Euro RSCG Worldwide PR won the PRWeek Award’s Multicultural Marketing Campaign of the Year for its “Meeting the Eye Health Needs of Culturally Diverse Groups” program for Transitions Optical, Inc.
@erwwpr has worked with Transitions Optical on multicultural outreach since the program’s launch in 2006. The initiative first focused on the Hispanic demographic, after which Transitions Optical asked the agency to target other growing ethnic populations, including African Americans and Asian Americans. Branded Transitions Cultural Connections (TM), the initiative educates groups about their unique eye-health risks—and helps eyecare professionals do the same (and reinforces Transitions Optical’s leadership in this cause). Said one PRWeek Awards judge about the campaign: “Euro RSCG’s efforts to make diverse communities ‘see’ their eye-health needs are brilliant.”
“Through our decades of work with Transitions Optical, we really know this industry and how to continue raising the bar on our creative thinking to keep the company—plus eyecare professionals, the trade media, and Transitions’ current and potential customers—successfully focused on the future,” said Katie McSorley, president, Mid-Atlantic, who leads the staff that makes up @erwwpr’s Transitions Optical team. Last month, the Pittsburgh Chapter of the Public Relations Society of America named her to its Renaissance Hall of Fame. “We’re looking forward to what’s next,” McSorley added. The multicultural initiative for Transitions Optical and various components of it have won a dozen other awards in just the past three years.
For the 2012 PRWeek Awards, @erwwpr was also named one of only five finalists in the Cause-Related Campaign category. The “Portraits of Heroes” song contest the agency created for Sears to honor our country’s warriors led to country music star Josh Gracin’s hit song “Can’t Say Goodbye”—and to not only the PRWeek finalist spot but also one for the PR News CSR Awards, in its Video Initiative category.
“We all feel so gratified that our work is continuing to be recognized by our peers in 2012,” said Marian Salzman, CEO, North America, who judged another section of the PRWeek Awards. “It’s opening up new doors for us on many fronts, not the least of which is an expansion of work from the clients for whom we’re creating the award-winning campaigns. That may, perhaps, be the most rewarding—to be able to continue deepening those long-standing relationships.”