From the Nominator

Milton Hershey School (MHS) is one of the country’s best independent schools, offering life-changing opportunities to children (pre-kindergarten through 12th grade) from low-income families. Since 1909, MHS has achieved its mission of breaking the cycle of poverty. Everything is provided at no cost to students through the generosity of Milton and Catherine Hershey. November 2023 marked the 100th anniversary of the announcement that Milton S. Hershey had left his fortune, in the form of a trust, to our school, allowing it to live on in perpetuity. Through an internal and external awareness campaign, MHS celebrated this milestone. The initiative included two key components: an optimized landing page anchored by content collections, video assets, and a digital timeline; and a paid and organic nationwide campaign. From positive online sentiment and Google search results to benchmark-busting digital advertising that surpassed goals, this campaign demonstrated strong outcomes—including the school’s first viral social media post with 4 million impressions and more than 150,000 engagements on Facebook. Additionally, the digital campaign drove 20,000 new users to the website, and sponsored content drove a 0.45% click-through rate when the industry benchmark is 0.08%. Through this campaign, MHS was able to show 100 years later, Milton Hershey’s gift continues to change the lives of children and their families from across the country.

From the Judges

Milton Hershey School (MHS) earns accolades for its exceptional commemoration of Founders Month and the centennial anniversary of Mr. Hershey’s transformative gift. Through meticulous planning and innovative strategies, MHS honored this historic milestone. From comprehensive research to captivating events and strategic media engagement, every aspect of the campaign reflected a deep commitment to honoring the school's heritage. Leveraging both traditional and digital platforms, MHS effectively reached its audience, achieving remarkable outcomes. This remarkable campaign stands as a testament to MHS's creativity, strategic acumen, and unwavering dedication to honoring its founders' enduring legacy.