LANSING, Mich. — Two LAFCU programs have been recognized in the 19th Annual Service Industry Advertising Awards competition, one earning awards in two categories. Both programs earned a Gold award, the highest in the category.
The categories and winning LAFCU programs are:
- Total Public Relations Campaign category
- Gold — LAFCU Listen & Learn Program
- Silver — LAFCU Act with Love & Equality Art Initiative
- Equality & Diversity category
- Gold — LAFCU Act with Love & Equality Art Initiative
“These unique programs have community outreach and support in common,” said Kelli Ellsworth Etchison, LAFCU chief marketing officer and chief diversity officer. “One was born out of the pandemic and the need to help children develop good reading habits even when they could not physically be in school. The other initiative sprung from racial tensions and unrest surrounding the murder of George Floyd and others.
“We share these awards with many incredibly talented people and community-minded organizations and businesses that joined our effort to positively impact the people of Michigan.”
The SIAA competition recognizes advertising excellence of service industry providers. Of the more than 1,200 entries, about 12 percent earned Gold awards. Judges reviewed entries for execution, creativity, quality, consumer appeal and overall breakthrough content.
Both programs were supported by strategic public relations campaigns that included member communications materials created by LAFCU and extensive media coverage garnered through a partnership with Publicom Inc., Okemos.