* National Employee Communication Strategy Claire E. Watson, ABC, APR, and Team FCC Farm Credit Canada Regina, Saskatchewan, Canada

CATEGORY: SPECIAL EVENTS-INFERNAL OR EXTERNAL

Award Level: Excellence

* Celebrating 50 Years of Innovation Janet Wile, ABC, APR Siemens Milltronics Process Instruments Inc. Peterborough, Ontario, Canada

* Extreme Experience-Corporate Office Conference 2004 Claire E. Watson, ABC, APR, and Team FCC Farm Credit Canada Regina, Saskatchewan, Canada

Award Level: Merit

* Devon Canada's Amazing Race for the United Way Nadine Pettman Devon Canada Corporation Calgary, Alberta, Canada

* Reader's Digest Global Town Hall Meeting Susan Fraysse Russ The Reader's Digest Association Inc. Pleasantville, New York, USA

* Vision Takes Form-Protein Design Labs 2004 Grand Opening Sandra L. Swanson Padilla Speer Beardsley with Protein Design Labs

* Who Will Brand the Charging Bull? Makovsky & Company New York, New York, USA

CATEGORY: ECONOMIC, SOCIAL AND ENVIRONMENTAL DEVELOPMENT

Award Level: Excellence * The Social Acceptance Project-Family Planning (Philippines) The Social Acceptance Project--Family Planning Academy for Educational Development Manila, Philippines

Award Level: Merit

* I Have Nothing Down There. What About You? Ula Spindler Pristop d.o.o.

* Youth-Led Campaign Dramatically Reduces Tobacco Use in Ohio Rick Miller and Beth Schieber Northlich, Ohio, Tobacco Use Prevention and Control Foundation Cincinnati and Columbus, Ohio, USA

CATEGORY: MULTILINGUAL COMMUNICATIONS

Award Level: Excellence

* El cerdo es bueno: Changing Perceptions in the Hispanic Market George L. San Jose The San Jose Group Chicago, Illinois, USA

DIVISION 2 Communication Skills

CATEGORY: ELECTRONIC AND DIGITAL COMMUNICATION

Award Level: Excellence

* AirUPSers.com Tim Crook, Jim Mayer, Jim Obst, Josh Turner UPS Airlines Louisville, Kentucky, USA Award Level: Merit

* Johns Manville Health Matters Amy Heiserman Mercer Human Resource Consulting Denver, Colorado, USA

* LEO Today Jennifer Faircloth and Caroline Wizeman Lafarge North America Inc. Herndon, Virginia, USA

* MYINET Jean McLuhan and Team FCC Farm Credit Canada Regina, Saskatchewan, Canada

* TRACK Website TRACK Website Team University of Texas System--UT TeleCampus Austin, Texas, USA

CATEGORY: AUDIOVISUAL

Award Level: Merit

* Improving Health Care for Fidelity Employees Lorna Mackey, Angela Daigle, Mark Agnew and Glenn Bonci Fidelity Investments and The Adobe Group Marlboro, Massachusetts, USA

* Pulp Action Rebecca Theim/Two by Four Communications UPM North America Westmont and Chicago, Illinois, USA

* Straight Talk About Gingivitis--A Public Service Announcement Liz Carson/Amy Stork Environics Communications/ Listerine Mouthwash Toronto, Ontario, Canada

CATEGORY: PUBLICATIONS

Award Level: Excellence

* 2003 Report to Members Rhonda Crawford, ABC; Jeff Walker; Susan Hough USAA San Antonio, Texas, USA

* Smoke-Free Bars Campaign Peel Health-Region of Peel Brampton, Ontario, Canada

* SNWA Drought Guides, Fall 2003 and Winter 2004 Public Information Division Southern Nevada Water Authority Las Vegas, Nevada, USA

Award Level: Merit

* Annual Report 2004 William Adler The Reader's Digest Association Inc.

* Charting Our Destiny: The Campaign for William and Mary Tim Priddy Communication Design Inc. Richmond, Virginia, USA

* Contenido Revista Interna AlcancesSS Violeta Caro del Castillo Trevino Grupo Financiero Santander Serf in Mexico, D.F.

