ROCHESTER, N.Y. — Clients of Roberts Communications and the agency took home four PRism awards, including Best of Show in the not-for-profit integrated campaign category from the Rochester Chapter of the Public Relations Society of America.
“Be A Healthy Hero,” a campaign for the Greater Rochester Health Foundation (GRHF) that includes a campaign of four 10-second commercials and two 30-second commercials—each presenting facts about healthy lifestyle choices for kids—was recognized with a PRism and Best of Show awards. The spots, including the catchy 5-2-1-0 jingle, support GRHF’s childhood overweight and obesity prevention campaign. Ten weeks after the campaign launch, a survey of more than 400 Rochester residents showed 50 percent awareness for the campaign.
In the editorial/op-ed category, Nixon Peabody LLP and Roberts won a PRism for the guest essay, “Black scholars honor helped many on to successful careers,” published in the Democrat and Chronicle. Penned by Rochester Urban League President William Clark and attorney John Witmeyer, the essay highlighted four black professionals who were recipients of scholarships from the William E. McKnight Scholarship Fund. The first African-American partner at any major Rochester law firm, McKnight died in 1985, and the fund has supported minority scholarships since that year.
In the direct mail/direct response category, Xerox Corporation—with Roberts— was recognized for Xerox’s Digital Return Direct Marketing campaign. Roberts created a multi-faceted campaign including a direct mail piece with a boomerang, e-mails, online banner ads, direct voicemails, an online landing page, and a customized travel brochure for a raffled trip to Australia. The response rate and return on investment were huge successes for the campaign.
As an Anvil Awards Program, Rochester’s Prism Awards recognize complete public relations programs and tactical elements incorporating sound research, planning, execution and evaluation. Work by Rochester agencies was judged by an impartial panel of senior-level professionals from the PRSA chapter in Maryland.
“While we work to help our clients attract and retain customers, not to win awards, it is especially gratifying to be able to do both in partnership with our clients,” said Murtha, president and CEO of Roberts Communications.