Last week Citizen Relations packed up several trophies to take home after the 2023 PRWeek Purpose Awards in Chicago. In a world with consumers concerned about a brand’s good business practices and brand leaders concerned about profitability, it can sometimes be difficult to execute on campaigns that show success in both areas. The PRWeek Purpose Awards highlight campaigns that skillfully navigate this balance.
As an agency who aims to live by its values of setting the standard, championing equity, and doing what’s right, Citizen is honored and humbled at having work recognized in this space. Citizen’s work with non-profit organization, Elimin8Hate, on the ReclaimYourName.dic campaign took home three awards, including the award for the Most Purposeful Campaign – an award that recognizes the best in show.
The campaign set out to combat bias towards Asian names and normalize Asian identity through creating a custom dictionary of 8,000 names in the most commonly used digital word processor, MS Word. On the heels of huge industry wins such as PRWeek Global Awards, Innovation SABRES, Fast Company World Changing Ideas, The Webby’s, just to name a few, being recognized for the impactful and purposeful nature of this campaign from this organization is an incredible distinction.
The campaign was awarded wins in the categories of:
- Best Diversity, Equity, or Inclusion Campaign
- Best Impact and Outcomes
- Most Purposeful Campaign
And was further nominated in the categories of:
- Best Use of Technology
- Best Use of Creativity