* Lion Nathan Limited 2004 Annual Report Michael C. Tisdall Insight Creative Limited

* Quarterly Magazine Terry Peckham Brown and Caldwell

* Raising Environmental Awareness Through Green Heart Magazine Ian Can Chee Choong WWF-Malaysia

* TELUS 2003 Annual Report Miriam Trottier and Dianne Trach, ABC TELUS Corporation Edmonton and Calgary, Alberta, Canada

* U.25 Carol Barnes USAA San Antonio, Texas, USA

* U-TURN Shari Biediger and Paul Soupiset USAA and Toolbox Studios San Antonio, Texas, USA

CATEGORY: WRITING

Award Level: Excellence

* SCM Column on Communication Measurement Angela Sinickas, ABC Sinickas Communications Inc. Costa Mesa, California, USA

Award Level: Merit

* Teradata Partners Conference Keynote Address Shelley Bird NCR Corporation

DIVISION 3 Communication Creative

CATEGORY: PUBLICATION DESIGN

Award Level: Excellence

* 2003 Report to Members Rhonda Crawford, ABC; Jeff Walker; Susan Hough USAA San Antonio, Texas, USA

* Lion Nathan Limited 2004 Annual Report Michael C. Tisdall Insight Creative Limited

* PLUM Magazine Penny Murphy, Office of Communications American College of Obstetricians and Gynecologists Washington, D.C., USA

* Rotman Magazine Karen Christensen Rotman School of Management

Award Level: Merit

* Ascend Magazine James Frisbie Sabre Holdings Southlake, Texas, USA

* Citigroup Pb Jeannie Ng Dubbels Time Inc. Custom Publishing, The Citigroup Private Bank New York, New York, USA

* Diseno Revista Interna AlcanceSS Violeta Caro del Castillo Trevino Grupo Financiero Santander Serf in Mexico, D.F.

* Employee Awareness Campaign A N D Design 3M Health Information Systems Salt Lake City, Utah, USA

* PBG Healthy Living Communication Leslie Douwes, Siobhan O'Shea, Jill Rafkin, Todd Lane PBG in partnership with Aon Consulting New York, New York USA

* Scottsdale Insurance Company 2004 Agents' Roundup Tom Tirone/Melanie Cashatt Scottsdale Insurance Company Scottsdale, Arizona, USA

* Take 5 ... Customer Service Commitment Kit Simon D. Covill Westpac Bank New Zealand

CATEGORY: OTHER GRAPHIC DESIGN

Award Level: Excellence

* ABX Air Inc. Corporate Identity/Logo Design Sherri Krazl ABX Air Inc. Wilmington, Ohio, USA

* Big Rock's Jack Rabbit Low Carb Beer Launch Darren Mitchell Phoenix Group Regina, Saskatchewan, Canada

* Suncor's We Love the Winters Here--2004 Arctic Winter Games Brenda M. Erskine Suncor Energy Fort McMurray, Alberta, Canada

Award Level: Merit

* Vision 2004: Vanguard Client Conference Felix Toussaint The Vanguard Group

CATEGORY: INTERACTIVE MEDIA DESIGN

Award Level: Excellence

* MoMAudio: Modern Voices, Visual Descriptions, Modern Kids Acoustiguide and The Museum of Modern Art New York, New York, USA

CATEGORY: OUTDOOR/3-D

Award Level: Merit

* Sticking Up for Breast Cancer Research Hunter Public Relations for 3M New York, New York, USA

STUDENT DIVISION: COMMUNICATION CREATIVE

Award Level: Merit

* A Collage of Cultures Tran Viet Phuong Webster University, Thailand

Sponsorship

IABC could not conduct this world-class awards program without the generous and enthusiastic support of friends like our Gold Quill sponsor, Mercer. Thanks to Mercer for all that they do for this program, for IABC and for the communication profession.

MERCER

Mercer is a global consulting firm that helps organizations use the power of their people to enhance business success. IABC is honored to have Mercer as the 2005 Gold Quill sponsor.

THE BEST OF THE BEST

Shear Success--The Milestone Bale

If there was a business communication case that should make it to the Guinness World Records book, Primerino's case of "Shear Success" is definitely it. This entry was able to take Primerino's single bale of superfine wool and its brand name from obscurity to a position as the best superfine wool in the world, which attracted rival buyers from five countries to compete at auction.

--Rey Anthony David, Jr. and Vitaly Rasnitsyn

One-on-One Communication Training Course

With property assessments rising steadily and sometimes dramatically, how can assessors possibly hope to be popular with their clients? This was the challenge facing the Assessment Services Division of Service Nova Scotia & Municipal Relations. From 2001 to 2003, satisfaction with the Division's customer relations had leveled off and even begun to decline. Because property owners can appeal their assessment (but not their taxes), Assessment Services must face clients and field a huge volume of calls during the four-week appeal period. It was particularly important for Assessment Services to address its sagging customer service scores because it was about to embark on two controversial initiatives.

