Forensics in the Classroom
Court TV
A cultural phenomenon, forensics has swept the nation and piqued the interest and curiosity of viewers of all ages. Not since the space race has a topic so affected young people's interest in science, both as a subject and a potential career. Recognizing the power of this phenomenon, Court TV: The Investigation Channel created Forensics in the Classroom (FIC), an educational initiative that is the embodiment of the network's endeavor to reinvigorate the study of science among the nation's student population.
Through its extensive research into the forensic science field, Court TV discovered three startling facts. First, in overall science competency, American students rank near the bottom of the list when compared with other developed countries. Second, thousands of teachers were attempting to capitalize on the popularity of forensics by using it in their classrooms as a way to make science more compelling for their students. Finally, Court TV learned that there existed no standards-based curriculum for them to use.
Court TV stepped in to fill a void. As a free educational resource, Forensics in the Classroom satisfies two objectives. It helps teachers bolster their students' interest in science, and provides its cable affiliate partners with a compelling, dynamic public-service initiative they can share with their communities.
The nation's first standards-based, comprehensive forensic science curriculum supplement units, FIC is available through Court TV's Web site (courttv.com/forensics_curriculum). Partnering with the prestigious American Academy of Forensic Sciences (AAFS) and the National Science Teachers Association (NSTA), Court TV crafted FIC to be extremely interactive and enticing to students.
In less than two years, nearly 15,000 teachers in 50 states have registered with the Forensics in the Classroom program, reaching a potential 1.5 million students. FIC has exceeded Court TV's grandest expectations, demonstrating that a cable network, using its unique set of resources, can make a positive and meaningful impact on the educational development of the nation's students.
Our Lifetime Commitment: Stop Violence Against Women
Lifetime Television
One in three women worldwide has been beaten and sexually abused in her life. Every two minutes, a woman in America is sexually assaulted. In the United States, 1 million women are stalked each year.
Violence against women knows no borders, crossing geographic, racial, ethnic and socioeconomic lines. Despite this pervasiveness, for too long violence has been a largely secret and silent problem. Through the public awareness and advocacy campaign — "Our Lifetime Commitment: Stop Violence Against Women" — Lifetime has used the power of the media to shine a spotlight on the issue of violence against women. It has also offered women and their families life-saving information and support, and has encouraged women and men to work together to stop the violence.
Through extensive original on-air programming, online content and community outreach, Lifetime addressed several complex issues related to violence against women. Specifically, the network aired a Sunday night of specially-themed episodes of its acclaimed original dramas, a powerful documentary, episodes of its reality series and compelling PSAs.
Off-air, Lifetime distributed laminated cards (in English and Spanish) with life-saving resource information for women and families around the country. The network also continued to champion important federal legislation that would help put more rapists behind bars. For the second year, Lifetime took the campaign to the nation's capitol for "Stop Violence Week in Washington." In addition, to spread the message farther and wider, Lifetime teamed up with New York City Mayor Michael Bloomberg and key companies in the Times Square Business Improvement District to use their supersigns to salute women and men working to end violence, every Friday evening for a full year.
Students & Leaders
Comcast and C-SPAN
C-SPAN and Comcast teamed up to create a unique, month-long educational experience for Washington, D.C., metropolitan-area students and C-SPAN's national audience through an initiative called Students & Leaders. During the month of May 2003, Members of Congress, Supreme Court Justices, Cabinet officials, Federal Agency heads and major national media figures were invited "back to the classroom" to discuss their lives, insights on leadership and motivations for choosing careers in public service. Two times a day for 20 consecutive weekdays, national leaders interacted face-to-face with students at schools in Comcast's service area.
Students & Leaders offered D.C.-area students an unparalleled opportunity to talk with national leaders, including Justice Sandra Day O'Connor, FBI Director Robert Mueller, NPR correspondent Juan Williams, columnist George Will and Secretary of Education Rod Paige. More than 1,200 students were involved with the program, which stressed the importance of strong, visionary leadership as well as serving one's country through public service.
The Students & Leaders series resulted in a library of 40 programs now available on broadband for free at the project Web site, www.studentsandleaders.org and through Comcast Digital Cable's ON DEMAND service. The project concluded with a scholarship program for D.C.-area high school students. Thirteen scholarships totaling $25,000 were awarded to students.
With 40 national leaders, 40 schools, more than 1,200 students and 13 scholarships, the Student & Leaders series exemplifies the potential of cable programmers and distributors for meaningful education and public service partnerships.
Community
14th Annual Seniors Prom
Cox Communications
Rancho Santa Margarita, CA
The Seniors Prom is an annual "big band dance for all ages." Every year, seniors throughout south Orange County come out to dance the night away and enjoy dinner and entertainment. The climax of the evening is the crowning of the Prom king and queen. The king and queen are the most "seasoned" in attendance. The members of this year's royal court were 90 and 101, respectively. Cox partnered with Turner Classic Movies to bring silver screen legend Mickey Rooney as the evening's special guest. Over 800 seniors were in attendance. More importantly, the event is underwritten by sponsors, which raised $52,500 for South County Senior Service's Meals on Wheels program this year.
16th Annual Fox Sports Net Sports Awards to Benefit the March of Dimes
Fox Sports Net/Chicago
Chicago, IL
In its continuing efforts to make a difference in the lives of families in the Chicago area, Fox Sports Net Chicago and the March of Dimes Birth Defects Foundation held its "16th Annual Fox Sports Net Sports Awards." The dinner and live telecast was held Feb. 10, 2003, at the Palmer House Hilton in downtown Chicago, IL. The event honors top athletes from all of Chicago's pro sports teams, along with a "lifetime achievement" and "inspirational athlete" award. The primary objective for this event was to raise at least $300,000. FSN Chicago ended up raising over $400,000. In the 16 years Fox Sports Net Chicago has held this televised event, the network has raised over $3 million for the March of Dimes.
2003 Comcast Film Festival
Comcast Cable Communications, Inc.
Southfield, MI
The second annual Comcast Film Festival aimed to surpass the success of its inaugural event by creating a diverse lineup for the two-day affair. In partnership with movie studios and cable networks, it included celebrity and character appearances, a film workshop featuring local filmmaker and international actress/producer Vivica A. Fox, cable film premieres and — new in 2003 — major motion picture premieres. Comcast created a grassroots campaign to promote the event. And attendance doubled over 2002 results, with over 6,000 movie fans in attendance, and 450 participants at the VIP reception. Comcast also received significant media coverage with over 50 interviews, articles or mentions. Major movie studios and sponsors have already committed to participating next year.
2003 Comcast Film Festival Web Site
Comcast Cable Communications, Inc.
Southfield, MI
A crucial element of the second annual Comcast Film Festival was the addition of the Web site. In 2002, Comcast call centers were flooded with Film Festival inquiries, so the online resource provided an important alternative. The Web site included sponsor information, celebrity bios and movie trailers. And users could also purchase tickets. Over 14,000 hits were received within only a month-and-a-half. Although 1,000 people picked up tickets at Comcast payment centers, the majority of tickets came from the Web site. All told, some 6,000 people attended the festival, double the 2002 festival's results. Next year's plans include eliminating paper tickets and only offering passes online.
2003 Literacy Campaign
Time Warner Cable
Columbus, OH
Through its annual Literacy Campaign, Time Warner Cable raises funds for local organizations that help adults learn to read. The chief objectives of the 2003 campaign were multifold: to heighten public and customer awareness about the problem of adult illiteracy in central Ohio; to raise money for adult literacy efforts by donating cable installation fees collected during August 2003 to local literacy agencies; and to persuade non-customers to subscribe to cable and/or Road Runner service from Time Warner Cable and in the process, help someone learn to read. The company raised over $32,000 and gained over 15,000 new cable customers as a result of the campaign.
A Taste of…
Comcast
Bellingham, WA
Comcast in Bellingham, Washington, has a long-standing commitment to supporting the local community in ways direct broadcast satellite services cannot. With hopes of bolstering relationships with its customers and the local press, the Local Origination studio created A Taste Of…, a local food and cooking program. Airing daily on the Comcast local origination channel, A Taste Of… focuses on area chefs, bartenders, etiquette experts and all topics relating to eating and food preparation. The first seven episodes have generated 11 newspaper articles and over $30,000 in new incremental revenue.
Animal Planet Expo
Discovery Networks
Silver Spring, MD
Animal Planet, the American Humane Association and cable affiliates across the country teamed up to offer Animal Planet Expo to communities from coast to coast. This animal-friendly event, which visited 14 markets from April through August, was packed with fun and educational activities the whole family could enjoy, including family pets. The main objective of Animal Planet Expo was to support the community outreach efforts, local ad sales goals and broadband sales initiatives of participating affiliates. The tour was extremely successful in achieving these goals with over 158,000 consumers who went through Animal Planet Expo, nearly $2 million in local ad sales revenue, and more than 7,000 digital cable and high speed Internet leads for affiliates.
"Bright Community" Promotion
Bright House Networks, Indiana
Indianapolis, IN
Bright House Networks positively positioned itself to its customers and community by raising funds for five non-profit area charities last year. The company hit upon the idea of donating cable installation fee profits during a two-week time period during the summer. Each non-profit taped a PSA, and spread the word via e-newsletters, flyers and postcards. Press releases were issued to the media, and bill messages were sent to customers, encouraging them to upgrade their services during this two-week window. The result: $21,317 — or a $4,263 check for each charity. The total number of new installations was 1,869, 5% over the average for the period.
Choices and Consequences Web Site
Court Television Network
New York, NY
Choices and Consequences is Court TV's seven-year old public service initiative that empowers youth to make responsible decisions and to contribute positively to society. The Choices and Consequences Web site, launched in spring 2003, aims to use the power of broadband technology to develop and expand the initiative's community-partnerships and educational tools. The Web site allows community leaders, parents and teachers to view and download Choices and Consequences educational videos, companion resource guides and curriculum supplements free of charge. The Web site leverages the initiative's substantive community partnerships by serving as a portal for connecting community, education and governmental organizations around issues that affect young people and their communities.
Clothes 4 A Cause
Time Warner Cable-San Diego
San Diego, CA
The Clothes 4 A Cause campaign provided local men and women with the clothes that they needed to succeed as self-sufficient professionals. Those that are enrolled in non-profit job training programs receive encouragement from their counselors and develop job readiness skills, but they often don't have the clothing that will help them make a good first impression on a job interview. The drive, held during August, encouraged the public to "clean out their closets for a cause." The campaign exceeded all expectations, and Time Warner Cable San Diego achieved the goals of collecting more than 2,000 outfits, increasing the awareness of the effort through the local news media, and empowering the beneficiaries.
