Case
Study: Mississippi, Believe It!
Mississippi, Believe It!™ is a national public
service campaign designed by The Cirlot Agency, pro bono, to
inform and educate interested parties across the U.S. about
the accomplishments, wonderful people, aspects and facts associated
with the state of Mississippi. The campaign takes common Mississippi
stereotypes and twists them to reveal the truth about the state.
The Agency created the Mississippi, Believe It!™ campaign as part
of its 20th Anniversary. The campaign began as an economic development and educational
tool with posters depicting positive aspects about Mississippi and its citizens
sent to every public and private school, as well as every college and university
in the state. The campaign has garnered national media exposure, having been
featured in such publications as The New York Times, USA Today, U.S.
News & World Report, The Christian Science Monitor, The
Washington Post, The Washington Times and the International
Herald Tribune, and on NBC’s Today Show, National Public
Radio, Fox News Radio and numerous talk radio shows across the
country.
The Cirlot Agency received a Mississippi Senate
Resolution and a standing ovation on the floor of the Mississippi Senate
for work associated with the Mississippi, Believe It!™ campaign.
The Agency also earned the most prestigious award in the field of Public Relations
for the campaign, a 2006 International Association
of Business Communicators Gold Quill Award of Excellence. Only 56 winners
were selected from a field of more than 1,100 entries.
The cost of the Mississippi, Believe It!™ campaign is estimated
at over $365,000 to date. The Cirlot Agency has donated over $325,000 in time
and resources to bring this campaign to fruition. Service Printers, Inc., of
Flowood, MS, donated over $40,000 in printing services and paper costs for the
posters.
It is estimated that the campaign has amassed the equivalent of over $20 million
in media exposure and an estimated 40 million people have been exposed to the
campaign.
For more on the Mississippi, Believe It!™ campaign, visit MississippiBelieveIt.com.
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