MT&L worked with Assessment Services to create a customized "One-on-One Communication Training Course" to help their agents better manage the upset, angry and confused property owners who called them. MT&L's entry was outstanding for the rigor of audience analysis, project measurement and solution implementation.

--John Fleming, ABC, MC, and Kristen E. Sukalac

SPECIAL AWARDS

All Gold Quill winners are considered for the IABC Research Foundation's Jake Wittmer Research Award and for the Business Issue Award. Student Gold Quill winners are considered for the Sharon Berzok Student Award.

THE JAKE WITTMER RESEARCH AWARD recognizes outstanding research commissioned or developed by an organizational communicator to effectively develop a successful communication program or project. This year's Jake Wittmer Research Award went to:

Hazelnuts: Creating a Compelling Food Trend Vicki Nesper and Leyla Tandag Publicis Dialog and The Hazelnut Council Seattle, Washington, USA

THE BUSINESS ISSUE AWARD recognizes an entry that exemplifies the most outstanding work and strategic involvement on a critical, current business issue that poses a significant threat to the economic well-being and/or continued viability of the entrant's organization. The entry must present a clear, effective and innovative resolution with measurable results, and serve as a model for other communication projects focusing on this specific business issue. The 2005 Business Issue Award went to:

Introducing Purpose, Values and Behaviors Jill Nash Gap Inc. San Francisco, California, USA

THE SHARON BERZOK STUDENT AWARD is the highest student award given by the IABC Research Foundation. All student entries are considered for this award, which is judged on overall excellence and creativity. The winner receives US$500 for education or professional development. Sharon Berzok was a communication consultant who served IABC on several committees and as a chapter president and board member. Berzok's family, colleagues and friends established this award in her name to recognize talent in young professionals. This year's Sharon Berzok Student Award went to:

A Collage of Cultures Tran Viet Phuong Webster University, Thailand

THE BEST OF THE BEST

Lee Jeans: Vintage Forward to Canada

Lee Jeans returned to Canada's jean pool with an in-your-face guerrilla marketing effort spearheaded by Buddy Lee, a bobble-headed retro icon. To take advantage of a billboard streetcar on Toronto's trendy Queen Street West, Lee Jeans staged 30 impromptu street fashion shows, blanket postering, pop music and sampling, and invited the media to ride the rails on the Buddy Lee-branded streetcar with the Lee Jeans Squad. The program is innovative, creative and, most important, effective in announcing that Lee Jeans are back in Canada.

--David Kistle, ABC, and Warren Bickford, ABC

THE BEST OF THE BEST

Campagne du Parti Bleue/Brasserie Labatt

On behalf of the Labatt's Blue brand, its PR agency in Quebec City, HKDP, found an ingenious way to put the Blue brand in the spotlight precisely at the same time as media were preoccupied with the federal election.

Teaming up with Labatt's advertising and promotion agencies, Marie Morneau, vice president, HKDP, gained client acceptance for the founding of the fictitious "Blue Party" with its slogan "Vote for Fun." Beer drinkers in the targeted 18- to 29-year-old bracket were invited to vote for Jonathan Blue! Humor set the tone as Jonathan crisscrossed the province in his campaign bus, gave daily media briefings, and was featured on the web site.

A side effect of the Blue Party concept was reportedly increased voter interest for the real election among the key young age group,

--Kristen E. Sukalac and John Fleming, ABC, MC

THE BEST OF THE BEST

Hazelnuts: Creating a Compelling Food Trend

"The Hazelnut Americanized: Creating a Compelling Food Trend" campaign used a multifaceted research approach, which included focus groups and extensive quantitative studies. Additionally, it used secondary information from multiple associations to measure success at the consumer level.

Research with consumers shaped the content of this campaign, which was aimed at food-industry decision makers. The actual key messages and facts used throughout the campaign were discovered through initial end-customer research.

As the campaign was being developed, the team consulted with council members, who were the producers, suppliers and processors of hazelnuts. Materials were developed to meet each specific targeted audience's need.

This is an excellent example of a measured communication program that directly affected business results.

--Nicole Trembley and Louise Yates

THE BEST OF THE BEST

Smoke-Free Bars Campaign

This entry exhibited all the hallmarks of excellent communication management discipline, and the final product was creative, engaging and extremely effective. This Work Plan was one of the best-written and easy to follow. Focus group research prior to execution guided this project in a way that set the stage for its success.

It courageously broke the mold of typical government agency communication. It took a chance. The team demonstrated faith in the initial research results, modifying their approach. This led them to a solution that is fun, engaging and on the money?

