UA Student Campaign in Finals for National Awards

TUSCALOOSA, Ala. – The LessThanUThink campaign designed by University of Alabama advertising and public relations students is a finalist for the Silver Anvil PR award and a National ADDY award.

“The American Advertising Federation’s ADDY® Awards represent the true spirit of creative excellence. They recognize all forms of advertising from around the world,” said Teri Henley, UA professor of advertising and public relations and faculty sponsor for the LTUT campaign.

The Public Relations Society of America’s Silver Anvil award is given to honor the very highest level of achievement, given to those considered to be the “best of the best” among public relations professionals. The LTUT campaign is a finalist among campaigns created by global public relations firms such as Fleishman-Hillard, Edelman and Ketchum.

“Our students’ ability to compete successfully against seasoned professionals is a wonderful testament to their skills and an excellent reflection on our University,” said Dr. Joseph Phelps, chairman of the department of advertising and public relations.

The LessThanUThink campaign was selected as a pilot program by The Century Council, a nonprofit organization dedicated to promoting responsible decision making regarding alcoholic beverages. The University received a $75,000 grant in fall 2010 for the pilot program.

“I knew from the time I first saw the students’ idea for the concept that this had potential to be a great campaign. Now that it is winning regional and national awards, when compared to professional advertising, it proves what I have suspected from the beginning. This is a great message and it resonates with the target market,” Henley said.

LTUT has already received several district level ADDY awards. The campaign’s awards include:

Gold Addy: Public Service Poster

LessThanUThink Posters for The Century Council

Gold Addy: Public Service Television

LessThanUThink “Good Pick Up Lines” for The Century Council

Gold Addy: Public Service Non-Traditional

LessThanUThink Flashmob for The Century Council

Gold Addy: Public Service Mixed Media Campaign

LessThanUThink Campaign for The Century Council

Silver Addy: Public Service Interactive

LessThanUThink Website for The Century Council

Silver Student Addy: Newspaper Campaign

LessThanUThink GameDay Newspaper Campaign for The Century Council

Best Collective Body of Work

LessThanUThink Campaign for The Century Council