Comcast Cares Day
Comcast, Southern California
El Segundo, CA
Given the current budgetary crises in California, there is a lack of resources in the state's public schools for painting, basic upgrades, and supplies. With this in mind, Comcast-Southern California region selected Shenandoah Street Elementary School as the site for the Comcast Family of Companies' third annual, company-wide day of service on Oct. 4. More than 1,000 Comcast and E! Networks employees and their families volunteered for the event, making it the largest Comcast Cares volunteer project ever. Volunteers spent more than 6,000 hours painting, planting and cleaning the learning environment for more than 900 students and 144 staff members. In addition, volunteers conducted a drive to stock the school with enough supplies to last a year.
Comcast Cares Day - California
Comcast - Western Division
San Ramon, CA
Comcast Cares Day is a national day of service for employees of the Comcast family of companies. As part of that, Comcast – Western Division formulated a division-wide plan to maximize all of its resources to make a significant impact on California public schools. Because state lawmakers had proposed over $1 billion in cuts to local education, schools are struggling to maintain funding for the basics, such as salaries, textbooks and school supplies. More than 3,000 Comcast employees, family members and friends spent Oct. 4 volunteering at schools. They logged more than 15,000 man-hours cleaning, painting, and making repairs at 30 different schools across the Golden State, and donated more than $10,000 worth of school supplies.
Comcast Cares Day - Cleveland
Comcast Cable
Elyria, OH
On Oct. 4, 2003, 170 Comcast volunteers descended upon the Elyria YWCA to give the institution a makeover. The effort was part of Comcast Cares Day, a company-wide initiative to partner with the communities it serves. The YWCA is a 100-year-old institution that serves residents of Elyria, and also operates shelters for homeless women and children. Comcast provided 1,000 volunteer hours; $25,000 worth of goods and services; a $7,500 cash donation; new front doors; a state-of-the-art computer lab and a refurbished nursery shed and fence. They also gave the facility and an adjoining homeless shelter an indoor/outdoor painting. Comcast received a proclamation from Elyria Mayor Bill Grace in recognition of it efforts.
Comcast Cares Day 2003
Comcast Corporation
Philadelphia, PA
Since it was initiated in 2001, Comcast Cares Day has become the company's most visible, national community investment initiative. Among the main objectives of the event last year were for the company's systems to be recognized as good neighbors and corporate citizens; to confirm Comcast's commitment to service in its communities; and to work with a local, non-profit partner and use its resources to complete a volunteer service project in each and every community where Comcast employees live and work. Last year, 25,000 Comcast employees and their families donated more than 150,000 volunteer hours. Comcast employees organized 228 community projects in 33 states. And The Comcast Foundation donated $1 million to partner organizations.
Cox 35: Focused on Diversity in our Community
Cox Communications Northern Virginia
Fairfax County, VA
Offering diversity programming in Fairfax County serves a valuable purpose. It educates viewers, promotes cross-cultural understanding, engenders goodwill among communities and serves to reinforce Cox's commitment to the community. By profiling various organizations, Cox focuses on the human-interest angle of each story and therefore captures the attention of its viewers. Furthermore, the programming partnerships have strengthened Cox's ties with important community organizations, opening the doors for future, mutually beneficial projects.
Digital Fingerprinting/Safety Challenge
Court Television Network
New York, NY
Since September 11, 2001, the issue of safety has weighed more than ever on America's conscience. With that in mind, Court TV introduced the programming series Safety Challenge. The interactive program educates viewers on safety issues related to children, travel and the Internet. In 2002, Court TV's affiliate marketing department took the series to a new level by adding a local market component: digital fingerprinting for kids. It supplied free, high-quality fingerprints and a digital photograph to parents in more than 105 markets nationwide. In the process, Court TV created a public affairs initiative that was practical, compelling, and above all, socially relevant.
Everyday Heroes
Cox Communications
Phoenix, AZ
Cox Arizona partnered with the Arizona Interscholastic Association to create the Everyday Heroes Awards Gala. The black-tie event attracted 1,000 attendees and was broadcast live on Cox9 from the historic Orpheum Theatre. It featured CNN's Daryn Kagan, live performances from talented high school students, and nearly $40,000 in scholarships and prizes. Everyday Heroes honored administrators, teachers and students for demonstrating character and honor in outstanding achievement both on and off the field – and it did so in a way that is unprecedented locally or nationally. The event generated sponsorship revenue, television and print media coverage, and endorsements from Arizona's Governor and other community leaders.
Fight For Your Rights: Protect Yourself Sexual Health Campaign
MTV Networks
New York, NY
MTV began its Fight For Your Rights: Protect Yourself Campaign in April 2002 in an effort to inform and empower young people on the issue of sexual health. Fight For Your Rights: Protect Yourself is a multifaceted campaign consisting of on-air programming, local events, a comprehensive resource and referral service that includes an extensive Web site. The campaign encourages responsible decision-making about whether or not to have sex. And it provides information on using protection and getting tested for HIV/AIDS and other sexually transmitted diseases. After an overwhelming on-air and online response, MTV extended its campaign into 2003. Quantitative and anecdotal research shows that the Protect Yourself campaign impacts young people's attitudes and changes their behavior.
Get Schooled Tour 2003
Game Show Network
Santa Monica, CA
Game Show Network's Get Schooled Tour was the most successful community outreach initiative in the network's history. The 14-market tour featured live game shows, college advisors and a total contribution of $150,000 toward higher education. The objective of the Get Schooled Tour was to develop an entertaining event while providing a positive community impact for all partners, which included Bank of America Student Banking, Comcast and Charter Communications. With over 25,000 participants, substantial press coverage and the opportunity to emphasize education, the tour was one of Game Show Network's proudest moments. Bank of America Student Banking will be a title sponsor again in 2004, and Comcast has indicated its interest in playing a larger role in 2004 well.
Global World AIDS Day Concert
MTV
New York, NY
As part of the Fight For Your Rights: Protect Yourself sexual health campaign, MTV and MTV International joined forces to commemorate World AIDS Day (Dec. 1) at a time when half of all new HIV/AIDS infections occur in people under the age of 25. The Global World Aids Day Concert they created was done in partnership with the Levi Strauss Foundation, the Bill and Melinda Gates Foundation, the Paul G. Allen Charitable Foundation, YouthAIDS, PSI and UNAIDS. And it was televised simultaneously from Seattle, Wash., and Cape Town, South Africa. The 90-minute event was broadcast rights-free and commercial-free to hundreds of millions of viewers worldwide and 14 million domestically, bringing critical attention to this global epidemic.
Houston Helping UNICEF
Time Warner Cable-Houston
Houston, TX
Time Warner Cable-Houston annually supports Trick-Or-Treat For UNICEF. But in 2003 it took a hands-on approach by partnering with Cartoon Network to offer YMCAs, key clubs and schools the challenge of competing with each other to raise the most funds for UNICEF and win a pizza party and cash prize. The idea behind the challenge was for "kids to help kids" while learning about foreign places and community service. The main objective was to raise funds for the eradication of polio. Time Warner Cable also wanted to increase awareness for the cause and gain the support of the media. Its efforts and fundraising challenge helped raised $50,000 for UNICEF in the Houston area.
Ice Breakers
Time Warner Cable
Rochester, NY
Time Warner Cable-Rochester Division launched its first Ice Breakers girls youth hockey program. The objective was to create a premier, introductory ice hockey program for 50 young girls in western New York that would be free of charge. Time Warner Cable and its two partners in the program — Oxygen and Rochester's American Hockey team — geared up the Ice Breakers with $6,000 in equipment, jerseys, ice times and even free pizza at the end of each clinic. Coaches from U.S. hockey and the local community donated their time to give the girls a full ice hockey experience. By creating this quality youth program, Time Warner Cable helped build a strong foundation for future involvement in the sport of ice hockey.
John's TV
Comcast Cable Communications, Inc.
Detroit, MI
In Detroit, it is commonplace for residents to walk out their front door and see prostitutes canvassing customers or to find condoms on their lawns. And if they're careless enough to leave the front lights off, they might wake up to find prostitutes using their porches as their own private bordellos. Detroit law enforcement officials knew they needed more than the threat of arrest to battle the rise of prostitution in their city. That's when Comcast stepped in, joining hands with Detroit cops and county prosecutors to create the ultimate Fear Factor for men thinking about soliciting a prostitute within the city limits. It's the ultimate in reality television: John's TV — a program that reveals the dirty little secret no man wants his family to discover.
Learning Together! Public Affairs Initiative
ABC Cable Networks Group
Burbank, CA
ABC Cable Networks Group introduced the Learning Together! public affairs initiative in April 2003 to improve children's learning and personal growth through family involvement. The ABC Cable unit — which includes ABC Family Channel, Disney Channel, SOAPnet and Toon Disney — aimed to give school-age children and their families opportunities to "learn together." Whether reading to pre-schoolers or engaging parents in an open dialogue with their teenagers, Learning Together! enables ABC Cable and its cable affiliates to make an impact on the learning potential of children in local communities. It was created in response to reports stating that "lack of parental involvement" in children's learning is the No. 1 dilemma facing our educational system.
Long Beach Loves Women 2003 Breast Cancer Awareness Outreach
Charter Communications
Long Beach, CA
Charter Media of Long Beach teamed with the mayor and local sponsors to raise awareness and funds to help fight breast cancer during the 2003 Long Beach Loves Women Breast Cancer Awareness Outreach.
Over 3,000 30-second PSAs featuring Long Beach Mayor Beverly O'Neill and local advertisers reminded viewers of the importance of early detection. Charter also produced a one-hour Local Origination TV special on surviving breast cancer and built a supporting Web site to educate and inform visitors. Partnering with local businesses to organize seven separate fundraising events, Charter succeeded in raising over $10,000 for The Breast Center at Long Beach Memorial Hospital, the region's leading breast cancer research and treatment facility.
Lyme Disease
Charter Communications
Newtown, CT
Charter Communications wanted to use the advantages of cable technology, through video production and community television networks, to bring more information about Lyme Disease to the viewers within and without of the franchise area. To accomplish this, Charter partnered with community organizations and produced a mobile production truck shoot that gave information about the cognitive, neurological and psychiatric symptoms of Lyme Disease. The program was cablecast throughout National Lyme Disease Awareness Month. Community members contacted Charter for duplicate tapes. Six months after the program's initial cablecast, Charter still receives thank-you letters, e-mails and requests for videotapes of the program.
Mobile Investigation Unit 2003
Court Television Network
New York, NY
The Mobile Investigation Unit (MIU) is Court TV's public affairs/promotional tour, co-produced by the Children's Museum of Manhattan. In 2003, the MIU presented The Digital Mystery. Kids and parents were invited to a shared learning experience about science. It encouraged kids' natural curiosity and interest in puzzle solving. Participants solved a caper, starring the Kloos family, by using real forensic techniques. Also on-site at each event, the Klaas Kids Foundation for Children provided free, confidential digital fingerprinting, and Frank Lee Forensics performed science experiments families can do together at home. By removing forensics from the context of violence, the MIU demonstrated that children and parents share an interest in science and mysteries, and afforded them smarter, educational and appropriate content to enjoy as a family.
