Silver Anvil Awards: Expanding the Soy “Health Halo” to Health Professionals

June 11, 2010 by Cecilia Hughes
Silver Anvil logo2The 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.
Join us as Deb Radman, APR, PRSA Fellow, speaks with Steve Poole from the United Soybean Board, about the “Expanding the Soy ‘Health Halo’ to Health Professionals” campaign.
09C-03 2The United Soybean Board (USB), a farmer-led organization overseeing the investments of all U.S. soybean growers, charged Publicis Consultants | PR with driving demand for soybean oil. Publicis leveraged limited funds and overcame the challenge of energizing Americans about basic but better-for-you cooking oils by expanding the perception of the soy “health halo” from soy protein to soybean oil via outreach to key influencers: health professionals. Executing this strategy through tradeshows, speaking engagements, patient education materials, online communications and media relations, Publicis and the USB helped to propel human uses for soybeans.
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