New York (June 12, 2013) – CRT/tanaka, a full-service communications agency known for its smart, creative and inspired thinking  and industry-leading workplace culture, was recently awarded two prestigious 2013 Big Apple Awards, given by the New York Chapter of the Public Relations Society of America (PRSA-NY, www.prsa-ny.org). 

The agency received a Big Apple Awards in the Public Service (Government, Associations & Non-Profit Organizations) category for its work with the Partnership at Drugfree.org for “The Medicine Abuse Project: Preventing Half a Million Teens from Abusing Medicine.” The agency also received a Big Apple Award in the Multicultural Public Relations (Business) category for its work with Avocados from Mexico for “Avocados: Authentic, Healthy and Distinctly Mexican.”

The 2013 Big Apple Awards competition was open to all public relations professionals in New York, New Jersey and Connecticut for programs created in 2012 and implemented throughout the United States. For a campaign or program element to be eligible, most of the actual work had to be done by professionals in the tri-state area. All of the campaigns and program elements were judged by a panel of 55 judges comprised of experienced, senior-level public relations practitioners, representing a broad range of disciplines.

“The Big Apple Awards represent excellence in public relations,”said Mark Raper, CRT/tanaka chairman and CEO. “This recognition for our Partnership for Drugfree.org and Avocados from Mexico account teams is truly an honor and a tribute to the smart, strategic thinking and world-class service we provide all our clients.”

Partnership for Drugfree.org: “Medicine Abuse Project”

Together with The Partnership at Drugfree.org, CRT/tanaka helped create The Medicine Abuse Project, a campaign with a goal of preventing half a million teens from abusing medicine within five years. Launched during the week of Sept. 23-29, 2012, The Medicine Abuse Project is a multi-year effort to help educate parents, teens and the public about the dangers of medicine abuse and unite parents, educators, healthcare providers, coaches, government officials, law enforcement officers and other partners to help save lives. During the launch week, the campaign engaged stakeholders through a series of events and a petition called the Pledge.

Avocados from Mexico: “Avocados: Authentic, Healthy, and Distinctly Mexican”

The Hispanic community’s large buying power and tendency to spend on “food at home,” made them an important target for Avocados from Mexico in 2012 and a strong opportunity for sustainable growth. Using extensive research, CRT/tanaka created a year-long campaign, circumscribed by health and authenticity messaging that increased Hispanic consumption of Avocados from Mexico and deepened brand loyalty. The successful campaign garnered more than 84 million impressions and helped contribute to a 15 percent increase in avocado revenue through an increase in Hispanic consumption.  

About CRT/tanaka

CRT/tanaka is a full-service communications agency known for its smart, creative and inspired thinking and industry-leading workplace culture. Headquartered in Richmond, Va. and New York, with offices in Los Angeles, Washington, D.C. and Norfolk, Va., CRT/tanaka features four integrated specialties – Food, Beverage and Nutrition; Health and Healthy Lifestyles; Consumer; and Corporate/B2B. The agency has been recognized with more than 375 national and regional awards for its strategic counsel, creativity, workplace culture and community service. Clients include Air New Zealand, Avocados from Mexico, Barnes & Noble College, BISSELL Homecare Inc., Charles Schwab & Co., Federation of Quebec Maple Syrup Producers, Girl Scouts of the USA, Hass Avocado Board, Partnership at Drugfree.org; Sprint Nextel, the U.S. Highbush Blueberry Council and Wines from Rioja (Spain). More information about CRT/tanaka is available at www.crt-tanaka.com.

 About PRSA-NY’s Big Apple Awards

The New York Chapter of the Public Relations Society of America established the Big Apple Awards program in 1988 to encourage excellence in public relations. Superior communications programs solve problems, change opinions and create opportunities. The Big Apple Awards program seeks to recognize communications professionals who have achieved the standards of excellence.

About PRSA-NY

The Public Relations Society of America, New York City Chapter, (www.prsa.org) is one of the founding chapters of the PRSA, the world’s largest professional organization for public relations practitioners. Founded in 1948, PRSA-NY is the third largest PRSA local chapter in the United States. The Chapter serves the interests of public relations professionals working in business and industry, counseling firms, government, associations, hospitals, schools, professional services firms and nonprofit organizations. Chapter board and committee members are volunteer public relations professionals who work in the New York metropolitan area.