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2008 Halo Award
Best Cause Marketing Event
Silver: A Day Made Better, OfficeMax and Adopt-A-Classroom
It’s estimated that teachers spend $4 billion out of their own pockets annually on basic supplies for their classrooms. Officemax decided to raise awareness of this unacceptable standard in the education system by teaming up with Adopt-A-Classroom on an audacious event: simultaneously surprising teachers in 1,000 classrooms in 25 markets at 10 am on October 2 2007 with major classroom donations. The campaign exceeded its media goals by generating 53 million impressions nearly all of which mentioned OfficeMax, nearly quintupled individual donations to Adopt-A-Classroom in the month of October, and generated a groundswell of appreciation from teachers, consumers and OfficeMax employees.