NEW YORK (June 14, 2013)
—The Public Relations Society of America
(PRSA) presented its 2013 Best of Silver Anvil Award
to DuPont and Ogilvy Public Relations for their “Welcome to the Global Collaboratory: Global Food Security” campaign, an initiative to convene key global stakeholders around the issue of food security.
The campaign was selected as best from among the 144 public relations programs nominated for a Silver Anvil Award, the most prestigious award for outstanding achievement in public relations. The announcement was made last night during the PRSA Silver Anvil Awards
Ceremony at the AXA Equitable Center in New York.
According to DuPont’s winning entry, the world’s population is expected to increase to 9 billion from 7 billion by 2050. Unless influencers and policymakers find sustainable and affordable solutions to food security, a global fight to feed the world’s populace is expected. Envisioning this bleak future, DuPont knew it had a responsibility — and the ability — to help ensure food access and availability for the future.
To launch the program, DuPont sponsored a Food Security Goals Forum in February in Washington, D.C. The event served as a catalyst to initiate dialogue among thought leaders and policy makers, and as a forum for DuPont CEO Ellen Kullman
to announce a $10 billion research and development commitment to food, agriculture and biotechnology.
In May, DuPont capitalized on food security as a topic of the G8 Summit in Washington, D.C. , and announced that the company had commissioned the Economist Intelligence Unit (EIU) to develop a Global Food Security Index (GFSI) — a scoring model that assesses the strengths and vulnerabilities around food security in 105 nations. That announcement was followed by simultaneous events in Washington, Sao Paulo, Santiago and Johannesburg, where the GFSI was revealed to 3,000 academics, government officials, NGOs and business leaders. The events also were streamed live on the internet.
In all, more than 500 global influencers in 10 countries attended the DuPont events, resulting in more than 15 global organizations requesting briefings on the issue of food security. In addition, eight new partners emerged to join DuPont in its fight, including USAID, John Deere and the Buffet Foundation.
Most importantly, the campaign helped DuPont shed its image as a chemical company, and recast itself as a leader in
“Through this ground-breaking campaign, DuPont was able to demonstrate its commitment to food security, and bridge sharp divisions among governments, public policy leaders and corporations to engender cooperation among institutions capable of creating long-term solutions to the issue of food access and availability,” said James J. Roop, APR, Fellow PRSA
, chair of PRSA’s Honors and Awards Committee.
“The work has been transformational across the food security space and has helped secure DuPont at a seat at the table where critical discussions and debates on the issues are taking place,” said Anthony Farina
, Head of Global Public Affairs & Director of Corporate Communications for DuPont. “The collaborative partnership we have with Ogilvy has been incredibly rewarding, and we’re honored to be acknowledged with the best of Silver Anvil by such an esteemed organization as the PRSA.”
About the Public Relations Society of America
is the largest professional organization serving the U.S. public relations community. With a mission to “advance the profession and the professional,” PRSA provides news and information, thought leadership, continuing education and networking opportunities; sets standards of professional excellence and ethical conduct
; and advocates for the business value of public relations
and greater diversity
among public relations professionals. Based in New York, PRSA comprises 112 local Chapters
; 14 Professional Interest Sections
that focus on specific industries and practice areas; and the Public Relations Student Society of America
(PRSSA), which is active at more than 320 colleges and universities