The Motherhood was named 2016 Agency of the Year by the Public Relations Society of America’s Pittsburgh chapter at its annual Renaissance Awards ceremony on January 28, receiving recognition for outstanding contributions to the public relations industry. The Renaissance Awards program is a gathering of the region’s top public relations and communications professionals from leading agencies, corporations, non-profit organizations and educational institutions.
Our work received the highest honor of the evening, Best in Show, for The Stork OTC campaign, which also won a Renaissance Award the Digital Social Media Campaign category. This entry was the only entry, out of nearly 90, that received a perfect score from the judging panel*. This award-winning campaign engaged 30 influential bloggers who had experience with fertility issues for a social media campaign to generate awareness of The Stork at-home conception device’s move from prescription to over-the-counter (OTC) availability. The program generated 57 million impressions, a trending hashtag and contributed to the device selling out at CVS/pharmacy online.
The Motherhood also received a Renaissance Award in the Online and Social Blogger Outreach category for the Brain Chase campaign. This 2015 campaign included a partnership with the team at Brain Chase, a new online “adventure learning” program for kids, aimed at helping them avoid summer learning loss. The Motherhood engaged a strong team of influential bloggers to help raise awareness and drive signups for the summer 2015 program. During the four-month campaign, the blogger team drove one-third of total sign-ups.
In both the Digital Social Media Campaign category and Community Relations & Public Service category, The Motherhood earned Awards of Merit for the P&G Power of Clean campaign. For this campaign, The Motherhood partnered with P&G and Ketchum to execute a campaign behind the P&G Children’s Safe Drinking Water Program. Twenty bloggers initiated a conversation about “Power of Clean” and drove video views, helping to deliver a donation of 126,000 days of clean water.
The Motherhood’s entry for the United Nations Foundation’s Shot@Life Campaign was also recognized with an Award of Merit in the Community Relations and Public Service Category. For this campaign, we worked with United Nations Foundation’s Shot@Life to engage 50 influential bloggers to participate in a “blog relay,” sharing inspiring quotes on blogs and social channels. Each comment, like or share of their posts triggered one vaccine donation, with an overall total of 60,000 donations in four weeks.
Our partner agency on the recent Bolthouse Farms Kids program, Smith Brothers Agency, also took home a Renaissance Award in the Marketing Communications category for the “Snack Mob Sampling Tour.” To elevate the Bolthouse Farms Kids brand in Pittsburgh and generate awareness of its new products in partnership with Smith Brothers, The Motherhood enlisted a powerhouse team of influential Pittsburgh moms to attend a series of local market #SnackMob truck events throughout the city and encouraged their readers to do the same. Bloggers also used their social media posts to spread the word about the #SnackMob contest and to document their own experiences with this one-of-a-kind snack truck.
The Motherhood team extends its gratitude for our brand partners and nationwide network of bloggers with whom we had the honor of creating this award-winning work.
Last night’s Agency of the Year and campaign recognition follows a very successful 2015 ceremony, during which The Motherhood took home the first-ever People’s Choice Award, after our campaign around Daniel Tiger’s Neighborhood with The Fred Rogers Company received the most votes from the PR professionals in attendance. Beyond the ceremony, The Motherhood was also named the second-fastest growing marketing company in our headquarters city in 2015, as well as AMA Marketer of the Year.
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*Entries were independently evaluated by a panel of judges from PRSA’s East Central District, comprised of chapters from Ohio, Michigan, Indiana, Western and Northwestern Pennsylvania, West Virginia and Kentucky.
