The Planet Project
From 1999-2000 Kerry directed an award-winning worldwide, public relations and branding program for 3Com Corporation called The Planet Project. (Download .pdf pdf Project Case Study)

Overview
With the help of partners Against All Odds Productions and Harris Interactive, 3Com created the world's largest ever interactive opinion poll of the human race on a variety of topics relevant to people and cultures all over the world. The resulting cross-cultural dialog touched people in all walks of life and demonstrated what can be achieved using 3Com's simple networking technology. Working with PR agency Burson-Marsteller, 3Com created a program that was well-accepted across cultures and highly publicized everywhere from China to Brazil gaining recognition for the 3Com brand and developing a relationship with consumers.

Branding Challenge
3Com faced the challenge of making its brand and products relevant to consumers who had limited or no experience with the company. To spark a meaningful interaction with consumers worldwide, 3Com embarked upon the creation of the world's largest interactive Internet-based poll, which would highlight its products and illustrate how the use of networking technology can impact people's lives – even those typically without access to technology due to geography, cost or simple indifference. The event was also another step in 3Com's commitment to help bridge the "digital divide," providing technology to those who are traditionally without access.

The Poll
Called the Planet Project, the poll reached people in all corners of the earth and was offered in eight languages via the Internet from Nov. 15 through Dec. 7, 2000. Through thousands of Planet Pollsters, 3Com employees and volunteers dispatched to urban and remote locations all over the world, the poll reached people without access to the Internet. This event gave 3Com the opportunity to touch even technologically disenfranchised communities with its technology, and demonstrate how networking products can "turn connectivity into community" and be relevant to people of all kinds.

Results
In 250 countries around the world, people completed more than 1.4 million polls, making The Planet Project – according to industry experts – the largest Internet poll in history

Media Coverage
The poll was a great success for 3Com, generating over 1.2 billion measurable media impressions with 3,480 stories in 53 countries - far surpassing the original goal of 500 million medial impressions. A few of the marquee hits included AP, Bloomberg News, USA Today, The Los Angles Times, The New York Post, San Jose Mercury News and Investor's Business Daily. In Europe, key papers like Germany's Die Welt, The Times of London and Il Corriere in Italy covered the project. Asia saw coverage in The Times of India, The South China Morning Post and Far Eastern Economic Review. And in Latin America, major papers including Brazil's O Globo, Mexioco's La Reforma, Venezuela's El Universal, El Tiempo in Columbia and Clarin in Argentina carried the story.