PRWeek has honored Eric Mower and Associates and BlueCross BlueShield of Western New York for a region-wide, multi-media educational campaign against prescription painkiller addiction and abuse created by the companies.
The marketing and public-relations agency and health insurer received the Community Relations Campaign of the Year award for “Painkillers Kill” at the annual PRWeek awards ceremony last week in New York City.
The campaign began after Avi and Julie Israel, who are BlueCross BlueShield members, relayed what happened to their son, Michael, who died from his addiction to prescription opiates. The insurer worked with the Eric Mower agency to construct a multi-platform campaign that included a WNED-Western New York Public Broadcasting documentary on the issue.
Fifty-four companies, schools and organizations took part in the initiative, which is being shared with the 37 other BlueCross BlueShield plans in the country.