The Office of Research and Partnerships and the Health Sciences Office of Communications were presented with three IMPACT Awards at the Public Relations Society of America – Southern Arizona annual awards ceremony October 16.

The award-winning entries were in the General Marketing Communications category and included publication of the “Research in Focus: Agriculture & Food Security” magazine, a campaign promoting the efficacy of the Binational Early Asthma and Microbiome Study, and a campaign publicizing the new Doctor of Physical Therapy program to potential students.

“I’m delighted that the outstanding work from our communications professionals was once again recognized by our local chapter of the PRSA,” said Rachel Reinhardt, associate vice president of communications for the Office of Research and Partnerships. “Our strategists, writers, graphic designers, photographers and videographers demonstrate a deep understanding of the evolving trends and best practices essential for effective communications in today’s busy media landscape. At the same time, they bring an understanding of research and science that is essential to elevating the status of the University of Arizona’s research enterprise.”

In the General Marketing Communications: Research category, the Office of Research and Partnerships’ magazine, Research in Focus: Agriculture & Food Security, won an IMPACT Award of Excellence. The publication highlighted how university researchers translate climate-smart innovations for arid-land resilience into action and drive meaningful solutions for local communities and global food systems. One judge wrote: “I loved that you respected the time, varying interests and audiences with short and succinct but engaging articles backed by engaging graphics that told the story for visual readers.”

The magazine was produced in print and digital formats. A QR code was shared on campus display screens to drive interested readers to the digital version. Videos and social media campaigns also enhanced the magazine’s visibility.

In the same category, the Health Sciences communications team won an IMPACT Award of Excellence for a marketing campaign promoting the Binational Early Asthma and Microbiome Study, or BEAMS. The Asthma and Airway Disease Research Center study investigates why children in Nogales, Mexico, have four times less asthma than children across the border in Tucson, Arizona.

The campaign focused on driving engagement through a web story, newsletters and social media, including a YouTube Shorts video that gained viral engagement. Metrics, including social media impressions, video views and engagement, supported the overwhelming success of the campaign.

“This was the best entry that I judged this year,” one PRSA judge wrote. “Clearly you had a game plan and worked well together to implement it. Well done! I applaud the entire team who made this a remarkable PR success!”

The third award in the General Marketing Campain category was a Certificate of Excellence presented to the Doctor of Physical Therapy Google Ads Campaign, also from Health Sciences. As soon as the university’s new Doctor of Physical Therapy program received preliminary accreditation in June 2024, the communications team went to work on a plan to promote it to potential students and secure high-quality applications.

Campaign strategies focused on raising awareness through a combination of paid, earned, social and owned media, including a robust Google Ads campaign and videos that were promoted on YouTube. Ad metrics such as click-through rates and cost-per-click proved that the right audiences were targeted and showed the campaign to be highly successful. As PRSA judges wrote, “The group did excellent work. The tactics were very thorough. Congratulations!”

The Public Relations Society of America, Southern Arizona Chapter serves the professional communications industry through advocacy for excellence and ethical conduct, providing continuing education opportunities and supporting networking opportunities in the community.