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"Vote for Your Skating Rink" Campaign
Gold Quill | 28 June 2020
"Vote for Your Skating Rink" Campaign
by: Vladimir Vinogradov

In a country where public sports and outdoor activities once thrived, nowadays just 50% of Russians have access to public sports facilities. NIVEA, a leading skincare brand, launched a unique nationwide CSR program ‘Vote For Your Skating Rink!’ aimed at reviving abandoned neighborhood rinks across the country to encourage Russian families to spend more time together outdoors engaging in sports, getting healthier and more connected. NIVEA left it to the citizens to decide which skating rinks would be restored: anyone could submit a local facility for renovation as part of an all-Russian online contest; winners were determined by voting so the new rinks would be given to the most active and motivated.

A comprehensive PR campaign involved dozens of media outlets and bloggers. A total of 338 entries were submitted; 46,000 people voted. Three cities got renovated rinks in the 2018-2019 season. The opening events were a celebration for the whole town, with an Olympic champion as a special guest. The results exceeded the previous years by a factor of 3.5x-4.5x and the new rinks became centers of life for each neighborhood.

Read the full case study here.


Vladimir Vinogradov
Business Acumen
The Power of Communication on the Frontlines: A Call to Action for Crisis Management 
24 September 2024
The Power of Communication on the Frontlines: A Call to Action for Crisis Management
by: Jessica Nuñez

The Uvalde tragedy revealed how poor communication can escalate a crisis. Discover key steps to build a proactive, transparent crisis communication plan that fosters trust, accountability and resilience in high-pressure situations.

Business Acumen
Be Aware and Prepared: Emergency Management Preparedness for Communicators 
18 September 2024
Be Aware and Prepared: Emergency Management Preparedness for Communicators
by: Caterina Valentino, Ph.D., MBA, MPA

Shift from reactive crisis management to proactive emergency management within your organization. Learn how communication, coordination and collaboration within a structured framework can improve your disaster response and recovery.

Business Acumen
The Power of Influence: Shaping Our Lives, Workplaces and Culture 
16 September 2024
The Power of Influence: Shaping Our Lives, Workplaces and Culture
by: Charlene SanJenko

Influence impacts everything from our daily self-talk to the way leaders like Beyoncé and Simone Biles shape culture. Learn how effective communication at personal, team and societal levels can create lasting, positive change.

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