2013 PR Agency Elite Awards: Advocacy


Fraser CommunicationsWinner: Fraser Communications

The mantra at Fraser Communications is "doing well by doing good." For the past 14 years the PR agency has worked on advocacy campaigns in multiple areas, ranging from early literacy to STD prevention to safety and emergency preparedness. Fraser’s work on behalf of First 5 California—which supports children during their first five years so they’re healthy and better prepared for school—helps to illustrate the agency’s approach to advocacy PR.

Using an ordinary Ford Box Truck, Fraser developed what became the Hands-On Health Express—a traveling interactive health exhibit that engaged kids in educational activities while connecting parents to free resources and local support. Throughout the eight-month tour, roughly 67,000 people at 117 events throughout the Golden State participated in the exhibit's activities. Fraser helped to distribute more than 52,000 pieces of collateral materials, with post-campaign research showing that 25% of the total demographic in California were aware of the Hands-On Health Express. What’s more, the effort has led other organizations to build their own exhibits to advocate healthy childhood development.

Honorable Mention:

  • Beekeeper Group


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About Matthew Schwartz

Group Editor, PR News: Matthew Schwartz is group editor of PR News, the leading source of trends, how-to content and best practices for PR professionals. Matthew leads the editorial strategy for PR News’ premium content products—including its weekly newsletter—and for its digital presence. Matthew was editor of PR News from 2003-2005. Prior to returning to PR News, Matthew was a reporter for Crain’s BtoB and Media Business magazines, where he covered business marketers and media companies. He was also editor of BMA Buzz, a biweekly email newsletter covering B2B marketing, advertising and social media, and contributing writer to Advertising Age Custom. Matthew has helped to launch blogs on behalf of ZoomInfo and direct marketing agency The Kern Organization. He also spent a few years in cable-news precincts, working as a writer/producer at CNN and Fox News Channel.



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