--John Raatz and Dave Gardner

Introducing Purpose, Values and Behaviors

Different isn't always better, but better is always different, and so it is with Gap's Transformation entry. It has everything a great program should have: a focus on the numbers and a focus on the people who produce the numbers.

This program involved not only a workplace cultural change, but also a change that had to be nurtured and introduced into many different cultures and countries--difficult in any business environment, but monumental in the retail world where turnover and employee morale are always a challenge.

What made Gap's transformation effective, and what other companies can learn from, is that they involved employees and allowed them a voice in the transformation.

There are two ways to lead: by command and by inspiration. Gap led by inspiration. The result, as their numbers prove, shows that employees followed. And by doing so, they led.

--Suzanne Hartman, ABC, APR, and Joe Williams

THE BEST OF THE BEST

The Big Deal: Cingular and AT&T Wireless Merger

I've led or been involved with communication planning for more than 20 mergers in my career, and this is the best I've seen. This entry had excellent ongoing research and measurement, a thorough strategic plan, and incredible tactical implementation that addressed every employee audience segment. In an industry where most mergers result in increased customer churn, this well-executed plan resulted in lower churn than either company had previously experienced. That's a huge bottom-line impact.

--Barbara Gibson, ABC

THE BEST OF THE BEST

Ameristar Casinos 2004 Workplace Giving Campaign

If we had a "Most Improved" category, this entry would win. In the previous year, Ameristar's workplace giving campaign was not coordinated, it lacked focus, it lacked company commitment, implementation was spotty, and participation was well below the national average. But this campaign turned the tide. It was a model for a simple, well-coordinated, highly effective campaign, and the results prove it. The entry contained all the components of good communication: a well-thought-out strategy with research, good variety of media, targeted to the right audiences and with follow-up measurement.

--Lea Peterson and Barbara Gibson, ABC

THE BEST OF THE BEST

Who Will Brand the Charging Bull?

Just think of the greatness of the famed Italian sculptor Arturo Di Modica using two years of his time and $300,000 of his own money not only to sculpt Charging Bull as a symbol of hope for American capitalism, but also to donate it to the City of New York. But that's not all. Makovsky & Company's challenge was to promote it as an art piece that could be auctioned for $5 million!

This is extraordinary work from a committed team. They achieved the almost impossible. Getting full-blast coverage in The New York Times, The Wall Street Journal, The Washington Post and The Financial Times as well as an interview on Kudlow & Cramer on CNBC for this Wall Street icon could not have been easy.

Here's a brilliant example of a public interest project executed well and good strategic use of media relations.

--Bish Mukherjee, ABC

All About U: Brinker 2005 Enrollment

What happens when a multifaceted, multilingual, geographically dispersed organization with more than 107,000 people on the payroll in the U.S. alone issues benefits enrollment material that is so complex and confusing the employees just don't get it? Simple. They try a new game plan and tackle the opportunity from a completely different perspective.

Using clear, consistent messages as a base, take a little tongue-in-cheek humor and blend well with colorful images. Add a mix of communication vehicles and channels--each custom-designed for audience segments--produce, distribute and ... presto! The result is an impressive serving of communication and business results, with a new game plan.

--Alice H. Brink, ABC, APR, and Claire E. Watson, ABC, APR

THE BEST OF THE BEST

I Have Nothing Down There. What About You?

Recognizing that Slovenia had a growing incidence of sexually transmitted diseases, particularly chlamydia, Priva pharmaceuticals launched a unique, creative and slightly controversial campaign to raise awareness among health professionals and prompt youths (ages 16 to 24) to get tested. The campaign featured waiters in youth-oriented bars and cafes wearing T-shirts with the slogan "I have nothing down there. What about you?" Cutting-edge? Controversial? You bet? More important, the campaign resulted in twice the number of tests being done as originally planned.

--David Kistle, ABC, and Warren Bickford, ABC

LEO Today

Great employee e-mail publications are all about reducing the number of messages that flood employees' inboxes every day, not just adding one more to the mix. Stepping back, looking at things from the employee's perspective and noticing how many individuals or departments are blasting messages to everyone in the company is the first step. The next is pulling all that information into higher-value integrated publications that employees are more likely to read.

LEO Today, Lafarge North America's e-mail publication, is a perfect example. The team reduced companywide e-mail traffic on a given day by roughly 75 percent and established a 65 percent readership rate by following this approach.

