Farm Town Strong Opioid Campaign Earns Top Honors in PRSA-NCC’s Strategic PR Awards
Newsroom / October 1, 2019
Campaign recognized for its measurable impact on attitudes and perceptions of the rural opioid crisis
Farm Town Strong, a joint campaign from the American Farm Bureau Federation and National Farmers Union, earned top honors in the Public Relations Society of America National Capital Chapter’s Thoth Awards for having a significant, measurable impact in reducing stigma and influencing public opinion about opioid addiction in rural America.
At an awards presentation on Sept. 27 at the National Press Club, the campaign earned the prestigious 2019 Institute for Public Relations Research Award for demonstrating excellence in the use of research in developing an informed public relations strategy and evaluating its effectiveness. Farm Town Strong was also recognized with the top Thoth Award in the public service category, and the Best in Show Award from among 14 program categories that recognize outstanding strategic public relations programs and components developed and produced in the Greater Washington, D.C. area.
Zippy Duvall, president of the American Farm Bureau Federation, said, “The Farm Town Strong campaign is a great example of the power of partnerships in addressing rural issues. No one is beyond hope and help, and our hope is that our campaign will bring light to rural families battling this terrible disease. We look forward to continuing our efforts.”
Roger Johnson, president of National Farmers Union, said, “Too many farmers and rural Americans have been directly affected by opioid abuse, and too many feel alone or ashamed and don’t know where to turn for help. As the nation’s two largest general farm organizations, we are uniquely positioned to reach rural communities. By working together, we were able to disseminate treatment resources widely and help break down the stigma associated with opioid abuse.”
In presenting the Institute for Public Relations Research Award, Mark R. Phillips, IPR commissioner, said, “We believe this campaign is a very good example of solid use of research for public relations. This campaign used research and measurement to both inform and evaluate. It provides a good case study on how research can – and should – shape PR plans, and then provide evidence of the effectiveness of these programs.”