The winning campaign, Dove Campaign for Real Beauty, was selected as the best of the 52 public relations programs receiving Silver Anvil Awards, the icon of best public relations practices. On hand to accept the award were Stacie Bright, senior communications marketing manager, Unilever and Larry Koffler, senior vice president, consumer brands, Edelman.
"This winning entry represents the level of excellence we all aspire to achieve for our clients and employers," said PRSA President & CEO Cheryl I. Procter-Rogers, APR, Fellow PRSA, who presented the Best of Silver Anvil Award to Bright and Koffler. "Here's a campaign that breaks all the rules, takes strategic risks, and insists that the team and the consumer step outside of their comfort zone for greater rewards. Congratulations to the Unilever-Dove and Edelman team for providing us with a case-study that raises the bar for all of us!"
According to a global study, two-thirds of women strongly agree that the media and advertising set an unrealistic standard of beauty that most women can't ever achieve. Inspired by these findings, Dove launched the Campaign for Real Beauty in September 2004. This campaign, featuring six brave women who faced the world in nothing but their underwear and a lot of "sassy attitude," was launched with the hopes of changing the way women perceive their bodies, and their beauty, by widening the definition of what it means to be beautiful. Dove's "real women with real bodies and real curves," were embraced by women worldwide.
"On behalf of the Dove brand and our team, it is a tremendous honor to accept the PRSA Silver Anvil which truly represents the pinnacle of achievement in our profession," said Koffler. "This initiative was a collaborative effort grounded in research that not only engaged key stakeholders to help provoke a societal debate, but ultimately resulted in a strong self-esteem awareness program."
The campaign also extended to girls ages 8 to 17 through the "Uniquely Me!" program, developed by Dove and the Girl Scouts of America. Dove donated one dollar to "Uniquely Me!" for every person who signed the Campaign for Real Beauty pledge at www.campaignforrealbeauty.com between July 7 and August 31, 2005, up to $50,000.
"The Dove Campaign for Real Beauty was chosen by a panel of judges as the Best of Silver Anvil because it clearly demonstrates the power of a well-researched, planned and executed public relations program," said David M. Imre, APR, 2006 PRSA Silver Anvil chair and president, Imre Communications, LLC. "This campaign effectively challenged hundreds of thousands of men and women worldwide to rethink their ideas of what beauty really is."
The Silver Anvil Awards program has grown in scope and stature since its inception in 1946, and are now awarded to programs in 54 categories. In the 60 years since the inception of the Silver Anvil Awards program, more than 1,000 organizations have received Silver Anvils for excellence in strategic public relations planning and implementation. For a complete list of all 2006 Silver Anvil winners, click here http://www.prsa.org/_Awards/silver/winners2006.asp.
The winners of the 2006 Bronze Anvil Awards, recognizing outstanding achievements in public relations tactics, were also acknowledged during the Silver Anvil Awards Evening. For a complete listing of winners, click here http://www.prsa.org/_Awards/bronze/winners2006.asp?ident=brnz3.
About the Public Relations Society of America (PRSA)
The Public Relations Society of America (www.prsa.org), based in New York City, is the world's largest organization for public relations professionals. The Society has more than 29,000 professional and student members. PRSA is organized into 112 Chapters nationwide, 19 Professional Interest Sections, along with Affinity Groups, which represent business and industry, counseling firms, independent practitioners, military, government, associations, hospitals, schools, professional services firms and nonprofit organizations. The Public Relations Student Society of America (PRSSA) has 272 Chapters at colleges and universities throughout the United States.