Nonprofit PR Awards: Public Service


Schmidt Public Affairs/DaVita - Alonzo Mourning & George Lopez Team Up for Kidney Disease Awareness 

Public Service_Schmidt Public Affairs DaVitaTo raise awareness about kidney disease and encourage preventative treatment, Schmidt Public Affairs and client DaVita teamed up with NBA All-Starr Alonzo Mourning and comedian/actor George Lopez--both kidney transplant survivors.

One in 10 American adults (ages 20 and up) suffer from kidney disease and many more are at risk. Many individuals are already at risk of kidney disease don't realize it, primarily because of innocuous symptoms. Thus, one of the big challenges for Schmidt and DaVita was creating awareness.

Kidney disease is especially problematic within minority communities, often due to poor healthcare and lack of health insurance. With that in mind, the team wanted to target African American and Hispanic communities.

The messages reached over 37 million Americans. Breaking that down further, the PSA was broadcast nearly 8,000 times  nationwide on more than 450 TV and radio stations.

Honorable Mentions:

  • National Association of Broadcasters - OK2TALK: Giving Youth a Voice to Discuss Mental Health
  • Ogilvy Public Relations  - CDC's Screen for Life: National Colorectal Cancer Action Campaign

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About Caysey Welton

Caysey Welton is Associate Editor at PR News and Folio: Magazine. He spent more than a decade as a chef and restaurant professional before switching tracks to pursue his passion for media and communications. Caysey has a deep interest in converging media landscapes and ecosystem disruptors, public relations and crisis communications. He holds a BS in Media, Culture and Communications from New York University.



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