March of Dimes: PSA Video Contest
Cooper and Emily just reminded me that November is Prematurity Awareness Month. Last year, The March of Dimes ran a flickr photo contest to help draw attention to premature births. This year, The March of Dimes continues to be a creative and innovative nonprofit user of social media with its Every Baby has a Story Tour project.
A traveling Every Baby Story Tour motor coach has crisscrossed the nation on a 16-city, 28-day road trip, collecting memorable, inspiring, and humorous baby stories from moms and dads and family members at each location. The trip has been chronicled on a blog and there is an interactive map that shows the locations of each story collected the whole route (Over 820 stories collected as of this writing). The stories are also being collected in Scrapblog. Here's one of the most viewed stories and it is linked to an opportunity to donate. You are also encouraged to spread the word about Prematurity Awareness Month via emails to your friends and family and other tools. There are also banners and widgets.
This is an excellent example of integrated social media campaign that is using technology tools very appropriate to the audience. I think they've done a brilliant job at getting sponsors too -- for example if you donate you can get a promotional coupon good for a free print from the one the digital photo sponsors.