AMD prides itself on its customer-centric approach and ability to deliver technological innovations. From a media perspective, however, AMD's coverage often focuses on the company's competitive battles with Intel.

At the 2004 World Economic Forum, AMD launched its 50x15 initiative to enable affordable, accessible Internet connectivity and computing capabilities for 50 percent of the world's population by the year 2015. As part of 50x15, AMD became a founding member of One Laptop per Child (OLPC), a non-profit organization focused on the design, manufacture and distribution of low-cost laptops to children in developing nations.

AMD turned to Racepoint Group for help in garnering greater recognition of its social responsibility initiatives and to shift media attention to a broader set of issues. Racepoint Group wove AMD's contribution into OLPC's two-pronged communications platform about moral purpose and technology innovation. We positioned AMD as a premier partner working with OLPC to close the digital divide and showcased the role of AMD's processor in enabling the XO laptop to run on one tenth of the power consumed by other laptops.

Racepoint fed the media a series of announcements on key development, manufacturing and distribution milestones to demonstrate that OLPC and AMD could design, mass produce and deliver a first-rate, low-cost children's laptop. AMD was a crucial part of the OLPC story about Intel's anti-competitive behavior and campaign to shut down OLPC. And we showcased AMD's support of OLPC's Give One Get One giving campaign - which ultimately funded the delivery of 100,000 laptops to children in Afghanistan, Cambodia, Ethiopia, Haiti, Mongolia and Rwanda.

In the end, AMD's support of OLPC and its 50x15 initiative were prominently featured in a large number of the more than 20,000 print and broadcast stories and 60,000 blogs on OLPC. We successfully elevated the dialogue from a product-centric focus and helped strengthen AMD's corporate reputation.