2012 Silver Anvil Award of Excellence Winner — Multicultural Public Relations — Associations / Government / Nonprofit Organizations
To support the introduction of an important new line of Crest Complete oral care products designed for U.S. Hispanics, MSL New York helped build and grow the first ever partnership between P&G and the influential Hispanic Dental Association (HDA). This partnership extended into a strategic PR campaign consisting of a survey designed to raise the profile of the state of oral health among Hispanics nationwide. In addition to media results, the initiative helped establish a strong relationship between P&G and the HDA, and elevated the Crest Complete brand as a leader in oral health among the growing U.S. Hispanic population.
Multicultural Public Relations campaigns are any type of programs, such as institutional, marketing and community relations, specifically targeted to a cultural group.