Knoxville, Tenn. (June 17, 2013)—The Tombras Group earned national recognition at the 60th annual Public Relations Society of America (PRSA) Silver Anvil Awards Ceremony in New York, N.Y., on Thursday, June 13. Tombras received a Silver Anvil Award of Excellence in the Public Service/Government category for its “FDOT @NoExcusesFL” Twitter campaign.
After analyzing data on impaired driving enforcement in 2012, the Florida Department of Transportation (FDOT) realized its messaging wasn’t getting through to young adult males. To increase awareness, Tombras created a Twitter feed that spoke directly to the target demographic. This effort increased knowledge of impaired driving enforcement by 16.9 percent and raised awareness by 141.7 percent. The Twitter account garnered more than 860,330 total impressions and attracted 2,012 new followers over the eight-week campaign. Urban radio DJs and other campaign partners tweeted to a total of 1,149,531 followers among the pre-qualified audience.
According to PRSA, more than 1,000 organizations have been recognized in the history of the Silver Anvils, including solo practitioners, agencies of all sizes, large and small businesses, top corporations, nonprofits, associations and government agencies. The 16 award categories and subcategories reflect the wide scope and valuable contribution of public relations today.
PRSA does not award Silver Anvils in categories where judges determine that entries do not merit them. Ensuring each entry meets the highest standards of performance in the profession, the Silver Anvil recognizes complete public relations programs incorporating measurable and sound research, planning, execution and evaluation, according to PRSA.
Beyond the Silver Anvils Ceremony, Silver Anvil winners contribute to the public relations body of knowledge and become a part of the legacy of the public relations profession.