MTVNews.com "Conflicts in the Middle East"
MTV
New York, NY
MTVNews.com's coverage of the war in Iraq had three key goals. MTV wanted to bring young people up to speed on the issues, politics and key people involved. It wanted to show how the war was affecting the friends, brothers, sisters, husbands and wives of the MTV audience, who formed the bulk of the fighting force. While most media outlets focused their attention on the Pentagon and briefings from generals, MTV wanted to connect the audience with young people like themselves who were serving in the conflict. Finally, MTV wanted to create an interactive environment where both support of the war and dissent could be voiced, while emphasizing respect for the people who were doing their duty overseas.
Music Wars
TechTV
San Francisco, CA
Tech TV created its Music Wars campaign as part of its song-swapping educational initiative. It assembled a one-hour special entitled Music Wars,
which outlined the song-swapping debate from all sides. Immediately following Music Wars, Tech TV aired the live, town-hall style program Music Wars: Open Mic. Tech TV invited record executives, musicians, digital rights activists, peer-to-peer network and for-pay online music service operators, and people facing lawsuits from the RIAA to partake in a live 90-minute discussion about the controversy. The most significant effect of the campaign occurred when Congress included Music Wars
in a recent educational forum on peer-to-peer networks in order to inform Senators, Representatives and their aides.
New England Region Comcast Cares Day
Comcast
Allston, MA
Comcast's commitment to excellent corporate citizenship gleamed as the company implemented its first annual Comcast Cares Day event throughout the New England region. Essentially a newcomer to the Greater Boston and Greater Hartford areas, Comcast garnered employee and civic response that was far above expectation. Nearly 30%, or 1,360 employees, turned out to volunteer at 18 service organizations across the region. Thirty-two public officials including Mayor Menino of Boston and U.S. Representatives Larson and DeLauro of Connecticut recognized the company for its efforts in person. Another 23 recognized the company's efforts through official citations, resolutions and proclamations. Plans for the event in the new region were such a success that Comcast founder Ralph Roberts appeared to greet employees in the Boston area.
Our Lifetime Commitment: Stop Violence Against Women
Lifetime Television
New York, NY
Lifetime Television's Our Lifetime Commitment: Stop Violence Against Women campaign is dedicated to using the power of the media to raise awareness about the vast problems of domestic abuse and sexual assault and to change laws and lives for the better. In this initiative, Lifetime works with leading non-profit organizations, affiliate partners, corporations and government officials to create extensive original on-air programming, online content and community outreach. The campaign offers lifesaving information and support, promotes passage of progressive national legislation and encourages both women and men to work together to stop the violence.
PictureBook PlayLand
Comcast
San Rafael, CA
The PictureBook PlayLand campaign was developed to create a children's television series that features local kids and promotes the joy of reading. It creates an educational experience for kids that generates excitement about learning. And it enhances the image of Comcast by promoting PictureBook PlayLand through press releases, video spots and a free public event tied to the series. Each year Comcast Cable invites more than 100 local school children to its studio to participate in the PictureBook PlayLand
series. Each half-hour segment features three to four picture books and a sing-along. It is a program with heart that speaks to parents, educators and the community at large.
San Diego's 50 Best Moms
Time Warner Cable-San Diego
San Diego, CA
San Diego's 50 Best Moms honors local mothers, who are everyday heroes for the selfless work they perform for their families and communities. Students write a 500-word essay on why they think their mom is the best. The top 50 essays are then selected, and 50 moms along with three guests are invited to a free luncheon in their honor. Each mom receives $500 in gifts from sponsors, and the three students with the best essays win a computer with high speed access for one year. This event helps the division successfully reach key audiences: educators, students, government officials, journalists, cable executives and moms.
Save Our History: Save Our Sounds
The History Channel
New York, NY
Imagine America with the sound turned off. A critical part of our heritage would be lost in silence. Save Our History: Save Our Sounds is an interactive Web site that examines efforts to preserve priceless historical sounds for future generations — from the speeches of JFK to the first recording of "We Shall Overcome." The site uses streaming video and audio, shifting graphics and a complete Teacher's Manual to invite community members, families, teachers and students to explore a vast array of recordings that chronicle our diverse cultural heritage. And the Own a Guitar Signed by a Star E-Bay auction encourages site visitors to get personally involved in preservation efforts.
Sexual Health Public Service Announcements
MTV
New York, NY
One of the most visible parts of MTV's Fight For Your Rights: Protect Yourself sexual health campaign is the series of innovative PSAs that have aired throughout the year. Using creative approaches geared to reach its diverse audience, the PSAs focus on the challenges and risks of sexual relationships, expressing sexuality and maintaining sexual health. MTV has worked with the Kaiser Family Foundation to ensure that the PSAs reflect the most up-to-date information. The PSAs have played a large role in compelling record numbers of young people to visit the Protect Yourself Web site, call the campaign hotline, and change their sexual health behavior.
SOAPnet's Talk It Over Soaps
ABC Cable Networks Group
Burbank, CA
In 2003, ABC Cable Networks Group introduced the Learning Together! program, a public affairs initiative designed to improve children's learning and development through family involvement. In support of that mission, SOAPnet developed SOAPnet's Talk it Over Soaps, an interactive program designed to help teens and their parents open the lines of communication on important issues like drug use, divorce and sexuality. The program features a lively panel comprised of counselors from the American Counseling Association and local community and government officials. The panel strives to teach families how to use every-day occurrences, such as soap opera storylines, as conversation starters to keep discussions flowing in the household.
Students & Leaders
Comcast
Silver Spring, MD
Comcast teamed up with C-SPAN during May 2003 to create a unique, month-long public affairs initiative called Students & Leaders. Members of Congress, Supreme Court Justices, Cabinet officials, Federal Agency heads, and major national media figures were invited "back to the classroom" at schools in Comcast's service area to discuss their lives, insights on leadership and motivations for choosing careers in public service. Two times a day for 20 consecutive weekdays, national leaders interacted face-to-face with students at Washington, D.C., area schools. In addition, Students & Leaders offered 10 scholarships totaling $25,000 to D.C.-area students. That means 20 weekdays, 40 leaders, 40 schools…and one powerful month of community outreach!
Students and Leaders
C-SPAN Networks
Washington, DC
During May 2003, C-SPAN aired a series of hour-long, educational television programs with key national leaders discussing their careers and leadership. C-SPAN teamed with Comcast Cable on the initiative, which involved 40 D.C.-area high schools. A variety of national figures – including Justice Sandra Day O'Connor, Governor Mark Warner, NPR correspondent Juan Williams, Secretary of the Interior Gale Norton, FBI Director Robert Mueller and columnist George Will — discussed leadership and their commitment to public service at the schools. C-SPAN cameras recorded the events so these lessons in leadership could be shared with students across the country and with C-SPAN's national viewing audience.
The Division — "Testimonial"
Lifetime Television
New York, NY
As part of the Our Lifetime Commitment: Stop Violence Against Women campaign, Lifetime network worked hand-in-hand with its non-profit partners to identify eight diverse women in the Los Angeles area who had experienced rape. This small coalition of advocates and survivors helped guide the executive producer of Lifetime's series The Division
in an episode that addressed rape and sexual assault. The moving, hopeful stories of these survivors were incorporated into the episode, which garnered the series' highest rating of the season, a 3.4 household rating (over 2.9 million households). The show was seen by 3.6 million viewers.
The Protect Yourself Campaign Web Site www.FightForYourRights.MTV.com
MTV
New York, NY
To augment its Fight For Your Rights: Protect Yourself sexual health campaign, MTV worked with the Kaiser Family Foundation to develop one of the most comprehensive sexual health sites for young people on the Internet. The site features information on sexually transmitted diseases, birth control and ways for young people to take action in their communities. With nearly 1.5 million unique visits to date, the site has given young people easy access to the valuable information they need to protect themselves and has connected many to local HIV/STD testing facilities. Its recent Protect Yourself National Sex Ed contest attracted more than 14,000 online submissions while running for just two weeks.
Time Warner Cable's Field Day
Time Warner Cable/Milwaukee
Milwaukee, WI
Time Warner Cable in Southeastern Wisconsin created its first ever Field Day customer appreciation and education event at Miller Park. The public event was free and included demonstrations of Time Warner Cable's services — such as the DVR, HDTV, iControl, digital cable and Road Runner High Speed Online — along with interactive exhibits with cable programmers, tours of Miller Park and photographs with celebrities. As many as 3,500 people attended the event and hundreds of sales were generated from the big day. The Field Day offered a perfect opportunity for the company to showcase products and create a fun event for residents throughout the 131 communities served by the Southeastern Wisconsin division.
Wisconsin on Demand
Time Warner Cable/Milwaukee
Milwaukee, WI
Time Warner Cable Milwaukee Division has created a new digital channel called WIsconsin on Demand (WioD) to bring viewers a great way to learn about Wisconsin's people, places and happenings. It is a unique, on-demand digital channel, and its programming is entirely local, all the time. It showcases programming on local sports, arts and entertainment. In addition to sports features from the Bucks, Brewers, Packers, Marquette and UW-Madison, there are programs about local neighborhoods and student concerts along with mini-travelogues about places to visit in Wisconsin. Those offerings air on Channel 1111. Joining WIsconsin on Demand is Learning on Demand (Channel 1112) with courses from local higher education institutes.
Customers
2003 Comcast Value Spots
Comcast Southern California
El Segundo, CA
Comcast created Value Spots to offset the negative press surrounding annual rate adjustments, pressure from the competition and concerns from local franchise authorities. These 30-second spots were produced in-house and featured employees on the job. The idea behind this campaign was to leverage its local employees to remind customers and local officials of the value of cable. The goal was to reduce churn and shape the "stories" with messages that reinforced Comcast's commitment to diversity and localism. The series included over 20 spots in English and Spanish and played throughout the region across channels with ad avails.
Bright House Networks "Name Change"
Bright House Networks, Indiana
Indianapolis, IN
Bright House Networks wanted to do more than change its company name. It wished to help change the image of the company as well, offsetting the perception that cable companies are large, profit-seeking corporate entities. Bright House's introductory campaign was full of bright, warm images that showed it is a caring part of the community and interested in providing good service and excellent products. It honored its customers by focusing its messages directly to them. It also unveiled its new name in the home of a customer in a transitional, middle-class neighborhood. This was a very important step in "walking the talk" of its new campaign.
