Fraser Communications Earns Finalist Spot in PRSA's Prestigious Awards
Fraser Communications, a prominent female-led advertising agency in Southern California, has received recognition as a finalist in the esteemed 61st Annual PRism Awards, presented by the Public Relations Society of America-Los Angeles (PRSA-LA). This acknowledgment stems from their impactful anti-vaping campaign, themed "What's Your Reason to Quit?" developed for the local health department.
Making a Difference with a Meaningful Campaign
Dr. Renee Fraser, the CEO and Founder of Fraser Communications, expressed her gratitude for the nomination, stating, "We're deeply honored to be named a finalist. The success of our campaign is especially meaningful because it's confronting a serious issue here—vaping-related health concerns among young adults in Los Angeles. We aim to elevate awareness and promote positive change within our communities."
Targeting Vulnerable Communities
The campaign was strategically designed based on research indicating heightened vaping rates among specific demographics, including Asian, mixed-race, White, and LGBTQ+ communities. Fraser Communications conducted listening sessions with college students and young adults to gather insights that shaped a more relevant narrative, ensuring that their messages resonated with the vibrant and diverse population of LA.
Creative and Relatable Messaging
The main campaign phrase, "What's Your Reason to Quit?" effectively highlighted personal stories, tapping into the real-life experiences of those impacted by vaping. The campaign utilized various platforms including YouTube Shorts, social media, and digital advertising to share compelling tips and encourage motivations for quitting vaping. Visibility was further enhanced through strategic placements on billboards, bus advertisements, and posters throughout the region.
Empathy as the Core Strategy
Sheyla Ornelas, VP of Business Development at Fraser, remarked on the campaign's effectiveness, saying, "Most vapers have considered quitting at some point. Our campaign resonated because it engaged with their feelings and offered genuine stories that brought hope to many."
Impact in Numbers
In just a span of four months, the campaign achieved a remarkable reach with over nine million full video views and garnered more than six million impressions, significantly raising public awareness regarding the dangers associated with vaping.
About the PRSA-LA PRism Awards
The upcoming PRSA-LA PRism Awards ceremony, hosted by Emmy-winning reporter Sarah Pilla, will take place in a historic venue, celebrating excellence and impactful communications in the industry.
About Fraser Communications
Fraser Communications stands out as one of Southern California's leading female-owned advertising agencies, dedicated to delivering innovative marketing strategies for both public and private sector clients. Founded in 1998 by Dr. Renee Fraser, the agency is well-known for its research-driven approach and effective digital and social media capabilities. As a beacon of creative marketing, Fraser Communications aims to create profound impacts in the communities it serves.
Frequently Asked Questions
What is the significance of being a finalist in the PRism Awards?
Being named a finalist in the PRism Awards reflects the high standing and recognition of the campaign within the public relations industry.
What was the focus of Fraser's anti-vaping campaign?
The campaign centered on addressing vaping health concerns among young adults, aiming to promote quitting through relatable messages.
How was the campaign's message crafted?
Fraser Communications engaged young adults through listening sessions, allowing their real-life stories and perspectives to inform the campaign's creative direction.
What platforms did the campaign use for outreach?
The campaign effectively utilized digital ads, social media, YouTube Shorts, and strategic outdoor placements to reach a diverse audience.
What makes Fraser Communications a notable agency?
Fraser Communications is distinguished by its commitment to research-driven strategies and impactful marketing, focused on addressing significant societal issues.
