There may not be an Olympics for saving lives, but as millions intently watched the drama of the Winter Olympics, America quietly brought home the gold and silver in another major competition involving efforts to dramatically change the odds for millions of the most vulnerable.
American Humane, the country’s first national humane organization, captured the Gold and Silver medals at the Mercury Excellence Awards for two extremely successful public information campaigns to help those in greatest need.
The first was a national multi-media television and radio effort to help pair U.S. veterans coping with Post-Traumatic Stress and Traumatic Brain Injury with lifesaving service dogs. Four compelling TV and radio spots starring NHL star Matt Martin were distributed to some 6,000 broadcast stations and have been aired a total of 57,637 times so far. The campaign won the Silver medal in the public service announcement category.
The second campaign, entitled “Arks of Hope,” seeks support for the humane conservation of the world’s remarkable and endangered animals with leading zoological institutions rescuing, rehabilitating and preserving critically threatened species. Scientists warn that Earth’s animals are facing a “Sixth Mass Extinction,” and a recent study warned that two-thirds of all wildlife could disappear by the next decade. The campaign won the Gold medal for best educational/informational video.
Entries were made from 64 countries and were judged on the values of creativity, effectiveness, performance and success, taking into consideration how effectively the material meets the stated objectives; how well the material is communicated to the designated audience; use of imaginative and original solutions; the use of material to illustrate and clarify the information; and the overall expression of the message.
“Our efforts to gain support for the most vulnerable among us are winning not just top awards, but more importantly, hearts and minds,” says Dr. Robin Ganzert, president and CEO of American Humane. “We are heartened by the continuing success we are experiencing in reaching millions and millions of people with life-changing, life-saving messages of caring, compassion and hope.”
About American Humane
American Humane is the country’s first national humane organization. Founded in 1877, the group helps ensure the safety, welfare, and well-being of some 1 billion animals around the world each year. For more information or to support their life-saving mission, please visit www.americanhumane.org or call 866-242-1877.