A current MAB PEP Campaign airing for The Michigan Veterans Affairs Agency (MVVA) was recently honored with a Pinnacle Award for its “One call. One stop. One agency. 24/7 veteran resources” campaign. The campaign invites those who have served to connect with MVAA and the benefits they’ve earned.
The agency was recognized in the public service campaign category, receiving the top honor from the Central Michigan chapter of the Public Relations Society of America during the 2016 PACE Awards celebration, held April 14.
The statewide advertising campaign featured four veterans’ transition from active duty, getting ready for a job interview, exercising with a service dog, and enjoying retirement. The campaign serves to notify Michigan’s 660,000 veterans that the agency is with them every step of the way.
Media partners Edge Partnerships and Such Video worked with MVAA to research, plan, and execute the concept, which included statewide television advertisements, billboards, radio, and digital ads.
The campaign was boosted via the Michigan Association of Broadcaster’s Public Education Partnership (PEP) program, as well as the Non-Commercial Sustaining Announcement (NCSA) program beginning in November 2015 and will continue through October of this year. The program helps non-profit organizations and government agencies bring attention to their issues, services, and programs by utilizing the airtime from 386 member radio and television stations to connect services with communities.
Here is the award-winning spot that aired statewide:
The 2016 PACE Awards recognized mid-Michigan’s best public relations and communications tactics and campaigns during the 2015 calendar year. The annual ceremony honors public relations practitioners who, in the judgment of their peers, have successfully addressed a contemporary issue with exemplary professional skill, creativity and resourcefulness.
MVAA was honored with the Pinnacle Award for best public service campaign, recognizing programs that advance public understanding of a societal issue, problem or concern.