Golden Beacon Nominees


Nickelodeon's Let's Just Play


There is a growing crisis in communities and neighborhoods across America. Playgrounds are being neglected, phys. ed. classes and recess programs are being cut from schools, and the national obesity rate for kids has doubled in the past 25 years.

With the above factors in mind, Nickelodeon created “Let's Just Play,” a multimedia campaign encouraging kids everywhere to engage in an active and healthy lifestyle. Let's Just Play empowers kids to recapture the spirit and benefits of active play for themselves and their communities.

This pro-social initiative builds on Nickelodeon's success connecting with kids through all its lines of business including online, magazines and on-air messaging, and includes support from celebrities including Denzel Washington, Hilary Duff, Tiki Barber, Jamie Lynn Spears and Lil' Romeo.

In partnership with Boys & Girls Clubs of America and the National PTA, Let's Just Play has developed an outreach program that has been recognized for excellence and achievement by the Academy of Television Arts & Sciences' prestigious Governors Award, and has received more than 80 proclamations by both national and local elected officials. The campaign has also been cited by the Kaiser Family Foundation, Institute of Medicine and the Federal Trade Commission, among others, as an example of how media can make a positive impact on kids' lives.

To date, Let's Just Play, its partners and local cable affiliates have distributed more than 50,000 how-to kits and program resources to organizations that provide play and recreational opportunities for kids year-round in local communities. These organizations have hosted over 3,000 grassroots events and programs that have reached more than one million kids from around the world.

On October 2, 2004, Nickelodeon initiated the first-ever Worldwide Day of Play to raise awareness on a global level about the importance of play in kids' lives. For the first time in its 26-year history, the network 'went dark' for an afternoon, urging kids to turn off their televisions and get up, go out and play. More than 250,000 kids in 1,800 grassroots organizations across the country participated in this international day of play.

Additionally, as part of the 2004-2005 Let's Just Play program, Nickelodeon awarded more than $600,000 in grants to 81 schools and non-profit organizations throughout the United States to create and expand opportunities for physical play. In addition, Nickelodeon has committed $1.5 million to the 2005-2006 Let's Just Play program, in order to continue to empower kids to lead the way, and to bring play back into their homes, schools and communities.

Our Lifetime Commitment: Stop Violence Against Women

Lifetime Television

“Lifetime Television is promoting domestic violence awareness in its programming and public service campaigns, and we thank you for that. Part of making sure that we help save lives is to educate people.”

— President George W. Bush

One in three women worldwide has been beaten or sexually abused in her life. Every two minutes, someone in America is sexually assaulted. Violence against women knows no borders, crossing geographic, racial, ethnic and socioeconomic lines. It is not a “women's issue;” it affects everyone. Now in its fourth year, Lifetime Television's “Our Lifetime Commitment: Stop Violence Against Women” campaign is dedicated to using the power of the media to raise awareness of these vast problems of domestic abuse and sexual assault, to offer lifesaving information and support, to promote passage of progressive national legislation and to encourage both women and men to work together to stop the violence.

In 2004, Lifetime and its partners made tremendous progress. Lifetime's community outreach, online content and on-air programming, including the Emmy Award-winning documentary Until the Violence Stops, specially-themed episodes of its acclaimed dramas and an original public service announcement campaign, elevated community awareness about gender violence and provided help and support for victims and families. Lifetime also formed a new collaboration with brother-network ESPN and distributed hundreds of thousands of educational brochures across the country. With the help of celebrity activists including Meryl Streep, Marisa Tomei, Ashanti, Missy Elliot, Michael Bolton, Martina McBride and Rosanna Arquette and sports figures like Joe Torre, Tiki Barber and Don McPherson, the Network further emphasized that women and men must work together to stop violence against women.

Lifetime brought the campaign to Washington for a special “Stop Violence Against Women Week” which included a series of events such as a Congressional hearing, a State Department meeting on sex trafficking and a star-studded event honoring women and men “Champions for Change,” and the release of the first-ever Congressional report analyzing how the nation has addressed violence against women in the past decade.

Lifetime also celebrated two legislative victories. After more than two years of Lifetime's intense lobbying efforts with its nonprofit partners, fueled in large part by more than 110,000 signatures on the Lifetime online petition, a bi-partisan bill passed Congress and was signed into law by the President that will eliminate the vast backlog of untested DNA evidence from unsolved rape and murder cases and put nearly 70,000 rapists in jail. In addition, Congress and The White House approved a new law inspired by Lifetime's Original Movie, Video Voyeur: the Susan Wilson Story, which takes the first step in making video voyeurism a crime.

Save Our History

The History Channel

For every well-known historical site such as the Statue of Liberty, Mount Rushmore or the Alamo that has attracted the financial contributions of wealthy individuals or organizations, there are thousands of lesser-known sites across the country that deserve to be preserved. In 2004, the Save Our History initiative from The History Channel has made saving these local sites an important part of its mission.

Save Our History, The History Channel's strategic, philanthropic initiative, is a national and grassroots campaign dedicated to historic preservation and history education through awareness and regional participation. It mobilizes communities and schools to preserve America's national and local heritage, including landmarks, sites and artifacts. It supplements the teaching of history in America's classrooms, and educates the public on the importance of historical preservation. The campaign includes original programming specials that air on The History Channel, special teachers' materials and activities, and national promotion.

Save Our History began in 1998, and in January 2004, it took a giant leap forward. In that year, it teamed up with Preserve America, a White House initiative committed to saving our nation's heritage. The two programs have reached thousands of students and community members, inspiring and motivating people to invest in their local heritage. In 2004, Save Our History also published a new Educator's Manual, launched the Save Our History Web site, and worked in local markets across the country to focus their efforts.

The History Channel developed a relationship with Mrs. Laura Bush and the White House, and created local grassroots preservation opportunities through partnerships with mayors, school systems, and preservation societies across the country. The network worked with schools in cities across the country, coordinating with local preservation organizations, cable operators, and schools to spread awareness. Local events gave participants the opportunity to publicly support the program, and to help build relationships with one another through a common cause. In addition to the local media events, the cable affiliate in each market ran public service announcements featuring Laura Bush, Mayor Rudy Giuliani, George Lopez, and Mekhi Phifer. More than 100,000 of these PSAs, which urge local citizens to engage in historic preservation in their own hometowns, have now run.

The initiative was kicked off on January 15, 2004, at the White House by the first lady, and the Save Our History Web site went live. The History Channel sponsors the National Save Our History Awards which include 15 Classroom Awards ($1000 grants), a Preservation Award ($10,000) and a Bank of America Community Award ($10,000) — to bring attention to those who have shown exceptional commitment to historic preservation.