Silver Anvil Awards: Love is Not Abuse

June 02, 2011 by Melissa Snead
The PRSA 2011 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 Gary McCormick, APR, PRSA Fellow, as he speaks with Anne Glauber, executive vice president at Ruder Finn, and Jane Randel, senior vice president at Liz Claiborne, Inc. (LCI), about the “Love is Not Abuse (LINA)” campaign.
 
LINAAn independent survey conducted by TRU Research for LCI has found that nearly one in three teens, ages 13-18, report actual sexual abuse, physical abuse or threats of physical abuse. According to 2009 U.S. Census Bureau estimates and LCI data, a staggering 16.7 million teens (ages 13-18) nationwide are affected by dating violence and abuse.
 
To fill an information void on digital abuse, Ruder Finn expanded the “LINA” curriculum to include a new lesson on tech abuse, making “LINA” the first curriculum available to middle and high schools to include this new information. Additionally, Ruder Finn and Liz Claiborne targeted states for legislation with the National Foundation for Women Legislators.
 
As a result, the “LINA” curriculum is now being taught in and by more than 10,000 schools and organizations across all 50 states, and teen dating violence legislation has passed in 13 states.
 
Gary McCormick served as PRSA chair and CEO in 2010. He currently works in the corporate public relations arena as director of partnership development for HGTV.
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