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Nurses
for a Healthier Tomorrow has been awarded the Public Relations
Society of America's 2002 Silver Anvil Award, which recognizes
the best in strategic public relations planning and implementation.
Nurses
for a Healthier Tomorrow received the Silver Anvil Award in
the Public Service: Business category. The coalition was one
of 47 Silver Anvil recipients out of more than 600 entries.
"As
a Silver Anvil Award winner, Nurses for a Healthier Tomorrow
has been recognized by its industry peers to have met the
highest standards of performance in the public relations profession,"
said Gerard F. Corbett, chairman of the 2002 Silver Anvil
Awards and vice president of Hitachi America Ltd. "We
congratulate them on the exemplary research, planning, execution
and results they delivered in this program."
"Being
a Silver Anvil Award winner is an impressive accomplishment,"
said PRSA Executive Director and COO Catherine A. Bolton.
"PRSA is proud to honor Nurses for a Healthier Tomorrow
for its excellence in public relations."
Nurses
for a Healthier Tomorrow was recognized for its national campaign
designed to boost the attractiveness of nursing as a profession.
The campaign targets middle- and high school-age youth, although
retaining current nurses also is an objective.
Using
the tagline "Nursing. It's Real. It's Life.", the
Nurses for a Healthier Tomorrow campaign includes seven print
advertisements featuring real nurses, a television public
service announcement, a movie theater ad and a Web site (www.nursesource.org).
Coalition sponsor JWT Specialized Communications created the
advertising and Hetrick Communications Inc. handled media
relations, public relations and project management.
Since
the coalition was launched, more than $1 million in monetary
and in-kind contributions have been raised, the nursing shortage
issue has received editorial coverage nationwide, the coalition's
PSA and print ads are running nationwide, and enrollments
in entry-level nursing programs increased in fall 2001, ending
a six-year period of decline.
In addition
to JWT Specialized Communications, other Nurses for a Healthier
Tomorrow sponsors include Nursing Spectrum; NurseWeek;
The Helene Fuld Health Trust, HSBC Bank USA, Trustee; Rollin
M. Gerstacker Foundation; Independence Foundation; Kaiser
Foundation Health Plan Inc.; Seabury & Smith and Isis
New Media.
The Silver
Anvil Awards competition has grown steadily in scope and stature
since its inception in 1946. Today Silver Anvils are awarded
for programs in 15 categories and several subcategories. In
the 55 years since the Silver Anvil program began, more than
1,000 organizations have received Silver Anvils for excellence
in public relations.
The Public
Relations Society of America, headquartered in New York, is
the world's largest professional organization for public relations
professionals, with nearly 20,000 members, organized into
117 chapters nationwide, who represent business and industry,
counseling firms, government, associations, hospitals, schools,
professional services firms and nonprofit organizations.
COALITION
WINS OTHER AWARDS
In
addition to the national PRSA Silver Anvil Award, Nurses for
a Healthier Tomorrow has received the following awards:
2002
PRSA EAST CENTRAL DISTRICT ROUND-UP AWARDS
First place in the Public Service Campaign category. The East
Central District of the Public Relations Society of America
includes 15 chapters in Indiana, Kentucky, Michigan, Ohio,
western Pennsylvania and West Virginia.
2002
HOOSIER PRSA PINNACLE AWARDS
Award of Honor in the Public Service Program category. The
Hoosier chapter of the Public Relations Society of America
presents this award.
2002
IABC INDIANAPOLIS EPIC AWARDS
Award of Excellence in the Multi-Audience Communication category.
The Indianapolis chapter of the International Association
of Business Communicators presents this Excellent Performance
in Communications Award.
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