Every category winner in the 2010 PRSA New York Chapter Big Apple Awards competition was automatically eligible for this Best Use of Research, Measurement and Evaluation Award sponsored by the Institute for Public Relations. Our judges chose the entry "It's All About Choices" by the North Shore LIJ Health System, which also won top honors for Internal Communications in the Big Apple Awards.

The primary goal of the public relations campaign was to clearly explain new health plan choices for 16,000 employees and dependents. The objective was to ensure that employees had a solid understanding of the value and selection of their healthcare benefits and to ultimately motivate employees to take action during an open enrollment period.

Our judges chose this winning entry because it was driven by up-front research into audience needs and expectations. Also, the campaign had clear, measureable objectives and the results were quantified - the metrics exceeded all expectations.

"In short, the North Shore LIJ Health Systems campaign was outstanding public relations," said Robert Grupp, Institute for Public Relations President and CEO.

Click on the link to download the winning entry in PDF format.

"It's About Choices" Open Enrollment Campaign