PRSA-NCC presents PRR with 2013 Thoth Best in Show Award

Sep 21 2013

The Public Relations Society of America, National Capital Chapter (PRSA-NCC), presented PRR with its 2013 Thoth Best in Show Award Wednesday, the evening's top honor for Washington D.C.-area industry professionals.

PRR's "Healthy Teen, Health Kids" campaign, conducted in partnership with the Maryland Department of Health and Mental Hygiene, Office of Oral Health, is aimed at promoting oral health literacy among low-income families.

"Tooth decay is 100 percent preventable, yet two out of every five children experience it by kindergarten," says PRR managing principal Mike Rosen. "During the worst economic times in this country, the people of Maryland found funds to try and fix this problem.  They put their trust in PRR.  We worked with them to implement several unprecedented approaches to increase pediatric oral health literacy. Healthy teeth are the hallmark of overall health, and the results of this campaign will ensure that children grow up to reach their potential. We at PRR helped do that, and we are honored that our industry took notice."

The PRSA-NCC recognizes and honors outstanding public relations campaigns and initiatives produced by Washington D.C.-area industry professionals at its annual Thoth Awards gala (pronounced "Tot"), named for the Egyptian god of information and communication.

"On behalf of the Chapter, I would like to congratulate tonight's winners of Thoth Awards, Certificates of Excellence, and PRR, Inc. for their Best of Show victory," said PRSA-NCC President Samantha Villegas. "Their outstanding work sets an example for all professional organizations who aspire to advance in the field of strategic public relations."

In addition to Best in Show, PRR also took home a Thoth Award in the Integrated Communications - Government category, one of 35 categories for which strategic communications campaigns are recognized.

The primary goal of the oral health literacy campaign was to prevent dental disease among infants and children in low-income families. Secondary goals included increasing the number of dentist visits and demonstrating the campaign's impact to receive further funding and support.

Facets of the campaign's 18-month launch period included research (literature review, geo-mapping, telephone surveys and focus groups), an informational website and hotline, distribution of 96,000 oral health kits, a kick-off press event, a media relations campaign, direct mail brochures, community partnership outreach and social media.

Since the campaign's August 2012 introduction, the Maryland area has seen a 13 percent uptick in awareness about oral health and a seven percent increase in visits to the dentist. Of those reporting to have received an oral health kit, 100 percent said they use the contents. Some 27 million media impressions—earned and paid—were garnered from the campaign.

"We are excited to accept the 2013 Thoth Best in Show Award," said John Welby, Director of Oral Health Literacy, Maryland Office of Oral Health. "This award helps shed light on the often and forgotten importance of oral health for children not just in the state of Maryland, but throughout the nation."

The "Healthy Teeth, Healthy Kids" campaign was also recently awarded a "Best of Category" Summit Marketing Effectiveness Award (MEA). The Summit MEA recognizes and rewards companies for innovative and leading-edge creative work that uses strategy and results-based effectiveness to create solutions in today's marketplace.