Bromley/MS&L 2 @ 2001 Golden World Awards.

San Antonio-based Bromley/Manning, Selvage & Lee (MS&L) has received global confirmation of its public relations targeting Hispanics. This October in Berlin, the agency will be honored with two awards at the 11th annual International Public Relations Association’s (IPRA) Golden World Awards (GWA) for excellence in public relations for its client work with the Boy Scouts of America and with Western Union.

Only 25 public relations programs from 11 different countries were recognized in this year’s competition. Awards were made to agencies from Australia, Austria, Brazil, Canada, Germany, Hungary, Poland, Spain, Turkey, UK and the USA. The Golden World Awards for Excellence is the annual international public relations program created and organized by the IPRA.
The Boy Scouts of America campaign, entitled ¡Scouting! Vale la Pena, was selected for the international Community Relations Award of Excellence. The Hispanic initiative succeeded in designing a synchronized public relations and advertising outreach campaign to boost awareness of Scouting and the values of Scouting among Hispanic youth, parents and community leaders in South Texas.

“The development of the ¡Scouting! Vale la Pena campaign was strategically planned and executed,” says Phil Bevins, director of external communications for Boy Scouts of America. “Our pre- and post-survey results proved that utilizing public relations for this grassroots effort significantly helped meet and exceed our goal in increasing awareness and membership among Hispanics.”

The Western Union Helping Hands program received an honorable mention in the Public Service Campaign category. The international initiative helped establish a global community relations program to empower Western Union consumers to make positive changes in their lives. Through community partnerships, outreach materials, workshops and special events, the Bromley/MS&L program provided resources to Central Americans in the U.S. in important areas such as health, money, schools, immigration, job opportunities and workers’ rights.