Cable Challenge
Time Warner Cable-San Diego
San Diego, CA
With the Cable Challenge, Time Warner Cable's goal was to create a multi-faceted campaign which included video promotional spots and an interactive online component to educate customers about the company, drive traffic to the company's Web site and increase revenue. Time Warner Cable created a fun series of questions and answers that used humor to clearly communicate information about its products, services, customer service standards and community involvement. The campaign caught the attention of customers. As a result of airing the series of spots several thousand times and distributing collateral materials in the lobby and at street fairs, over 5,000 customers took the Cable Challenge online. Most importantly, Time Warner Cable saw increased subscriber growth in all products and services featured in the Cable Challenge during the three-month period.
Cable Challenge Promotional Spots
Time Warner Cable-San Diego
San Diego, CA
Time Warner Cable's goal was to create a series of video promotional spots that educate its customers about the company and drive them to its Web site to take the Cable Challenge. It created a fun series of question-and-answer spots that use humor and obvious answers to clearly communicate information about its products, services, customer service standards and community involvement. The series of spots grabbed the attention of its customers. As a result of providing the campaign with substantial airtime during the three-month period, 5,100 customers took the Cable Challenge online. Most importantly, Time Warner Cable saw increased subscriber growth in all products and services featured in the Cable Challenge during the three-month period.
Comcast Family Toon Day
Comcast of Montgomery County
Rockville, MD
The 11th annual Comcast Family Toon Day transformed the grounds of Strathmore Hall Arts Center into a cartoon dreamland. Attended by more than 10,000 children and their families, Comcast Family Toon Day is one of the fall's premier family events. While the event is free, a portion of the proceeds from food sales is donated to Strathmore Hall. This year's Toon Day raised more than $12,000 for this worthy organization.
Digital Express
Time Warner Cable
Kimberly, WI
Time Warner Cable's Green Bay division created its Digital Express mobile vehicle as an educational tool that would promote Time Warner Cable as the leader in video and data technology. Digital Express makes appearances at various events in the Green Bay area, and those who hop aboard are given a "hands-on" experience with service options like high-speed Internet, digital video recorders and video on demand. The hope was that Digital Express would help the system break down the barriers to new technology adoption and leverage retail partnerships and advertising relationships in the process. Since its December 2002 launch, an estimated 700,000 people have seen or experienced Digital Express.
Digital Fingerprinting Events
Court Television Network
New York, NY
Court TV's Digital Fingerprinting Day is a promotion designed to provide parents with necessary tools and information to keep their children out of harm's way. Court TV offers families free digital fingerprints and pictures as a means of demonstrating accurate identification for children around the country. This turnkey promotion is also offered up to affiliates, giving them the opportunity to provide services that positively impact their community. The success and popularity of this relatively new program are self-evident: Court TV has partnered with local cable operators on more than 105 digital-fingerprinting events — fingerprinting more than 75,000 kids across the country in the process.
Digital Phone Launch
Time Warner Cable
Portland, ME
When Time Warner Cable launched Digital Phone service in Maine, it was the first facilities-based launch of Voice over Internet Protocol (VoIP) in the country. Digital Phone offers consumers a new choice in residential phone service that includes unlimited local and nationwide long-distance calling for one low price on one bill. Creating customer awareness about the value and benefits of this service through a variety of marketing and public relations tactics was the key to a successful product launch that exceeded the division's year-end goal. Take rates are exceeding expectations, while churn has been lower. This positive response reinforces the quality and reliability image that Time Warner Cable and the cable industry have been striving for.
Ice Storm Crisis Campaign
Time Warner Cable
Charlotte, NC
On Dec. 4, 2002, an ice storm in the Charlotte area left over 300,000 Time Warner Cable customers — 78% of the division's entire subscriber base — without cable and/or high speed data services. It became immediately clear that fast, accurate communication with customers needed to be a top priority. Finding itself in the midst of a crisis without a crisis-communication plan, the division used a combination of press releases and media coverage, print advertising, a Web site and personal phone calls to demonstrate its concern for the community and to give customers information regarding their service repair. That helped the company ensure that its customers recovered from the storm feeling positively about Time Warner.
Local Like No Other Campaign
Cox Communications, Inc.
Roanoke, VA
Cox Roanoke's current and potential customers were offered local broadcast stations by satellite providers in July of 2003. To ensure the impact of what is called "local into local" was minimal, Cox Roanoke's public relations and marketing teams sought to communicate cable's competitive advantages to its current and potential customers. Through a full media campaign designed to focus on its most significant competitive advantage, Cox Roanoke created Local Like No Other, a communications campaign.
National Guard Partnership
Cox Communications New England
Cranston, RI
Over the years, Cox Communications New England has partnered with the Rhode Island National Guard on a number of projects, and 2003 was certainly no exception. On February 14, 2003, Cox hosted a long-distance Valentine's Day celebration for families with loved ones overseas and issued nearly 3,500 prepaid, long-distance phone cards to the Guard and other military personnel. In April and November 2003, Cox partnered with the National Guard and Lt. Governor Charles Fogarty to videotape family greetings that were sent to deployed soldiers. And on May 22, 2003, Cox3 cablecast Homeland Security: Are We Prepared?
a live, educational town meeting that was produced in cooperation with the Rhode Island National Guard.
Our Lifetime Commitment: Stop Breast Cancer For Life
Lifetime Television
New York, NY
As part of Lifetime Television's advocacy campaign, Our Lifetime Commitment: Stop Breast Cancer for Life, the network produced three new public service announcements in 2003 that featured real breast cancer survivors. The survivors were young and old and from several ethnic groups. They were given the opportunity to speak from the heart and convey their hopes to all Lifetime viewers. The spots, overseen by experts from the National Alliance of Breast Cancer Organizations, give life-saving information about "the tools of breast cancer detection" and encourage viewers to learn more at lifetimetv.com or by calling toll-free at (888) 80-NABCO.
Play Ball With Comcast and the Lake Elsinore Storm
Comcast, Southern California
El Segundo, CA
In the spirit of pooling resources toward a set of common goals, Comcast's Corporate Communications and Original Programming Departments in Southern California partnered with the Lake Elsinore Storm Minor League Professional Baseball Club in 2003 to develop significant high impact exposure for each other. This resulted in high-visibility branding for Comcast at every home game of the season. In exchange, the system created a four-episode program promoting the Storm. There was also a promotional giveaway of 2,500 Comcast branded collectors edition baseball trading card sets, stadium signage, print advertising, and free ticket giveaways for Comcast customers and employees. Many of these elements were applied toward a major "Comcast Night" event at the stadium.
Senior Assistance Plan
Cox Communications, Inc.
Baton Rouge, LA
Cox Communications of Baton Rouge created an innovative way to provide a Senior Assistance Plan to serve a segment of the customer base that had so long been underserved. The system partnered with the local Council on Aging to offer lower-income senior citizens a discount on basic cable. Cox was not only able to assist those in need, but also showcased Cox as a "customer-friendly" role model to other companies. Commendation by the Louisiana State Legislature on the launch of the senior discount, as well as the overwhelming number of seniors taking advantage of the assistance, has helped to brand Cox as a friend to their customers and community.
Southern New Jersey Customer Service Center Expansion
Comcast Cable Communicaitons, Inc.
Oaks, PA
Comcast Cable has taken great strides to improve the service for customers in New Jersey, including a $3 million, 30,000-square-foot expansion of its southern New Jersey customer service center. The improved facility dramatically enhanced the level of service and satisfaction — as well as the local economy — by adding 115 new customer service jobs. A grand opening celebration was created for more than 100 guests, including representatives from the U.S. Senate, New Jersey State Legislature and other opinion leaders. In the weeks surrounding the event, stories appeared in the leading newspapers for South Jersey reaching more than 1.9 million readers. With newspaper headlines like: "Comcast vows not to forget its customers," the message was successfully spread throughout the area.
Time Warner Cable — The Hottest Ticket in Town
Time Warner Cable/Waco Division
Waco, TX
The Waco Division of Time Warner Cable held a first class, hands-on event in order to get their newest premium services in front of people. The objective was for customers to be able to touch, feel and experience the video-on-demand services, the digital video recorder and Road Runner High Speed On Line. By depicting a movie theme throughout the event, Time Warner Cable positioned itself as the Hottest Ticket in Town. The event had more than 350 attendees and received much positive publicity from both broadcast and print news. Subscriber growth and retention were also achieved from the event. The hands-on demonstrations increased awareness of the company's services, and the overall high-tech environment reinforced the image of Time Warner Cable as a corporate technology leader.
www.timewarnerwi.com
Time Warner Cable/Milwaukee
Milwaukee, WI
Time Warner Cable of Milwaukee redesigned its company Web site, in an effort to provide concise and robust product and service information. Particularly, the Web site featured new customer-friendly features that allow individuals to ask questions online, order services online, and pay bills online… truly a one-stop shop. Time Warner Cable's Web site has generated new sales for the company and decreased calls into the call centers, while providing more convenience to the customer and improving the company's image in the community.
www.twcol.com
Time Warner Cable
Columbus, OH
Time Warner Cable, Columbus Division, wanted to increase the usefulness of its Web site for customers and potential customers in order to reduce phone volume and trouble calls. It enhanced its site with address-specific product, pricing and channel information, trouble-shooting diagrams, and online sales ordering and bill-payment options. The new features, along with improved navigation, resulted in significant increases in new and repeat visitors. A growing percentage of sales were made online, and a reduction in call volume was achieved.
Education
2003 James McBride Tour
Comcast
Tuscaloosa, AL
According to the Reading is Fundamental Organization, more than 44 million adults in the U.S. are considered functionally illiterate. In the spring of 2003, best-selling author/musician James McBride (The Color of Water: A Black Man's Tribute to His White Mother) and Comcast began discussions about taking a message promoting literature and music to high school students. With a 25-city tour already planned for September 2003, it was agreed that Comcast would sponsor symposiums featuring McBride and his band at high schools in 12 Comcast markets. With a few extra days in the schedule, Comcast decided to bring McBride and his band to Tuscaloosa, Ala. — an unplanned stop. The company serves approximately 39,000 customers and employs 100 people in the market.
Behind the Scenes at CNN
Turner Network Sales, Inc.
Atlanta, GA
Behind the Scenes at CNN is the network's annual, in-class, online, and community-based educational program showing high school students how television news works in the 21st century. This exclusive, educational initiative provided a once-in-a-lifetime experience for students within participating communities, maximizing the power of some CNN affiliates such as Cablevision, Charter, Comcast, Time Warner Cable and Oceanic Time Warner. High-speed Internet connection and CNN's global newsgathering resources were combined to provide an interactive classroom curriculum, a live, international learning event and a competition trip. More than 1,500 students from 40 high schools in 12 major markets across the country received an in-depth, "behind-the-scenes" tour of CNN.
