Rachelli Goldblatt of Freeworld and Barbara Sofer, Director of Public Relations for Hadassah in Israel, accept the award.
The Centennial logo.
Hadassah's Centennial Public Relations Campaign won the award for best public campaign of the year 2012 at the annual Roaring Lions ceremony of the Israel Public Relations Associations at Tel Aviv University on Monday. The campaign was designed and executed by Barbara Sofer, Israeli's Director of Public Relations for Hadassah, and Racheli Goldblatt (of Freeworld Public Relations and Strategic Planning).
"While paying tribute to Hadassah's glorious history, the campaign focused on the launching of the second century of vision and accomplishment" said Sofer. Goldblatt stressed the importance of getting the average Israeli to understand the continuing contribution of Hadassah to Israel.
Hadassah's campaign was chosen among many, judged by a committee of public relations executives, academics and public figures. Winners in other categories were Coca Cola (commercial) and President Shimon Peres's facebook campaign (digital).
The public relations strategy they devised, BAR System, requires in-depth exposure by all those involved in public relations to every aspect of the Convention, from planning forward. This includes designing speaking panels, helping film production, writing scripts in addition to arranging interviews, pitching stories and coordinating media. When they went on stage to receive their trophy, Barbara Sofer gave the presenter a red Hadassah t-shirt.
"The campaign is never over," she said.