Peter Mayer’s “Be the One” campaign, developed in 2010 in response to the Gulf of Mexico oil disaster, won Best Non-Profit Integrated Ad Campaign at the 2011 Internet Advertising Competition.

The campaign was built around a short video in which celebrities including John Goodman, Alfre Woodard and Drew Brees implore Americans to support Gulf restoration by signing the online petition at RestoretheGulf.com. Peter Mayer created the video and the petition minisite, as well as an extensive, innovative social media strategy aimed at reaching supporters and gathering signatures. The initiative garnered wide coverage in such media outlets as The New York Times, People.com, InTouch.com and The Times-Picayune. The petition gathered more than 130,000 signatures, and the video topped 420,000 views on YouTube.