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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
Podcasts
Defining the Future of Work With USC Annenberg’s Fred Cook 
24 September 2024
Defining the Future of Work With USC Annenberg’s Fred Cook
by: Fred Cook and Matt Tidwell, Ph.D., APR

In the latest PodCatalyst episode, Matt Tidwell and Fred Cook discuss how remote and hybrid work are transforming corporate culture, management dynamics, and training gaps for early career professionals.

Podcasts
In Under 10: Getting the C-Suite’s Take on Comms 
28 August 2024
In Under 10: Getting the C-Suite’s Take on Comms
by: Joe Spratt

In the latest PodCatalyst episode, Joe Spratt of McKinsey & Company discusses the future of communications, key report findings and the evolving role of communicators.

Podcasts
Overheard at World Conference 
25 July 2024
Overheard at World Conference
by: IABC Staff

At IABC's World Conference in Chicago, we captured attendees' aha moments on AI, accessibility, hiring and training future comms pros. Tune into PodCatalyst for insights from your IABC peers! 

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