Russell Herder Receives Best in Public Relations, Marketing and Communications Award

We don’t do our work to win awards, but it still nice to be recognized sometimes. We are proud to announce that the Minnesota Health Strategy and Communications Network (MHSCN) recognized our Opioids Awareness & Prevention Campaign we developed with the Minnesota Department of Human Services (DHS) with the Best in Public Relations, Marketing and Communications award at the organization’s annual awards presentation.

The MHSCN Awards of Excellence program recognizes the highest quality health care marketing, communications, web-based strategies and public relations. The Best in Public Relations, Marketing and Communication award honors a marketing, public relations or communications project or effort from a talented and diverse pool of entries from across Minnesota.

The Opioids Awareness & Prevention Campaign was a statewide education and prevention campaign addressing the opioid abuse epidemic. The intensive initiative was designed to reach those identified as higher-risk within the state – American Indians, the LGBTQ community, pregnant and parenting women, and African Americans – as well as those able to influence preventative action and treatment. The goals were to reach and engage these target audiences frequently underserved or located in remote areas.

To accomplish the goals, we worked with DHS to produce a detailed audience journey map to illustrate the four stages of opioid use disorder encountered by those affected. From that research multiple co-creation partnerships were formed.

In collaboration with respected soul and hip-hop artists Danami-Maurice Champion and Thomas X, we created a music video “Set Yourself Free” for DHS’ Know The Dangers campaign. Throughout the project, we worked with the musicians and videographers to develop the concepts and messages and deploy them with a genuine, deeply committed sense of ownership.

The campaign’s engagement statistics speak to the authenticity and success of the collaboration.

  • Google ads were viewed more than 23 million times.
  • Nearly 1.6 million Facebook users saw campaign content a total of more than 12 million times.
  • Facebook users shared, liked or engaged campaign content nearly 220,000 times.
  • Twitter ads were viewed more than 1.1 million times.
  • Videos were viewed more than 115,000 times.

Russell Herder’s “Opioids Awareness” entry received highest marks from the judges for its extensive research, robust approach and sophisticated strategy.

The Minnesota Health Strategy and Communications Network (MHSCN), Inc. is a nonprofit, membership organization. MHSCN provides networking and educational opportunities designed to improve the professional skills of those in health care strategic planning, marketing, public relations and communications.

Share to:

Beyond Banners: Maximizing Impact with Google's Responsive Ads
Discover how Google’s ad formats adapt to every ad placement without the hassle In today’s...
Apex Representation: A Litigator Campaign Roars to Life
How strategy and smart execution can redefine a category’s look and voice Injured? Call Gary. Car Crash?...
Using Strategy and Storytelling to Create Real Change
Looking Back at the Impactful Work Over the Last Year. For over 40 years, Russell Herder has had the...
Reaching a Multifaceted Audience Through Smart Design
Why Intentional Messaging Matters for Growing Brands Identifying a brand’s audience is foundational to...
Building Lasting Brand Trust on Social Media Platforms
How you can protect your brand’s reputation in an era of fact-checking rollbacks The digital media landscape...
RH_June_2025_V1_Google_Blog
Beyond Banners: Maximizing Impact with Google's Responsive Ads
RH_June_2025_V1_HJL_Blog
Apex Representation: A Litigator Campaign Roars to Life
RH_June_2025_V1_Story_Blog
Using Strategy and Storytelling to Create Real Change
RH_May_2025_V1_TBL_Blog
Reaching a Multifaceted Audience Through Smart Design
RH_May_2025_V1_Social_Blog
Building Lasting Brand Trust on Social Media Platforms