Choices and Consequences Oklahoma City, Oklahoma, Straight Talk About Marijuana
Court Television Network
New York, NY
The Choices and Consequences, Oklahoma City, Oklahoma, Straight Talk About Marijuana
program was produced by Court TV in conjunction with the White House Office of National Drug Control Policy and Cox Communications. Hosted by Court TV anchor, James Curtis, this program features an engaging dialogue on marijuana, including perceptions of the drug, its risk and the impact it has on the lives of users and their families. More than 140 teens from six local middle and high schools in Oklahoma City and prevention and treatment experts participated in the discussion. The episode also provides resources for teens, families and educators.
Comcast Cares Day: Family Literacy Jamboree
Comcast Cable Television
Naples, FL
The Comcast Cable Family Literacy Jamboree increased awareness about the importance of reading and encouraged participation in the area's adult-literacy programs. The event, which was part of Comcast Cares Day, was hosted at Shadowlawn Elementary School, a Governor's literacy initiative grant recipient. The event highlighted Comcast's ongoing support for education through its Cable in the Classroom and High Speed Internet for Education initiatives and the nine TV networks on its lineup devoted to education and learning. The jamboree drew more than 1,500 participants, highly favorable media coverage, acknowledgements from state and municipal authorities and, most importantly, more than 100 adults signing up for the literary training program.
Comcast Kids Holocaust Education Program
Comcast of Montgomery County
Rockville, MD
The Comcast Kids Holocaust Education Program is a lesson in "living history," which tours Montgomery County High Schools each March when students are in the midst of studying World War II. The program featured Steven Spielberg's award-winning documentary, "Survivors of the Holocaust." Afterward, students meet with a local Holocaust survivor to not only discuss their unique experience as a survivor, but also to explore the dangerous implications of apathy and intolerance. In this past year, the program has touched more than 1,200 lives. It is Comcast's hope that this program will help mold a new generation of young adults who not only embrace diversity, but also seek opportunities to celebrate one another's cultural differences.
Comcast Leaders of Tomorrow Scholarship Program
Comcast Corporation
Philadelphia, PA
Each year Comcast and The Comcast Foundation commit a significant portion of their resources to motivating young people to achieve their potential, to be involved in their schools, and to be catalysts for positive change in their communities. The Comcast Leaders of Tomorrow
Scholarship program recognizes students who exemplify these skills and abilities through their high school careers and who serve as models for their fellow students. In 2003, The Comcast Leaders of Tomorrow Scholarship program awarded 889 scholarships to students in nine states.
To date, the program has recognized more than 1,800 students for their service to their communities. More than $1.8 million has been awarded to students in local communities since the program's inception.
Comcast Presents James McBride
Comcast
Atlanta, GA
Each year, thousands of middle and high school students in the U.S. who are discouraged by their inability to "make the grade" choose to drop out of school. In 2003, Comcast and best-selling author-musician James McBride joined forces to spread the message of the importance of reading – music — to at-risk students in local communities all over the U.S. Using a relevant and relatable format to promote literacy, literature, and music education to high school students, the James McBride "Riffin'& Pontificatin' " tour made stops and conducted symposiums at 12 high schools in Comcast markets across the country, identifying these three key elements as ingredients not only to a successful education but to lifelong learning and achievement as well.
Comcast/VH1 Save The Music
Comcast Cable Communications, Inc.
Berlin, CT
This year marked the successful culmination of Comcast and VH-1's efforts to restore music education programs in all Hartford public schools. The two companies have donated a total of $250,000 worth of musical instruments to 10 public schools in the Hartford community since forming a partnership in 2000. An exceptional network of partnerships included an annual community event, The Taste of Hartford; the local CBS affiliate; a local music shop; the City of Hartford; and the State of Connecticut. Comcast and VH-1 created an outstanding environment in which to raise public awareness for music education and produce one of the most successful instrument drives in the country.
Defining Moments
Michigan Government Television
Lansing, MI
Michigan Government Television (MGTV), a non-profit cable network that covers all branches of Michigan's state government, created a special educational initiative that reached out to students — a segment of the TV audience that is not usually interested in the legislative sessions and other government proceedings that are the mainstay of the network. MGTV created curriculum materials that focused on the debate that took place during World War II concerning the nation's need for security and its need to protect the civil rights of its citizens — most specifically the internment of Japanese-Americans. The project included a documentary video, supporting print materials, and lesson plans. Through attendance at several education-related conferences, mailings, and on-air promotion, MGTV has now distributed well over 200 copies of its materials to teachers.
Discovery Channel Celebrates the 100th Anniversary of Flight
Discovery Networks
Silver Spring, MD
Discovery Channel's celebration of the 100th
anniversary of flight provided an ideal platform to launch an integrated educational outreach campaign. The effort included related, but mutually exclusive tactics from two different units within the company. The Discovery Channel School division created a classroom video kit called The Science of Flight, the Spirit of Innovation. One free copy was provided to every public and private middle and junior high school in America. Meanwhile, Discovery Networks Affiliate Sales & Marketing created a national, science-based contest called the Discovery Channel Young Scientist Contest, which kids could enter by logging onto the Discovery Web site. A grand prize winner was randomly selected to win a trip to flight camp and host a Discovery interstitial.
Disney Channel's Imagineer That!
ABC Cable Networks Group
Burbank, CA
Disney Channel's Imagineer That! is part of Learning Together!, a national public affairs initiative from ABC Cable Networks Group. It was developed to enhance and improve children's learning and personal growth through family involvement. In 2003, Disney Channel joined forces with Mediacom, Oceanic Time Warner, Cox Communications, Insight Communication, Adelphia Cable and Charter Communications to bring Imagineer That! assemblies to local elementary and middle school students and their parents to help students unleash their creativity.
Everyday Heroes
Cox Communications
Phoenix, AZ
Cox Arizona partnered with the Arizona Interscholastic Association to create the Everyday Heroes Awards Gala. A black-tie event broadcast live on Cox9 from the historic Orpheum Theatre, Everyday Heroes featured CNN's Daryn Kagan, live performances from talented high school students, and the presentation of nearly $40,000 in scholarships and prizes. Everyday Heroes honored administrators, teachers and students for demonstrating character and honor in outstanding achievement both on and off the field. The Everyday Heroes Gala, with attendance of more than 1,000, honored character in achievement at the high school level. It strengthened Cox's position among educators, elected officials and the community. And it generated sponsorship revenue, media coverage and endorsements from Arizona's Governor and other community leaders.
Forensics in the Classroom
Court Television Network
New York, NY
Court TV is helping more than 8,500 teachers ignite an interest in science in more than a million students nationwide through its Forensics in the Classroom initiative. This is the nation's first comprehensive, standards-based forensic science curriculum supplement. And it is available through Court TV's award-winning Web site. Through this engaging, multimedia and fully interactive initiative, Court TV provides an outstanding educational resource free of charge to the nation's under-funded public-education system. Furthermore, because this program generates tremendous local and national press, teachers and students receive some much needed attention for the good work that they do in classrooms across America.
Forensics in the Classroom Web Site
Court Television Network
New York, NY
Key to Court TV Forensics in the Classroom initiative was its supporting Web site. According to the network, this project provided the first comprehensive, standards-based forensic science curriculum supplement units in the U.S. And it's made available through the award-winning Web site. Through this engaging, multimedia and fully interactive initiative, Court TV provides the educational resource free of charge to the nation's public education system. Because Forensics in the Classroom generates media attention, teachers and students receive some much needed attention for the good work that they do in classrooms across America.
Get Schooled Tour 2003
Game Show Network
Santa Monica, CA
Game Show Network's Get Schooled Tour was the most successful education initiative in the network's history. A 14-market tour featuring live game shows, college advisors and $10,000 in college tuition per market, the Get Schooled Tour 2003 contributed $150,000 towards higher education. The objective of the Get Schooled Tour was to develop an entertaining event while providing a positive community impact for all partners, including Bank of America Student Banking, Comcast and Charter Communications. The initiative attracted over 25,000 participants and substantial press coverage. Bank of America Student Banking was so pleased with the impact that they'll be the title sponsor again in 2004 while Comcast has indicated its interest in playing a larger role on the 2004 tour as well.
Homeless to Harvard: The Liz Murray Story Educational Kit
Lifetime Television
New York, NY
Lifetime Television partnered with Girls Inc., the National Alliance to End Homelessness and Cable in the Classroom to produce a printed education kit on the issues of homelessness and self-esteem using the storyline from its original movie —Homeless to Harvard: The Liz Murray Story
. The kit, sent to 40,000 educators across the nation, helped to educate thousands of students and was used by five teachers on average in each school where it was sent.
InSchool: The Good News in Schools TV Show
Cox Communications, Inc.
Baton Rouge, LA
InSchool: The Good News in Schools TV Show
is another excellent example of Cox Communications of Baton Rouge positioning itself as "a partner in education." InSchool
solicits story ideas from all 250 public, private and parochial schools in the Baton Rouge service area. The focus of the show is to feature visual, hands-on, interactive classroom projects and activities. It also highlights elementary, middle and high school Teacher of the Year winners. Each 30-minute, InSchool
episode airs for two weeks, on Tuesday nights from 7:30 to 8 p.m., and replays on Saturday nights from 6:30 to 7 p.m., on Cox4, a dedicated education channel. Each season features more than 40 schools, translating into approximately 24,000 families tuning in to watch throughout each school year.
Lake Air Middle School Artwork Project
Time Warner Cable/Waco Division
Waco, TX
Time Warner Cable partnered with Lake Air Middle School in providing students an opportunity to experience computer art technology by creating custom pieces for the company's new call center. All of the artwork featured the company's marketing theme and flying pig logo. The project increased student awareness of their art skills, creativity and the use of computer technology in art design. In addition it reinforced the marketing message to employees increasing morale in the call center. An unveiling ceremony held at the Time Warner Cable office provided additional exposure of the project and the company's commitment to education and technology to community and education leaders.
Literacy Project
Comcast Cable Communications, Inc.
Detroit, MI
Illiteracy. It is a vicious cycle that passes on from generation to generation. And in Detroit, where 47% of adults living in the city read at the lowest possible levels or not at all. With that dire situation in mind, Comcast teamed up with The Detroit Free Press
to launch Metro Detroit Reads. It licensed a 30-part series of half-hour shows called Learn to Read
for telecast. Then employees joined hands with Big Brothers, Big Sisters and The Literacy Volunteers of America and were trained to tutor children within one of the city's most disadvantaged neighborhoods. For Comcast, Metro Detroit Reads is a symbol of what the company stands for — doing whatever it takes to enhance the quality of life of its neighbors.
Points of View: Expanding the Classroom Through Cable Programming and Broadband Technology
Time Warner Cable
Schenectady, NY
Time Warner Cable's Points of View effort was one of three projects selected to receive a Cable in the Classroom Project Grant of $65,000. It was part of a strategic initiative to spur innovative collaborations between the education and technology worlds and to demonstrate the value of cable's technology and services to the education community. Time Warner Cable's project, named Points of View, relied on the resources of C-SPAN, Project View and Time Warner Cable's broadband network. With the support of the partners, local teachers created a dynamic curriculum based on the life and presidency of Theodore Roosevelt. The content was delivered over cable's broadband platform and made available on C-SPAN's Web site.
