The National Council of Juvenile and Family Court Judges (NCJFCJ) and KPS3 received the prestigious award for the Most Effective Campaign On A Shoe String for Nonprofit Organizations for their Preventing Child Abuse and Neglect campaign at the annual Public Relations Society of America (PRSA) Anvil Awards ceremony in New York City.
Since 1944, the Silver Anvil, which symbolizes the forging of public opinion, has been annually awarded to organizations that have successfully addressed contemporary issues with exemplary professional skill, creativity and resourcefulness. The Silver Anvil Awards recognize complete programs that incorporate sound insights and analysis, planning, execution and evaluation. They must meet the highest standards of performance in the profession of public relations. They are considered the “Oscars” of the PR industry.
“We wanted to enter the Silver Anvils because we believed we had a solid plan and campaign that followed best practices of RPIE—research, planning, implementation and evaluation—for the program to be considered,” said Chrisie Yabu, vice president of PR, KPS3. “In addition to that, we wanted to amplify our efforts in northern Nevada across the national stage. We were floored when we were notified that we were finalists, and then recipients, among a prestigious group of clients and agencies.”
This is KPS3’s first Silver Anvil Award and is a rare public relations moment for the communications community in northern Nevada. It not only represents national prestige but serves as motivation to continue raising awareness on this important topic. “We are proud that this award demonstrates the dedication we have for our clients and their purpose,” said Chrisie.
There are more than 900 abused and neglected children living in foster care in Washoe County. The goal for the Preventing Child Abuse and Neglect campaign was to raise awareness of child abuse and neglect in northern Nevada and increase public support for those children. The campaign was created and developed in Reno, Nev., and although it was implemented with a small budget, it engaged local community partners, gained local media attention and received national attention from PRSA for its outstanding objectives, strategies and success.
The NCJFCJ’s goal goes much further than one campaign and one award. They aim to replicate this program annually in northern Nevada and continue to create awareness and increase public support of national issues facing children and youth.
The first step taken to develop this plan was conducting primary and secondary research. During the primary research stage, we interviewed a judge who is an expert on the topic of abused and neglected children. Secondary research consisted of reviewing updated reports from the Nevada Department of Health and Human Services (DHHS). We reviewed the information and resources offered by the Prevent Child Abuse Pinwheels for Prevention national effort and were also able to receive pinwheels and download pinwheel coloring sheets for one of our events.
We met our objectives to create awareness for child abuse and neglect prevention. Share of voice on NCJFCJ’s website and social media increased by 5 percent in April 2018. We obtained six media stories covering the events and child abuse prevention awareness. We achieved our outreach objectives by partnering with local organizations, Reno Aces and the Reno 1868 FC, as well as Coffeebar to host community outreach events. Organizations such as the Washoe CASA Foundation and Bikers Against Child Abuse (B.A.C.A.) attended our events.
In addition, 2018 was a record-breaking year for the Washoe County Human Services Agency where they created 200 new families in the area. Child abuse and neglect cases decreased by 5 percent in Washoe County in six months. CPS investigations in Washoe County declined by 5 percent.
“An effective awareness campaign is not measured by the size or budget, but by its impact,” said Victor Leyba, NCJFCJ communications manager. “With so much amazing and meaningful work in the northern Nevada community, we encourage any PRSA member to enter the Silver Anvils.”
The Silver Anvil award symbolized a win not only for the communications community but for children and youth in northern Nevada.
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