--Jerry Stevenson

2005 Gold Quill Blue Ribbon Panel

Special thanks to Jane Voisard, 2005 Gold Quill chairman, and thank you to our 2005 Blue Ribbon Panel, which conducted all final judging in San Francisco, California,

Ghazalie Abdullah, Malaysia Rich Barger, ABC, APR, USA Warren Bickford, ABC, Canada William Briggs, USA Alice HI. Brink, ABC, APR, USA Scott Cytron, ABC, USA key Anthony David, Jr., Philippines Marcus Ferrar, Switzerland John Fleming, ABC, MC, Canada Dave Gardner, USA Barbara Gibson, ABC, UK Suzanne Hartman, ABC, APR, LISA Todd Hattori, ABC, USA David Kistle, ABC, USA Paul Matalucci, USA Mary Ann McCauley, ABC, USA Bish Mukherjee, ABC, Australia Lea Peterson, USA Charles Pizzo, APR, USA John Raatz, USA Vitaly Rasnitsyn, Russia Juan Andres Rincon Gonzalez, Mexico Susan Rosthal, USA Christopher Schermer, USA Jerry Stevenson, USA Kristen E. Sukalac, France Nicole Trembley, USA Jane Voisard, USA Jennifer Wah, ABC, Canada Claire E. Watson, ABC, APR, Canada Joe Williams, USA Louise Yates, Canada

THE BEST OF THE BEST

AirUPSers.com

UPS created a video-based intranet portal so that pilots could access company news, corporate messages, and safety and equipment updates. The strategy also delivered to UPS a rapid response mechanism to dispel rumors and misperceptions. Employing video, the chief pilot could speak as personally to pilots as possible, given the distance associated with a dispersed, constantly in-transit workforce. Video offered a degree of personalization unmatched by print in an environment where face-to-face is logistically impossible. This is truly a proactive approach to labor-related communication. While most companies are stifled or plagued with paralysis, UPS sets the standard for maintaining two-way open lines of communication in true technological fashion. In doing so, it effectively takes control of its message and medium.

--Charles Pizzo, APR

SNWA Drought Guides, Fall 2003 and Winter 2004

Water conservation in the desert American Southwest requires effort, forethought and a sense of civic responsibility. Finding ways to motivate a public that's strongly attached to green lawns and lush landscapes--despite the inconveniences created by desert living--isn't easy. The Southern Nevada Water Authority Drought Guide addressed that challenge without nagging or berating the audience. The publication deliberately avoided scare tactics and dire consequences. Instead, it opted for a tone that was nonthreatening, with commonsense suggestions and examples of community residents making small modifications that added up to significant water savings.

--Marcus Ferrar and Paul Matalucci

Lion Nathan Limited 2004 Annual Report

Refreshing blew us away in the publication design annual report category. The agency blended the client's brand perfectly throughout the entire document. The company's purpose is "to make the world a more sociable place," and that attitude is projected from cover to cover.

The use of stunning photographs that feature Lion Nathan's tasty product and smiling executives depict fun. The report features creative, inviting and easy-to-read financial graphs.

The succinct copy blocks make the content easily digestible. The use of an iconic glass throughout the "Sobering Stuff" section, which addresses responsible consumption, workplace safety, environmental issues, community investment and employee philosophies, was unique and effective. The production quality is astounding. The piece is a showcase annual report!

--Nicole Trembley and Louise Yates

2005 Gold Quill Category Coordinators

Special thanks to our category coordinators, who organized the first-tier judging of the Gold Quill entries and managed more than 300 judges around the globe. The awards program would not be possible without their leadership.

Deanna L. Biros, ABC, USA Carmelle D. Boston, ABC, Canada Alice H. Brink, ABC, APR, USA Steve Bryant, ABC, USA Laura O. Burns, USA Jo Curkpatrick, ABC, Australia Laurel E. English, ABC, USA Mark W. Estes, ABC, USA Catherine M. Fazey, South Africa Sheila Foster, ABC, Canada Katherine L. George, ABC, USA Florence S. Giuly-Davis, ABC, Canada Maureen Healey, ABC, Canada Jedi L. Hodak, ABC, USA Jo Langham, ABC, Canada Linda Lee, ABC, MC, Canada Steve Lokker, ABC, USA Greg A. Melvin, ABC, USA G. Gaelyn Mitchell, ABC, USA Amy Morgan, Belgium Jeffrey D. Ory, ABC, APR, USA Juan Andres Rincon Gonzalez, Mexico Terrie A. Santamaria, USA Julie Barrels Smith, ABC, USA Lorraine A. Smith, ABC, Canada Bill Spaniel, ABC, USA Claire E. Watson, ABC, APR, Canada D'thea M. Webster, ABC, Canada Cathleen Wolf, ABC, USA
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