Public Relations Society of America honors Rinck for Outstanding Campaign Encouraging Mainers to Rethink their Drink

May 13, 2024
Mackenzie Fritz, Influencer Marketing Manager at Rinck Advertising (left) accepts the Award of Excellence from Ann Andrews Morris, PRSA 2024 Honors and Awards Committee Chair.


Lewiston, ME – Rinck Advertising has been honored with an Award of Excellence from the Public Relations Society of America (PRSA) for its exemplary behavioral change work with the Maine CDC on its Sipping Point Campaign. The PRSA Anvil Awards are the PR industry’s most prestigious honor, recognizing the highest level of achievement in public relations practices.

Rinck, a leader in innovative marketing strategies, is proud to employ an award-winning team of strategists focusing on behavioral change marketing. Behavioral change marketing involves strategically influencing individuals’ attitudes and behaviors to achieve positive outcomes. As Nikki Jarvais, SVP, Group Account Director at Rinck Advertising, explains, “Behavioral change marketing is about more than just delivering a message; it’s about understanding human behavior and motivations to create campaigns that inspire meaningful action.” 
Alcohol misuse is a longstanding public health concern, with Maine’s binge drinking rates among the highest in the nation. Rinck collaborated with the Maine CDC’s substance use prevention program to develop the Sipping Point campaign. The campaign educates Mainers about the negative impacts of alcohol misuse and connects individuals to resources to cut back or quit drinking. 

Utilizing a multifaceted approach, Rinck combined influencer marketing with paid social advertising, driving traffic to a dedicated campaign landing page on the Prevention for ME site. The campaign’s messaging, featuring phrases such as “know your sipping point” and “rethink your drink,” fostered self-awareness without being preachy or judgmental, resonating with the target audience in a friendly and relatable manner. Influencers shared authentic and compelling content about their own experiences with alcohol use on platforms such as Instagram, TikTok, and Facebook. This approach increased campaign reach and engagement and, but also facilitated meaningful, real conversations around alcohol consumption. 

Mackenzie Fritz, Influencer Marketing Manager at Rinck Advertising (left) and Katie Greenlaw, APR, Vice President of Public Relations and Influencer Marketing at Rinck Advertising (right) attend the PRSA Anvil Awards.

“We are incredibly honored to receive the Award of Excellence for our work on the Maine CDC Sipping Point Campaign,” said Katie Greenlaw, APR & Vice President of Public Relations and Influencer Marketing at Rinck Advertising. “This campaign was a true testament to the power of strategic communication in driving positive behavior change. We are proud to have played a role in addressing such an important public health issue and are grateful to PRSA for this prestigious recognition.”

Janelle LoSciuto

Public Relations Manager