‘The Big Race’ earns an IABC Gold Quill Award
The Centennial College students who created The Big Race publicity campaign last year to highlight transit needs in the Toronto region have won enormous recognition from the public relations industry, earning a Gold Quill Award in the audio-visual category from the International Association of Business Communicators (IABC).
The Big Race was a web video series that focused on the need to improve transit in the Greater Toronto and Hamilton Area (GTHA). The eight webisodes examined how transit impacts accessibility and employment issues, and how urban congestion can negatively affect residents’ quality of life.
The Big Race followed three contestants as they completed challenges while navigating Toronto’s complex regional transit system. The competitors were Mitzie Hunter, then-CEO of CivicAction, local community advocate Dave Meslin, and Kendell Duthie, full-time student and mother of 2-year-old Bea.
Senior industry evaluators reviewed The Big Race campaign against IABC’s global seven-point scale of excellence for strategic communication planning and implementation. The students’ project clearly demonstrated they had made a difference for their client, the Greater Toronto CivicAction Alliance.
Beyond being a collaborative student project, The Big Race was supported by community leaders such as CivicAction and Metrolinx, which welcomed student participation in identifying transit solutions. The race examined elements proposed in The Big Move, a 25-year, $50-billion integrated regional transportation plan for the GTHA.
“I have been so impressed with the group of students behind The Big Race web series,”
said Mathew Bertin, Community & Stakeholder Relations Specialist at Metrolinx. “They have done an excellent job of capturing the social issues behind transit, and demonstrating that the Big Move represents transformation across our region.”
Congratulations to the following Centennial College students and graduates who will be attending IABC’s 2014 World Conference in Toronto to collect their Gold Quill on June 9. From the Corporate Communications and Public Relations program: Nadine Bukhman, Belinda Dodaro, Giulianna Fericelli, Juliet O’Farrell, Igor Rakic and Meaghan Savage. From the Broadcasting and Film program: Ryan Liu, Nick Aliwalas, William Maltez, William (Luke) Romberg, Garri Gonzaga, Ivan Lapis, Eric Shum and Graciene San Jose.