PHILIPS
CONSUMER COMMUNICATIONS
Let's Connect
 Winner
of the Big Apple Award from
PRSA (New York), and the 1999
CIPRA Award for cause-related public relations, Philips Consumer
Communications' Let's Connect program was designed to build brand
awareness for the PCC line of wired and wireless communication products.
Through Let's Connect, a national community outreach program targeting
adolescents and their parents, PCC established itself as a leading
advocate of better family communication.
Let's
Connect began with the first national survey of middle school students
and their parents. We then worked with Harvard child psychologist
and Let's Connect spokesperson, Dr. Lawrence Kutner, in developing
two free booklets that offered communication tips for parents and
adolescent kids.
A series
of interactive workshops were held at middle schools across the
country with Dr. Kutner and several young stars from the Nickelodeon
cable network. Attended by local and state school education officials,
National Middle School Association representatives, local media
and civic groups, the workshops incorporated role-playing activities
that involved both the students and their parents.
Let's
Connect increased Philips' brand awareness nearly 15%, generated
tremendous media coverage and touched families across the country.
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