Silver Anvil Awards: Shaving the Way to Conquer Kids’ Cancer

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 Kathleen Ruddy, executive director of the St. Baldrick’s Foundation, and Andrea Moody, senior vice president and partner at Fleishman-Hillard, about the “Shaving the Way to Conquer Kids’ Cancer” campaign.

 

The St. Baldrick’s Foundation is a nonprofit organization that raises money for childhood cancer research. St. Baldrick’s holds worldwide head-shaving events where attendees proudly ‘brave a shave’ to raise money for pediatric cancer research. During the 2009 economic downturn, the organization challenged Fleishman-Hillard to help St. Baldrick’s stand out from other nonprofit organizations and to develop and execute an extraordinary campaign as creative as the organization itself.

 

The 2009 “Conquer Kids’ Cancer” campaign was created as a yearlong program to increase donations, participation and spread awareness of St. Baldrick’s mission.