WASHINGTON (June 24, 2002) -- The Catholic Campaign for Human Development (CCHD) has won a national Silver Anvil Award, the most prestigious award in the public relations industry, for its "Poverty, USA" public service campaign. The award was presented June 6 at a ceremony held at the Equitable Tower in New York City. Crosby Marketing Communications in Annapolis, Md., created the campaign.
Silver Anvils were given to 53 finalists out of 603 entries in the 2002 Silver Anvil Award competition, which recognizes the very best in strategic public relations planning and implementation. The Public Relations Society of America (PRSA) sponsors the competition.
Launched in 2001 to help call attention to the more than 32 million people in America still living in poverty, the "Poverty, USA" campaign utilized TV, radio and print public service announcements distributed to more than 13,000 media outlets nationwide.
The campaign messages have reached millions of people through $6.5 million in donated media time and space, nearly 700 news stories generated about the issue and thousands of visitors to the Crosby-designed campaign Web site, www.povertyusa.org
Research conducted prior to the campaign showed that while poverty is a concern, it's not top-of-mind with Americans. In fact, on an unaided basis, concern with poverty only ranked #11, behind issues such as education, health care and crime. Objectives of the campaign are to educate the public about the serious nature of poverty in America and to change perceptions about why people live in poverty.
"Winning the Silver Anvil Award is a great honor," said Rev. Robert J. Vitillo, Executive Director of the Catholic Campaign for Human Development. "But more importantly, the attention from this prestigious award will help further spread the message about the plight of poor and low-income Americans."
"The Catholic Campaign for Human Development's mission is to break the cycle of poverty and to assist with building strong communities. Breaking the cycle begins with raising awareness of the problem," Father Vitillo continued. "The 'Poverty, USA' campaign has been instrumental in putting this important issue before the American public."
The non-profit Catholic Campaign for Human Development, based in Washington, D.C., is one of the largest private funding organizations for self-help programs for the poor in America. For more than 30 years, CCHD has been committed to working toward the elimination of poverty and injustice. The Campaign is sponsored by the United States Conference of Catholic Bishops and is primarily supported by an annual collection in U.S. Catholic parishes. For more information on the "Poverty, USA" campaign, visit www.povertyusa.org
The Public Relations Society of America (www.prsa.org) headquartered in New York City, is the world's largest professional organization for public relations professionals, with nearly 20,000 members. The Silver Anvil Awards competition has grown steadily in scope and stature since its inception in 1946. A panel of public relations industry leaders judge the entries based on the success of a campaign's research, planning, execution and results.
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