PowertoLearn.com
Cablevision Systems Corp.
Bethpage, NY
Powertolearn.com is a commercial-free, online learning resource for K-12 educators, students and parents. A key component of Cablevision's education initiative, powertolearn.com is driven by Cablevision's desire to provide an online learning community to complement the benefit of high-speed Internet connectivity provided by Cablevision. Powertolearn.com provides unique learning opportunities for schools and libraries and functions as an online learning community. Powertolearn.com also enhances home-school connections by providing parents with ways to support their children's academic progress at home and helps educators integrate technology into their classroom curricula. Powertolearn.com utilizes the breadth and depth of the Internet to create a secure, commercial-free conduit for information and is dedicated to optimizing the learning experience for its audiences.
Project Safeside
Time Warner Cable-Houston
Houston, TX
When Allison, the costliest tropical storm in American history, devastated Houston, Time Warner Cable focused on contributing to Houston's rebuilding process while furthering the company's commitment to education by launching Project Safeside. The national disaster preparation program teaches students about severe weather and helps them understand how to prepare for it. Time Warner Cable's goals were to enroll as many students in the program as possible, sponsor an interactive hurricane simulation field trip, and generate awareness by involving the media. Its efforts resulted in 84 middle and high schools, over 115,000 students total, enrolling in the program. The field trip was also successful, and the company gained positive media exposure throughout the campaign.
Russia: Land of the Tsars
The History Channel
New York, NY
To commemorate the 300th Anniversary of St. Petersburg, The History Channel showcased a country Winston Churchill once called "a riddle, wrapped in a mystery, inside an enigma." Over the centuries, Russia has retained that sense of mystery, and its history continues to puzzle and enthrall historians and students alike. The Russia: Land of The Tsars Web site introduced 5th-12th graders to the defining moments of Russian history — from the daring exploits of the Vikings to the tragic saga of the Romanovs. Streaming video of rulers and revolution, an interactive timeline, a sequencing game, a screensaver and historical documents — all with matching classroom activities — invited students to explore Russia's past.
Students & Leaders
Comcast
Silver Spring, MD
Comcast teamed up with C-SPAN during May 2003 to create a unique, month-long public affairs initiative called Students & Leaders. Members of Congress, Supreme Court Justices, Cabinet officials, Federal Agency heads, and major national media figures were invited "back to the classroom" at schools in Comcast's service area to discuss their lives, insights on leadership, and motivations for choosing careers in public service. Two times a day for 20 consecutive weekdays, national leaders interacted face-to-face with students at Washington, D.C., area schools. In addition, Student & Leaders' scholarship program offered 13 scholarships totaling $25,000 to D.C. area students. That means 20 weekdays, 40 leaders, 40 schools … and one powerful month of education outreach!
Teddy Roosevelt in New York City Schools
The History Channel
New York, NY
Teddy Roosevelt in New York City Schools was a celebration of The History Channel's four-year partnership with the New York City Department of Education. Carolyn Kennedy announced the program — teacher training, grants/scholarships, PSAs and classroom materials — to a packed house of school officials, policymakers and press. A live Webcast with Roosevelt experts and descendents, and clips from the documentary, TR:
An American Lion, saluted the extraordinary life of America's 26th President. Actor Richard Dreyfus led a panel discussion with local students. A Time Warner-branded microsite showcased broadband. And the First Annual Theodore Roosevelt Awards honored New York's Governor, N.Y.C.'s Police Commissioner and Time Warner Cable of NYC & NJ with U.S Minted medals for public service.
The Idea Book
A&E Television Networks
New York, NY
The Idea Book
is A&E Television Networks' bi-annual, printed invitation to teachers, an invitation to infuse their classrooms with diverse and curriculum-rich resources. From Marie Antoinette to Mozart, the Alamo to NASA, teachers are treated to a multitude of "Classroom" programs, many with matching teacher's guides. Local systems are highlighted as "their" educators share video-teaching tips. Detailed lesson plans explore the legacy of Ella Fitzgerald, the Spartans in Ancient Greece and the ethics of Benedict Arnold. Digital channels are introduced and original programming is highlighted. The Idea Book
is handed to community leaders, posted on library walls, photocopied and shared, and continually reminds teachers and parents that the cable industry supports the education of American children.
The N's A Walk in Your Shoes: Teen Parent Episode & Outreach
The N
New York, NY
In May 2003 The N partnered with The National Campaign to Prevent Teen Pregnancy around an episode of A Walk In Your Shoes,
which focused on teen parenting. The National Campaign made the video available to their constituents via their Web site, and encouraged youth group leaders to download the corresponding guide on discussions.the-n.com. The N and the National Campaign also sent letters to their Senate and Congressional Advisory Panel, including The N's video and discussion guide.
Time 2 Count Reading
Time Warner Cable
Los Angeles, CA
Time Warner Cable's Los Angeles division created Time 2 Count Reading, an online tracking Web site, to promote and encourage reading and literacy. Time Warner Cable continues to strengthen its partnership in education and the community by offering Time 2 Count Reading,
an innovative way for students, teachers and parents to track and monitor pages and books read throughout the school year. Everyone from elected officials to grade school children have been overwhelmingly enthusiastic about Time 2 Count Reading. And as of November 1, 2003, over 6.2 million pages have been read and logged on the Web site. Time Warner Cable is proud to encourage and instill a lifelong love of reading in children, and show them that it's always Time 2 Count Reading.
Time Warner Cable Kids On Campus
Time Warner Cable
Findlay, OH
Time Warner Cable has teamed up with Bowling Green State University to bring the Kids on Campus initiative to area schools. Kids on Campus brings middle-school students to a university setting. They may be at a crossroads in trying to decide if a college education is something they would like to pursue, or need extra motivation to improve their grades. They may also need to see what life on a college campus has to offer. Through Kids on Campus, the students spend a day at Bowling Green State University learning about college. Kids on Campus has successfully reached over 200 students and introduced them to college.
Time Warner Cable's "CAMY" Awards
Time Warner Cable/Milwaukee
Milwaukee, WI
Time Warner Cable's 2003 Cable And Media Youth (CAMY) Awards was attended by 1,000 students, teachers and parents representing schools throughout Southeastern Wisconsin. The "Academy Award-like" ceremony recognizes middle-school students for their accomplishments and excellence in news reporting and television broadcasting through their involvement in Time Warner Cable's media literacy program, Kidz Biz. The premiere awards program is locally produced and re-aired over 1,000 times on local broadcast stations, digital cable and cable access channels throughout 131 communities.
Time Warner Cable's Hang Tough Video Contest
Time Warner Cable/Milwaukee
Milwaukee, WI
The "Time Warner Cable Hang Tough Video Contest" provides hundreds of middle school students an opportunity to use cable television as a positive medium to prevent violence and drug abuse. The Time Warner Cable Hang Tough Video Contest allows students to communicate with their peers by producing their own 30-second PSAs, which air on over 20 cable networks weekly. Students write, act, and direct, creating a great overall learning opportunity. This year, over 450 entry scripts were submitted with the top 20 scripts produced into PSAs. The top 20 are judged by local media during an awards ceremony attended by 1,500 students, educators, parents, and public officials.
Time Warner Cable's Kidz Biz
Time Warner Cable/Milwaukee
Milwaukee, WI
Time Warner Cable's Kidz Biz is a 28-minute news program that is researched, written, produced and performed by middle-school students and aired on cable during prime time. The Kidz Biz experience enlightens students and teachers about the media. It arms the students with the critical thinking skills that will make them smart consumers of the news and helps to mitigate the influence of violence in the media. Ultimately, students learn management techniques such as cooperation, teamwork, leadership, time management and negotiation.
VH1 Save The Music 2003 — Campaign Partnerships
VH1
New York, NY
Although the VH1 Save The Music Foundation is on the national forefront of restoring music education programs, the foundation is fighting an uphill battle against the increasing threat of budget cuts in 2003. In response to this growing crisis, VH1 created a comprehensive music education advocacy module that profiled the foundation's work of restoring music programs at the local level and raised awareness about the changing environment for music education on a national level. Partnerships included Saks Fifth Avenue, which created a unique line of gifts to benefit the Foundation; the CBS/Early Show,
which had a weeklong national instrument drive; and cable partners who were able to deliver over $2.6 million worth of instruments in over 100 schools and implemented 100 local events.
Employees
Celebrating the New Comcast Event
Comcast
Silver Spring, MD
In 2002, when Comcast and AT&T Broadband completed their $47.5 billion merger, Comcast felt it was important to celebrate the success of the merger with its employees. The MSO hosted an all-employee event for the Maryland/Delaware and Washington Metro/Virginia regions, called Celebrating the New Comcast! Old and the new employees were introduced to Comcast's goals, new spokesperson Cal Ripken, and the Lance Armstrong ad campaign. They played basketball on the University of Maryland's court and gathered with co-workers as they visited with programmers. The event successfully taught employees about the "New Comcast" and the cable industry while having fun.
Chicago Together — Re-branding Week
Comcast
Schaumburg, IL
With a week-long series of high-energy events, Chicago employees became VIPs in the "Comcast family." Locally produced videos featured hard-working staff re-branding Chicagoland. Branded cookies, hats, shirts, gift certificates - a few things each day - made every installer, customer service representative and tech feel welcomed. The regional Intranet and Local Origination sites were re-launched to showcase Comcast's first-rate products and services. Teams competed to collect the largest pile of outdated signs and premiums. And a rousing concert by home girl Chaka Khan helped to unite over 4,000 wary strangers into an optimistic Comcast team. Chicago Together rocketed morale and boosted employee productivity.
Comcast California
Comcast — Western Division
San Ramon, CA
Following the merger of Comcast and AT&T Broadband, Comcast's Western Division combined three regional employee newsletters into one division-wide print publication designed to be the flagship of its employee communications program. With an impressive design that reflects Comcast brand standards and writing that respects the voice of Comcast's employees, Comcast California has received high marks from frontline employees, local management and the company's senior executives for effectively connecting Comcast's employees in California to what is important in their jobs.
Comcast Integration - Employee Communications
Comcast Cable Communications, Inc.
Philadelphia, PA
Comcast's employee communications team was tasked with developing and implementing a strategic plan for communicating with employees throughout the integration phase following the acquisition of AT&T Broadband. The goals of the plan were to deliver timely, consistent and relevant information, to highlight Comcast's informal culture, to emphasize Comcast's promise to invest in employees, to provide communication channels that empower Comcasters to stay connected to what's important at Comcast, and to become "one company in one year." The commitment from Comcast's leaders to keeping employees informed was recognized and appreciated by investors, industry peers, and most importantly, the employees to whom the commitment was made. Messages to Comcast's internal audience of 58,000 employees were delivered through several different mediums including broadcast, electronic, print and face-to-face.
