2011 Platinum PR Awards: Multicultural Campaign


Winner: Hill & Knowlton – Merck Asma en Español: Creating an Asthma ResourceCenter for the Hispanic Community

A national survey by Merck and the Asthma and Allergy Foundation of America revealed that awareness of asthma was limited among the nearly 3 million Hispanic-Americans who suffer from it. Hill & Knowlton set out to change that, using a variety of tactics, such as a Spanish-language Web site (www.AsmaEnEspanol.com), media outreach and trusted spokespeople, including Dayanara Torres (pictured), who served as the face and voice of the campaign. More than 8,000 unique visitors accessed the site, with nearly 8,700 downloads of patient content. —RD


Honorable Mentions:

Alpaytac – Bellator Fighting Championships: Hispanic Community Cornerstone for Growth: Alpaytac tells the stories of Hispanic fighters for mixed martial arts brand Bellator.

Burson-Marsteller – Mark It. Scan It. Vote the New Way. Preparing NYC Voters for Paper Ballots: New York City’s 4.3 million voters are prepped by Web sites and educational materials.

Euro RSCG Worldwide PR – Meeting the Eye Health Needs of Culturally Diverse Groups: Euro RSCG, with Transitions Optical, raised awareness of cataracts and glaucoma among high-risk Hispanic-, Asian- and African-American populations.

Flowers Communications Group – McDonald’s McCafé Launch Summer Festival & Concert Series: Summer concert and arts events helped build awareness and drive in-store traffic among the African-American community.

Howard Brown Health Center and PCI – Creating a Lifeline for LGBTQ Health Center: In Oct. 2010, Howard Brown and PCI raised $633,000 in 50 days, increased its Facebook following and rebuilding public confidence in the center, which faced a financial crisis.

Weber Shandwick Chicago - Degree Women Fine Fragrance Collection Latin GRAMMYs Program: Fans were treated to behind-the scenes videos of Latin GRAMMY winner Shaila Durcal preparing for the awards program.


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