Then he’ll make short work of the laces, before slicing a line into the heel – “skrrrrrrrk” – and moving onto the sole. First, he’ll drag a razor-sharp scalpel across the length of the toe box and tongue. There's literally no way to see what's on the inside of the shoe unless you're cutting it in half or pulling it apart.” “There's tons of people out there doing reviews on Common Projects and Dr Martens and Red Wings, but they only know a small portion of what's actually going on. “I was like, maybe I'll do that with boots,” Weston tells me over the phone from his Utah-based workshop, where he crafts camera harnesses, wallets and rings. He got the idea from a fellow YouTuber and friend, JerryRigsEverything, who has built a fanbase of almost six million by breaking down mobile phones. But Weston isn’t interested in wanton destruction: his mission is to analyse the leather quality of popular brands, educate his audience about the craft, and introduce some much-needed transparency to the process of buying shoes. A total of 38 Silver Anvil Awards, 21 Bronze Anvil Awards, 34 Awards of Excellence and 25 Awards of Commendation were presented.This American leatherworker has been dissecting boots, sneakers and sacred cowhides on his fast-growing channel, Rose Anvil, for almost a year now, achieving success in the fine YouTube tradition of taking, ripping and blowing things apart.
More than 700 entries were considered for this year’s PRSA Anvil Awards. Bronze Anvil Awards recognize outstanding public relations tactics that contribute to the success of overall programs or campaigns. Silver Anvil Awards celebrate the best strategic public relations campaigns of the year, as well as outstanding organizational excellence. Lastly, the agency’s accompanying social media campaign highlighting flood risk reduction partners and projects and first-hand recollections from the 1997 flood earned nearly 60,000 organic impressions across Twitter, Facebook and LinkedIn.įor over 75 years, the Anvils have been considered the icon of the profession and the benchmark of high performance in public relations. An accompanying feature story earned more than 2,200 reads and was also shared by the National Hydropower Association's national newsletter, which has more than 7,000 subscribers. KCRA 3 News also covered the 1997 flood anniversary in a special broadcast, along with the Appeal-Democrat. The agency also placed ads in local papers and magazines to highlight the flood anniversary.įollowing the campaign, Yuba Water’s landing page, "Marking 25 Years Since the New Year's Flood in Yuba County," received more than 1,400 unique views. To bring its messaging beyond the digital sphere, Yuba Water engaged in outreach locally with Yuba County Rotary and Kiwanis clubs, a local radio station, 93Q, and the Wheatland and Marysville city councils.
ANVIL ROSE SERIES
To commemorate 25 years since the flood and increase local and regional awareness of the dramatic improvements since then, Yuba Water launched a month-long communications campaign in January 2022. The campaign included a dedicated web-based landing page, a feature story, a visual timeline detailing key events before, during and after the flood, flood survivor video interviews and a series of social media posts. Today, Yuba County has some of the most modern levees in the state, thanks to coordination and investments by Yuba Water and local, state and federal partners.
The New Year’s flood of 1997 was a catalyst for Yuba Water, one of the primary agencies tasked with reducing flood risk in Yuba County, to scale up investments in infrastructure improvements, research and interagency coordination to prepare for future events. To have our campaign commemorating that work be recognized nationally is incredible. “But the work that our agency and others have done since then has been truly transformative. “The ’97 flood was just devastating for our area,” said DeDe Cordell, Yuba Water’s communications manager.
Yuba Water Agency has received a Silver Anvil, the highest award given by the Public Relations Society of America for strategic campaigns, for its campaign commemorating 25 years since the New Year’s flood of 1997 in Yuba County.
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