This year PRSA partnered with Inside PR, a weekly podcast about public relations and social media, hosted by Gini Dietrich in Chicago, Joseph Thornley in Ottawa and Martin Waxman in Toronto and produced by Thornley Fallis to get behind the scenes interviews with several Silver Anvil finalists.
The Minnesota Pork Board and Weber Shandwick received a Silver Anvil Award for their campaign, "Oink Outings: Bringing Moms to the Farm."Inside PR's Dietrich interviewed Judy Bode from the Minnesota Pork Board and JoDee George, leader of Weber Shandwick Farm & Food Advocacy Practice.
Last summer, Minnesota Pork decided to take action in the Twin Cities to begin building relationships and fostering trust with those in the state who tend to be far removed from today’s farms. This effort was a proactive move to reach out to consumers and build consumer confidence in pork production. The result? A 50-79% increase in trust and 1,860 pounds of pork donated to help feed area families in need.
Bode talks about what a great opportunity it was to bring moms to the farm where she works. She said, "I can teach them and talk to them about what I actually do on a Minnesota Pork Farm and it gives moms a chance to ask questions about what occurs on a Minnesota Pork farm, while offering them new products that they can serve to their families at home."
For more pre-ceremony footage of the Minnesota Pork Board and Weber Shandwick before their big win, check out the video interview.