Silver Anvil Awards: Creating a World with More Birthdays

The PRSA 2010 Silver Anvil Awards podcast series features finalists from this year's program. The Silver Anvil Award recognizes complete public relations programs incorporating measurable and sound research, planning, execution and evaluation. These four areas represent the solid criteria by which senior practitioners judge each entry to ensure it meets the highest standards of performance in the profession.

 

Listen in as Deb Radman, APR, PRSA Fellow, speaks with the American Cancer Society’s Amy Swygert, vice president of strategic communications planning and Greg Donaldson, national vice president of corporate communications, about the “Creating a World with More Birthdays” campaign.

 

The American Cancer Society and Brodeur Partners developed the More Birthdays movement to help deepen understanding of how the Society saves lives in communities nationwide and to unite people passionately committed to creating a world with less cancer and more birthdays. Through the movement, the Society is reinventing itself by simply and positively communicating its progress in saving lives from cancer and engaging new members in the fight.

 

Thus far, the effort has shown statistically significant increases in awareness and relevance of the Society's mission and is cultivating a new generation of donors and volunteers for this legacy brand.