Platinum PR Award Winner: Public Service Announcement: PSA Uses Lighthearted Peg To Promote Heavy Message

When the National Breast Cancer Awareness Month (NBCAM) launched its PR campaign in October 2001 the hook was a VNR -- discussing early screening and access to early screening
for breast cancer -- that was distributed to news outlets nationwide. But like most if not all PSAs during that period it took a backseat to wall-to-wall coverage of the September
11 attacks. Exposure for the NBCAM campaign was minimal.