MSLGroup and Abbott win Campaign of the Year 2016

The MSLGroup-Abbott Sisterhood of Motherhood initiative, on behalf of Similac, is the second consecutive PRWeek U.S. Campaign of the Year triumph for the Publicis Groupe agency.

Campaign of the Year
MSLGroup and Abbott
Similac’s Sisterhood of Motherhood

A campaign that gets right to the heart of an issue many mothers face – the pressure they feel from society about how to raise their children – has won the top honor of the night at the 2016 PRWeek Awards.

It is the second consecutive year MSLGroup has emerged with the PRWeek Campaign of the Year trophy. The initiative also won Healthcare Campaign of the Year.

A central part of the campaign was The Mother ‘Hood’ video, which launched last January and took a comedic approach on a serious subject. The video had more than 8 million YouTube and 18 million Facebook views, and it helped the campaign connect with 30-plus parenting bloggers and vloggers.

Burson-Marsteller and Texas Health Resources won honorable mention for their work on the First Case of Ebola in the U.S. on behalf of Texas Health Presbyterian Hospital in Dallas.

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