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Algoa FM scoops (Gold, Silver, Bronze) PRISM Award for Healthcare Communication at ‘Oscars’ of the PR Industry

Algoa FM scoops (Gold, Silver, Bronze) PRISM Award for Healthcare Communication at ‘Oscars’ of the PR Industry


Port Elizabeth, 30 April 2018 – Algoa FM today announced that the station’s 2017 Big Walk for Cancer event was honoured by the Public Relations Institute of Southern Africa (PRISA) during the 2018 PRISM Awards at an awards ceremony in Parktown, Johannesburg last night. 

The station scooped a (gold, silver, and bronze) award in the healthcare category at the ‘Oscars’ of the PR and communications industries of Southern Africa which celebrates excellence and international best practice.  

The station shares the award with the Eastern Cape Department of Health, which was the presenting partner for 2017 Big Walk.

Algoa FM’s has won in the category, with submissions from agencies, healthcare communication specialists, multi-national pharmaceutical firms and the health public sector.

Nearly 60 judges comprising industry leaders, specialists and academia in media, marketing and communications in Southern Africa evaluated the 2018 PRISM Awards entries against international award standards set by the International Public Relations Association (IPRA).

Winners at the PRISM Awards over the years have included companies such as Meropa Communications, Barclays Africa, Ogilvy & Mather, M&C Saatchi Abel, Coca-Cola, M-Web, RocoMamas, Santam, SAPPI, Clover, Mondelez South Africa, Virgin Mobile, Brandhouse and KFC.

“This is the first time in the history of the PRISM Awards that an Eastern Cape media company wins in healthcare communications category,” said JP Roodt, Chairman of the Public Relations Institute of Southern Africa: Eastern Cape. 

“PRISA is immensely proud of the achievement of one or our members in and the only member winning from the Eastern Cape, and we congratulate the station’s senior leadership team as well as the marketing, creative and production teams that hatched, implemented and evaluated a fine, mighty and impressive piece of work.

 “It also remains rewarding when the Eastern Cape shows its work and talent is on par with work and talent of the big city media metropolises of Johannesburg, Cape Town and Durban as well as industry titans such as corporates.  The station’s Big Walk was also evaluated against a rigorous set of international judging standards such as the PR industry’s Barcelona 2.0 and IPRA evaluation standards.

Commenting on the award, Algoa FM managing director Dave Tiltmann said:

“We believe that factors that impressed the panel of judges were the station’s effective choice of mediums, powerful story-telling, high levels of energy, high standards in creative output, effective mechanisms for measurement, and our ability to show multiple ROI dashboards.

“Ultimately, we achieved what we set out do in the first.  In this case it was to encourage pre-screening tests for cancer, to build solidarity for an important cause in our community and to reach fundraising targets for our CSI beneficiaries,” said Tiltmann.

In a post-event survey with representative and statistical sample, 56% of the Big Walk for Cancer’s participants committed to take regular cancer screening tests.  The event also splashed on social media:  the Big Walk for Cancer trended on Twitter, was the number one trending topic on Twitter in the Eastern Cape, and the second highest South African trending topic on Twitter on the day of the event.  The station achieved 5,7 million social media engagements across various social media channels.  Last month, Algoa FM donated proceeds of R570 000 generated by Big Walk for Cancer to its three beneficiaries:  Choc, Igazi Foundation and CANSA. 

Tiltmann said the Algoa FM Big Walk for Cancer PRISM Award further illustrated “impressive power of radio in new and legacy media ecosystems.”

“There is often a misconception that digital and social media have displacement effect on traditional or legacy media such as radio.  This means companies or advertisers think that people spend more time with social and new media, and less time with traditional or legacy media.  As several local and international industry reports and studies show, this is rarely the case.  Our campaign showed that the medium of radio is actually a driver for digital and social media engagement. 

Tiltmann also said he believed the award win illustrated “the power of radio to build communities,” and the “power of radio integrate various medium channels.”  He said: “Radio is a medium which connects.  The Big Walk for Cancer united people from different walks of life since Cancer knows no barriers or boundaries in relation to age, race, gender, geography or religious orientation. 

“Ultimately, the Big Walk for Cancer, which resides under aegis of Algoa FM Cares – the CSI umbrella of our company.  It was a labour of love driven and sustained by the energy and passion of our team.

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