May 23, 2012
NEW YORK (May 23, 2012) – The Public Relations Student Society of America (PRSSA), in partnership with United Way Worldwide and General Mills, announced today the first-place winner of the PRSSA 2012 Bateman Case Study Competition: Loyola University New Orleans. In second place is the University of Florida and the University of Maryland, College Park in third.
Conducted annually, the Bateman Competition judges teams of college students on their ability to develop and present a comprehensive public relations campaign. This year’s competition focused on one of America’s most pressing public health issues: childhood obesity.
This year’s client, United Way Worldwide, and sponsor, General Mills, challenged teams to aim to reverse the trend of childhood obesity in a sustainable way by advocating for healthy lifestyles through education, outreach and other tactics. Seventy teams from colleges and universities across the United States were judged on their research, creation, implementation and evaluation of a public relations campaign with new, creative ways to reach target audiences.
Teams from the top three finalist schools were invited to present to United Way, General Mills and PRSA representatives at General Mills’ headquarters in Minneapolis, Minn. The winning campaign, Loyola University New Orleans’ “Choose Dat Not Dis,” inspired the New Orleans community to choose a healthier lifestyle to benefit themselves and their loved ones.
“Through in-depth insights gained from primary and secondary research, the Loyola University New Orleans Bateman team developed a creative, strategic and culturally-relevant campaign to increase awareness among children, teenagers and their parents of the serious consequences of obesity and inform them of the steps they can take to adopt a healthier lifestyle,” said Jeffrey D. Ory, APR, ABC, Faculty Adviser for the Loyola University New Orleans Bateman team.
“The problem of childhood obesity is becoming a reality across the nation,” said Loyola University New Orleans team member Maggie Moore. “With our ‘Choose Dat Not Dis’ messages, we captured attention by conveying an achievable goal that anyone could easily integrate into their daily routine.”
“This experience allowed us to take the great insights we have learned in the classroom at Loyola and apply it in a real-world, but altruistic, way,” said Loyola University New Orleans team member Wade Kimbro. “That is the true value of the Bateman Case Study Competition – learning more about our profession, while activating our community to make positive change -- this year to combat childhood obesity.”
As the first place team, the team from Loyola University New Orleans will receive a $2,500 scholarship. The University of Florida team will receive $1,500 and the University of Maryland, College Park team will receive $1,000.
“Congratulations to Loyola University New Orleans for receiving first place in the nation’s most prestigious national case study competition for public relations students. This recognition underscores effective communications strategy and execution,” said Del Galloway, APR, Fellow PRSA, Vice President – Public Relations for United Way Worldwide.
“Kudos, too, to the teams at the University of Florida and the University of Maryland, College Park,” added Galloway. “Your good work is evidence that the future of our profession is in very good hands.”
For the past 10 years, the General Mills Foundation has worked closely with nonprofit organizations across the U.S. to increase physical activity and good nutrition among youth through its Champions for Healthy Kids program.
“We were thrilled to hear from the Bateman teams about the work they had undertaken with their local United Way organizations to advance our shared goals,” said Kirstie Foster, director of Corporate Public Relations at General Mills. “The energy each team brought to the Competition is amazing and their passion to inspire change in their communities is remarkable. We hope they will continue the great work they started in partnership with their local United Way organizations to increase physical activity and good nutrition among youth.”
The Bateman Case Study Competition originated in 1973 as a National Case Study allowing PRSSA members to exercise the analytical skills required for public relations problem solving. In 1983, the name of the competition was changed to honor the late J. Carroll Bateman, APR. Bateman was a past president of the Public Relations Society of America (PRSA) and was instrumental in the founding of PRSSA.
The three finalists will be recognized at an awards ceremony during the PRSSA 2012 National Conference, to be held in San Francisco, Calif., Oct. 12–16. For additional information about the PRSSA 2012 Bateman Case Study Competition, visit the PRSSA website.
Read the "Taste of General Mills" blog post about the Bateman Case Study Competition.
About United Way Worldwide
United Way is a worldwide network in 40 countries and territories, including more than 1,200 local organizations in the United States. It advances the common good, creating opportunities for a better life for all by focusing on the three key building blocks of education, income and health. United Way recruits people and organizations who bring the passion, expertise and resources needed to get things done. LIVE UNITED® is a call to action for everyone to become a part of the change. For more information about United Way, please visit: www.LIVEUNITED.org.
About General Mills
General Mills is one of the world’s leading food companies, operating in more than 100 countries. Its consumer brands include Cheerios, Fiber One, Häagen-Dazs, Nature Valley, Yoplait, Betty Crocker, Pillsbury, Green Giant, Progresso and Old El Paso. Headquartered in Minneapolis, Minn., General Mills had fiscal 2011 net sales of US$14.9 billion.
About the Public Relations Student Society of America (PRSSA)
The Public Relations Student Society of America (www.prssa.org) is the foremost organization for students interested in public relations and communications. Founded in 1968 by its parent organization, the Public Relations Society of America (PRSA), PRSSA includes more than 10,000 student members and advisers, and is active at more than 320 colleges and universities.
The Loyola University New Orleans team at the 2012 Bateman Case Study Competition.
From left to right: Jeffrey D. Ory, APR, ABC, Faculty Adviser; Nhi Tieu;
Wade Kimbro; Maggie Moore; Jack Lien; Alexandra Broussard.