Model it after the Oscars but have each award accepted by an actual top celebrity. Plenty of celebs will easily do it (for various reasons) and red-carpet the hell out of it, the press will have a field day and the causes will get real press
Madonna receiving the Greenie on behalf of Habitat for Humanity
I sort of kind of pay attention to various awards for innovation but mostly pan and scan. The Webby's, for example, I always take a looksee at who's winning those but it's an odd process dominated by fan favorites. If you followed the actual process of the Academy of Motion Picture Arts and Sciences (
http://en.wikipedia.org/wiki/Academy_of_Motion_Picture_Arts_and_Sciences ) you could invite the important voices to put in a nomination/vote or people like Tim Robbins and Sean Penn could buy a nomination/vote. Then the gala event is fueled by celebs looking to help their image or participate for a business they feel strongly about and do it up black-tie and rodeo drive style. Anyone would watch for the celebrities, it would get a ton of press, get Jon Stewart to co-host with Al Gore and it's the event of the year. People are disenfranchised by our current awards shows (see
http://www.theonion.com/articles/it-literally-impossible-to-state-how-unimportant-n,29665/ ) but people still like the pageantry. Hell, even a cynical non-tv watcher like me would definitely watch to see Kanye West accept an award for the Bill & Melissa Gates Foundation.
Madonna receiving the Greenie on behalf of Habitat for Humanity
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