Comcast, Building The Future Together, Proud Video
Comcast Cable
Elmhurst, IL
Senior Vice President Joe Stackhouse needed a motivational video that would capture a sense of renewed pride and commitment and the essence of a new dawn for cable television in Chicago. He wanted to share with other employees the excitement of working for Comcast. The objective was to generate an overwhelming sense of company pride to build upon the momentum created by the positive transition and impressive first-quarter business performance. Comcast wanted to get every one on board to build the future together. The presentation was featured on a massive movie screen and was scheduled to immediately precede the introduction of company Chairman Ralph Roberts, CEO Brian Roberts and President Steve Burke at a company event.
Connections
Comcast
Bothell, WA
Comcast needed a market-wide publication targeted for front-line employees, most of whom do not have access to e-mail. Comcast designed an economical, graphically enhanced and professionally produced newsletter. The goal was to give the company's 2,600 employees a tool to help them do their jobs better. The content is easy-to-read, job-related, shares best practices and reinforces business messages with contributions from employees on all levels. By publishing two separate print newsletters, one for call-center employees and one for employees in the field, Comcast was able to write job-specific stories relating to business initiatives. Field Connections
and Call Center Connections
are read regularly by 69 percent of the market, with 70% finding the information useful in their job and 80% finding the publications trustworthy.
"Fertilizing Your Grassroots" (and other tools for growing political influence)
Cox Communications
Phoenix, AZ
Historically Cox Arizona has relied on a few senior managers and the government affairs staff to facilitate relationships with state and local government officials. This, coupled with the fact that corporate contributions to political office candidates are illegal in Arizona, has made it very difficult to stay involved with elected officials. Therefore, Cox Arizona has learned to effectively manage these important relationships by involving the entire statewide employee base through automated interaction with elected officials at times when business-related public policy is being debated. Additionally, Cox has implemented a strong political action committee and opened the channels of communication with its employee base to disseminate information about the political arena.
Ice Storm Crisis Campaign
Time Warner Cable
Charlotte, NC
In December, 2002, an ice storm in the Charlotte area left over 300,000 Time Warner Cable customers (78% of the subscriber base) in the Charlotte Division without cable or high speed data services. The division faced not only a challenge communicating with and restoring services to our customers, but it also faced the critical challenge of communicating with its 1,100 employees. The division's strategy was to coordinate an effective internal crisis communication campaign that included the formation of a disaster recovery team, daily status reports to all employees, a video, a holiday letter to all employees, the division's employee newsletter and more.
TeamComcast Redesign and Relaunch
Comcast Cable Communications, Inc.
Philadelphia, PA
Comcast's acquisition of AT&T Broadband in November 2002 posed many challenges. Among the most critical factors in the success of the integration was making sure the nearly 40,000 former AT&T Broadband employees quickly felt like part of the Comcast family. One of the key tools used by Comcast Employee Communications is TeamComcast, an all-employee intranet. A major redesign of the site, coinciding with the acquisition, supported the new company goals and the requirements of an employee base tripling in size. Following the redesign, monthly usage of TeamComcast has more than quadrupled. Since the acquisition in November 2002, over 51,000 of Comcast's 58,000 employees have accessed TeamComcast at least once.
Wheel of Fortune Employee Campaign
Cox Communications
Phoenix, AZ
The Cox Arizona Wheel of Fortune campaign was designed to get employees educated, energized and excited about a sometimes dull topic: the company's goals. By graphically displaying the company's objectives in a wheel format and employing numerous tactics to spread the word, the campaign gave the goals a life and personality and the results were, well, fortuitous. The company experienced one of its strongest years ever in the areas of customer gains, cash flow growth, external recognition, customer service and service availability. And with employee awareness of the company's goals and direction at over 95%, the campaign had staying power too.
Government
Adopt-A-Waterway
Comcast
Miramar, FL
As the economy continues a slow comeback, local municipalities are struggling to balance their budgets while trying to meet the ongoing demands of improving their infrastructure. As more traditional revenue streams diminish, local municipalities continue to look for alternative revenue sources without having to increase the tax base and put additional financial burdens on residents. Introducing … Adopt-a-Waterway, a unique public/private partnership that features a comprehensive educational and community outreach component and brands Comcast as a leader in the community for taking the lead on a critical environmental issue while generating substantial revenues for the cities in which the program is launched.
Brown v. Board of Education 50th Anniversary Commemoration
Court Television Network
New York, NY
In 2003, Court TV was selected by the Brown v. Board of Education National Commission to serve as the media partner to commemorate the 50th anniversary of the landmark Brown v. Board legal decision on May 17, 2004. In this role, Court TV has partnered with Time Warner, the Brown Commission, and officials from the U.S. Departments of Education and Justice to develop a vignette series that features American leaders reflecting on the significance of the Brown decision. Court TV is airing these vignettes from the fall of 2003 through May 2004. The network is also partnering with MSOs to make them available in local markets around the country.
Building Technological Buzz in Southeast Texas
Time Warner Cable
Nederland, TX
To build buzz surrounding new product launches in 2003, Time Warner Cable targeted key community leaders in southeast Texas who could help spread the word about its new products. Time Warner Cable wanted to better position itself as the technology leader with government and civic leaders and capitalize on civic involvement to promote Time Warner Cable and its products. Two events, the Southeast Texas Business Expo and Time Warner Cable's own Digital After Dark showcased the latest digital offerings to key community leaders in a friendly and informative manner. The 2003 launch has been a huge hit with positive growth in iCONTROL transactions, HD and wireless deployment — and perhaps best of all, Business Class sales increased by 150%.
CableLink
Comcast
Independence, MO
CableLink is Comcast's quarterly publication for government officials. Comcast uses this newsletter to inform its elected officials as to what the company is doing in the community. The newsletter is very well received as elected officials often comment that they have read of something in CableLink. Comcast also has a number of written thank you notes from members of Congress as well as state and local elected officials complimenting Comcast on the quality of CableLink. The newsletter saves the company many phone calls as the elected officials are well informed about Comcast and that in turn makes them appear to be well informed to their constituents.
Comcast and Harrisburg: The Studio Project
Comcast
Harrisburg, PA
Comcast and the City of Harrisburg entered a unique partnership to build a 3,100-square-foot studio in downtown Harrisburg. Fiber-linked to the company's head-end, the studio now distributes taped and live programming to 116,500 customers in 31 municipalities. "The Studio Project" revitalized a local-access channel that had suffered from dwindling support and outdated equipment. Municipalities can better inform residents with a broadcast quality production facility. At the same time, Comcast can better manage multiple access channel requests by encouraging shared use of the facility and the access channel. Comcast also uses the studio for Comcast Newsmakers tapings, enhancing relationships with key government officials, community leaders and opinion makers.
Comcast in the Capitol
Comcast Cable Communications, Inc.
Philadelphia, PA
With the acquisition of AT&T Broadband in November 2002, Comcast needed to establish new relationships with many members of Congress. Since AT&T Corporation had historically overseen all Congressional relationships for AT&T Broadband through its Washington office, there had been almost no focus on the development of constituent relationships with Senators and Representatives at the system level back home. Comcast realized the importance of quickly introducing the new company and telling its story. To that end, the company launched Comcast in the Capitol, a two-day Capitol Hill lobbying event of 240 meetings involving Comcast's senior operations and government affairs staff from around the country.
Comcast Newsmakers
Comcast Cable
Elmhurst, IL
Comcast Newsmakers, a five-minute, one-on-one interview program, has enabled Comcast to provide a lively and highly visible forum for government officials and other community leaders to express views to their constituents in Chicago. By inviting elected officials to appear on Newsmakers, the Comcast government relations staff has built crucial relationships and communicated important cable issues to its leaders. Clearly Newsmakers, after 126 episodes in only five months of Chicagoland existence, has exceeded the company's expectations.
Cox Communications Las Vegas 2002 Annual Report
Cox Communications/Las Vegas System
Las Vegas, NV
Cox Communications, Las Vegas, publishes an annual report to government officials, representatives of each of the five municipalities in Southern Nevada and community and business leaders. This report, which is truly a community report in nature, highlights the company's operations over the past year, including a summary of customer complaints and documentation of improvements. It also provides a vivid picture of Cox's significant involvement in the community and its role as one of the area's largest non-gaming employers. It also offers a historical look at the organization while providing an accurate view of the past year from many different vantage points.
Dallas Community Report
Comcast Texas Market
Irving, TX
To increase local awareness and reinforce Comcast's identity as a committed and active corporate citizen with its franchising authorities and government officials, Comcast Dallas Market created a community report. This report provides a record of the depth and breath of AT&T Broadband's involvement and investment in the Dallas Market. And it also provides information about Comcast Corporation during the transition. The report became a valuable communications tool for government affairs initiatives. It has been an effective resource for franchise negotiations and has also been distributed to the Texas Congressional delegations as well as Texas state legislators and officials. Responses from those using the report have been unanimously positive, especially in terms of its value in positioning Comcast among its various constituencies.
Economic Impact Study
Cox Communications New England
West Warwick, RI
The challenge for the Cox public affairs team in the fall of 2002 was to communicate the company's positive influence on the area economy to elected officials. Cox hired an economist to measure its influence on the regional economy. The study focused on Cox's employment figures, charitable giving, hiring of local vendors and paid taxes. The study positioned Cox as a major contributor to the regional economy. Armed with this third-party endorsement of Cox, the public affairs team developed a series of communication vehicles that have been key tools in helping Cox spread the word to elected officials about the company's economic investment in the state.
Economic Impact Study: Community & Economic Report
Cox Communications New England
West Warwick, RI
Cox's public affairs team developed the Community & Economic Impact
report to position Cox as a partner in Rhode Island's economic success. It has been a key tool in helping Cox spread the word to elected officials about the company's economic investment in the state. The challenge for the Cox public affairs team was to make elected officials believers in Cox as an engine for economic growth and to help to elevate the image of Cox across the board. Cox hired an economist to measure its influence on the regional economy. The study focused on Cox's employment figures, charitable giving, hiring of local vendors, and paid taxes. The study positioned Cox as a major contributor to the regional economy.
Everyday Heroes
Court Television Network
New York, NY
Court TV's Everyday Heroes initiative honors individuals who demonstrate acts of bravery or courage or go above and beyond the call of duty to keep their communities and America safe. The network partners with cable operators to honor everyone from firefighters who combated the blazes in California, to the Salt Lake City couple who found Elizabeth Smart, to the sheriff's deputies throughout Virginia and Washington, D.C., who helped apprehend the D.C.-area sniper. The heroes are honored at a special recognition ceremony, where government officials help to present them crystal gavel awards and are also featured in a PSA, co-branded with the cable operator.
