WASHINGTON, D.C., Sept. 17, 2013 – Stratacomm LLC is thrilled to announce that its “Dump That Sugar!” press conference, which launched the Horizon Foundation’s “Howard County. Unsweetened.” campaign in December 2012, has won a Public Relations Society of America (PRSA) Bronze Anvil Award. The Bronze Anvil Award recognizes and honors the very best public relations tactics executed each year. This year’s competition drew a total of 759 entries of which only 50 organizations were selected by the Bronze Anvil Judges as Bronze Anvil winners.
The Horizon Foundation engaged Stratacomm, a strategic communications firm, and Salter>Mitchell, a communications and research firm, to coordinate the successful “Dump That Sugar!” press conference to reduce consumption of sugar-sweetened beverages in Howard County, Md., where one out of every four children is obese or overweight. The press conference included the staggering visual of dumping 10 tons of sugar (actually white sand), representing the amount of sugar consumed if every student at one local middle school drank one 12-ounce soda per day for a year.
The press event also unveiled the centerpiece of the campaign, a user-friendly online tool called the Better Beverage Finder, featuring approximately 300 low-sugar drinks and a variety of search criteria for parents. The event featured County Executive Ken Ulman and several speakers representing leadership from the local health department, school system, faith communities, an entire middle school student council and local concerned moms.
Media coverage of the event garnered more than 12.9 million audience impressions and was covered by outlets throughout Howard County, the state of Maryland and Washington, D.C., including 30 television hits in the D.C. and Baltimore markets. Coverage also included a handful of stories nationwide, a supportive editorial in The Baltimore Sun, an article by The Washington Post featuring the Better Beverage Finder, and radio stories on Baltimore’s leading news stations.
For more than 40 years, the Bronze Anvil Awards have celebrated the “best of the best” in public relations tactics — the individual items or components that contribute to the success of an overall program or campaign. These tactics — whether a media relations program, website, annual report, podcast, blog or use of social media — are the hardworking parts of any successful public relations program.
About Stratacomm LLC
With offices in Washington, D.C. and Detroit, Stratacomm is an independently-owned and operated, full-service communications consultancy. The firm provides trusted counsel and tactical support to help clients educate, persuade and motivate targeted audiences to achieve measurable results. Using research to set benchmarks and identify insights that guide the way, Stratacomm creates and runs integrated communications campaigns that raise awareness, enhance reputation, shape policy and build market share. We harness the full range of communications platforms including earned, shared, owned and paid media channels. Our core competencies include transportation, energy and environment, infrastructure, and public health and safety.