Everyday Heroes
Court Television Network
New York, NY
Court TV held a special Everyday Heroes event in Washington, D.C., on April 2, 2003, at the close of CTPAA's FORUM 2003. Court TV's Everyday Heroes initiative honors individuals who demonstrate acts of bravery or courage or go above and beyond the call of duty to keep their communities and America safe. Hosted by Phyllis George, the Washington, D.C., event honored 14 heroes, from Senators John McCain to the Salt Lake City couple who found Elizabeth Smart. The common thread between Court TV's Everyday Heroes is that they seek no recognition; they just do what is right. More than 200 guests attended the event in the LBJ Room of the Capitol. Eight cable systems nominated the honored heroes and participated in the program.
Homeland Security
Cox Communications New England
Cranston, RI
Homeland Security was a live, educational town meeting that allowed area high school students to question state and government officials about Rhode Island's safety and security during these challenging times. The idea was to produce a program with compelling content that could only be seen on Cox3, with enough appeal to get media attention. Rhode Island Gov. Don Carcieri, National Guard Adjutant General Reginald Centracchio, and Cox3's Mary Lou Palumbo led the discussion. Senator Jack Reed and Congressman James Langevin joined the conversation via satellite from Washington, DC. Legislators, town and city leaders, school officials and directors from various state agencies attended and offered their input.
Hot Gram
Charter Communications Mid-Michigan
Davison, MI
Charter Communications had to take action when it became clear that community officials had formed the frustrating opinion that they were becoming an answering service to their local cable company. A simple but effective campaign entitled Hot Gram was put in place that red-flags complaints from communities for prompt action with a summary resolution faxed back to the municipality within 48 hours. Communication is one of the most important elements of a relationship between communities and cable operators, and the Hot Gram program provides this reinforcement.
Legislative Holiday Greetings
Time Warner Cable-Houston
Houston, TX
Time Warner Cable-Houston held an event that allowed its elected officials representing Houston districts to tape a holiday greeting to their constituents. The legislative holiday greetings were taped over a three-day period and included 20 of the company's elected officials, including Majority Whip Tom DeLay, Congressmen Gene Green, Nick Lampson and John Culberson. The event furthered Time Warner Cable's relationships with its elected officials, deepened the perceived value that its cable system brings to the community and broadened its customers' knowledge concerning who represents them in government.
Political Action Committee — Candidate Forum
Time Warner Cable-Houston
Houston, TX
The Time Warner Cable Political Action Committee held a candidate forum for its members in order to meet three candidates who were competing for its endorsement in the race for Houston City Council. The forum allowed PAC members to meet the candidates and to see how the political process works in running a campaign for city council as well as assist in choosing who the PAC should support for this race. Candidates were able to meet 36 PAC members. This event solidified the PAC's political presence in Houston.
Students & Leaders
Comcast
Silver Spring, MD
Comcast teamed up with C-SPAN during May 2003 to create a unique, month-long public affairs initiative called Students & Leaders. Members of Congress, Supreme Court justices, Cabinet officials, federal agency heads, and national media figures were invited "back to the classroom" at schools in Comcast's service area to discuss their lives, insights on leadership, and motivations for choosing public service careers. Two times a day for 20 consecutive weekdays, national leaders interacted face-to-face with students at Washington, D.C.-area schools. In addition, Students & Leaders' scholarship program offered 13 scholarships totaling $25,000 to D.C.-area students. That means 20 weekdays, 40 leaders, 40 schools … and one powerful month of outreach to government officials.
The Power of Cable: Educating and Engaging Government Leaders
Cox Communications
Phoenix, AZ
The entire cable industry is facing greater challenges in engaging its government leaders and staff. They face more restrictive laws governing interactions with government officials and conflicting perceptions about the appropriate regulatory role of government in the rapidly evolving world of cable services. With that in mind, Cox Arizona has executed several programs to both educate and engage government leaders, including a quarterly newsletter. With these new tools Cox Communications can enable legislators to manage the media and harness the power of cable to communicate important information to the public. The programs show municipal leaders how cable services are delivered in their communities, and share news about its operations and services.
The White House Forum
A&E Television Networks
New York, NY
The White House Forum engaged A&E Television Networks with the Bush Administration and the U.S. Department of Education in a day-long promotion of history education. First Lady Laura Bush linked the understanding of history to the survival of democracy. Vice President Dick Cheney's wife Lynne Cheney offered family stories as a context for learning about the larger history of our nation. Network executives joined leaders from cultural institutions in exploring the current status of history and civics education – placing The History Channel at the forefront of historical literacy efforts. Some 300 policymakers, educators and students attended panel discussions – each punctuated by a montage of network programming.
Media
Bravo On With The Show: Sarasota, FL
NBC Cable Networks
Englewood Cliffs, NJ
In May of 2003, Bravo partnered with Comcast to bring Bravo On With The Show to Sarasota, Florida, with the following goals in mind: showcase the importance of arts education in local schools, shine a spotlight on Bravo and Comcast's commitment to the community, and demonstrate cable's value beyond on-air programming. Overall response to Bravo On With The Show was tremendous. The two-day theater-training workshop attracted a total of 116 student participants. The final stage performance and reception hosted approximately 450 guests including Sarasota's mayor who honored Bravo and Comcast with a mayoral citation following the event.
Building Technological Buzz in Southeast Texas
Time Warner Cable
Nederland, TX
2003 was the year Time Warner Southeast Texas launched its premier video on demand service, iCONTROL as well as High Definition Television, Road Runner Business Class and wireless Road Runner. In order to ensure a successful launch of these products Time Warner Cable sought out media partners to help better explain how these digital services worked and educate customers about their benefits. Two carefully planned events attracted media attention in southeast Texas. Digital After Dark and the Southeast Texas Business Expo would showcase new digital products launched in 2003. The local media proved to be an invaluable partner. Thanks in part to the media of southeast Texas, Time Warner Cable had another successful product launch.
MTV News: At War With Iraq Live
MTV
New York, NY
For the first time in MTV's 21 year history, the channel's news division presented live, commercial-free coverage of a breaking, international news story: the unfolding war in Iraq. Responding to an unprecedented demand from its young audience, MTV News presented coverage that, rather than attempting to compete with the networks and cable channels, served as an alternative that laid out the story in a different way. Its coverage included everything from young soldiers shipping out to Iraqi teens in Baghdad anticipating the bombs; from global anti-war protests to 19-year-olds in Kuwait about to join the battle. MTV News: At War Live was war coverage unlike any other.
Queer Eye for the Straight Guy
NBC/Bravo Publicity
Burbank, CA
Queer Eye for the Straight Guy was launched as part of Bravo cable network's continued efforts to produce innovative programming in cable television. The campaign's objectives were to create a wide general awareness and buzz. And it also hoped to help break down gay stereotypes. Since its debut, Queer Eye has helped put Bravo on the map of cable television, setting an all-time record of 3.3 million viewers in September 2003. Queer Eye has garnered hundreds of print articles and broadcast media coverage, including appearances of the Fab Five in awards shows, movie premieres and other special events. It has also widened the platform for gay-themed programming on television and provided a positive portrayal of gays.
SCTE's First National Spanish-Language BPS Certification Testing
Society of Cable Telecommunications Engineers
Exton, PA
The Society of Cable Telecommunications Engineers (SCTE) recently launched the first national Spanish-language BPS certification testing in Tucson, Arizona. This launch is a part of SCTE Operación Español, an award-winning workforce and development program for Spanish-as-a-first-language cable professionals. Local Arizona VIPs, media and industry executives were invited to join officials from CommScope and SCTE as well as the MSOs Comcast Cable and Cox Communications at a media conference and reception held before the certification testing. Employees from Comcast and Cox took the BPS exam, which demonstrates cable installers' and technicians' knowledge of all aspects of service at a customer's home, including installation, troubleshooting, safety, and customer service.
Spinning Our Image on a Dime
Cox Communications Northern Virginia
Fairfax County, VA
Cox has enjoyed an improved image among the media by working to ensure that media coverage was fair and balanced and showcased the positive things that Cox does in the community. To accomplish this, Cox reached out to the customer, leveraged the grassroots media and took it to the streets by hosting new product launch open houses at its facilities. More importantly, Cox continues to find ways to give back to the community as it becomes more involved with youth, education and technology across Northern Virginia, gaining strong visibility every step of the way.
Stop and Smell the Roses
Time Warner Cable/Nebraska Division
Lincoln, NE
As the first and only cable company in the state of Nebraska to offer digital video recorder (DVR) services, Time Warner Cable — Nebraska Division had a key opportunity. Introducing this innovative product to local media and customers could position Time Warner Cable as an industry leader with a clear edge over its competitors. The division gained coverage from four local TV stations and most of the print publications in its coverage area. Hand-delivered roses with an invitation to the event, an easy-to-use press kit and a 30-minute video helped make this event a huge success. The system gained nearly 200 new DVR subs in the first days after the event, and media coverage spanned seven weeks.
The P.O.W.E.R. Network: The First Wireless Capitol in the Nation
Cox Communications
Phoenix, AZ
On September 24, 2003, Cox Communications in partnership with Senator Dean Martin and the Intel Corporation announced "P.O.W.E.R.," a free wireless Internet hotspot to be located at the Arizona Legislature. Through the P.O.W.E.R. (Public Online Wireless Electronic Resource) Network, the Arizona Legislature is the first in the country to host wireless Internet access for the general public visiting the Arizona House of Representatives and Senate in downtown Phoenix. The P.O.W.E.R. Network, created through a public/private collaboration with Intel Solution Services and Cox Communications, allows all visitors free wireless Internet access at the Legislature. Wireless connectivity via P.O.W.E.R. allows people to stay productive and connected on the go.
Members
SCTE Operación Español
Society of Cable Telecommunications Engineers
Exton, PA
Studies about English/Spanish bilingualism show that individuals may be conversational in English but can study and test better and faster in their first language of Spanish. As a result, SCTE decided to develop a new program, SCTE Operación Español. The goal of Operación Español is to expand and accelerate professional development and promotion opportunities for Spanish-speaking installers, technicians and engineers. SCTE also seeks to assist the cable industry in attracting Spanish-speaking engineers and technical professionals to better serve the needs of the growing segment of Spanish-speaking cable customers, and to achieve the industry's ongoing pursuit of diversity in the workplace.
WICT Wonder Woman
WICT New York
Brooklyn, NY
The WICT Wonder Woman event serves to spotlight outstanding women and their leadership and achievements in the cable industry. In just three short years, the attendance has grown dramatically, and the 2003 luncheon drew more than 650 cable executives from around the United States. The event has tremendous vibe and energy, largely due to a video montage that features the year's selected Wonder Women in clips briefly detailing each woman's journey on her road to success. The "get up and go" feel of the video gives the audience an adrenaline rush, and thus it is one of the best parts of the event.
