Company: Etched Communication, Houston TX
Company Description: Etched Communication (Etched) is an award-winning, HUB-certified MWBE public relations and crisis communication agency headquartered in Houston, Texas. Armed with the resources and qualifications of a global firm, supported by personal interactions and tailored strategies of a boutique agency, we provide public relations, crisis management and integrated communication strategy.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Community Relations
 Nomination Title: The Heat Relief Initiative
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
The Heat Relief Initiative was launched on August 8, 2023.
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 24 words used.
Supporting materials include press releases, Heat Relief Video testimonials from residents, letters of support from local leaders, and before-and-after photos of the housing units.
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 201 words used.
The Heat Relief- Initiative campaign was born out of a seemingly innocuous inquiry from a NPR reporter, asking whether the U.S. Department of Housing and Urban Development (HUD) had requirements for air conditioning units in affordable housing properties in Houston. The query was sent to Etched Communication, the public relations agency representing the Houston Housing Authority, the nation’s third-largest public housing provider.
Etched immediately conducted internal research, which unveiled the startling reality that HUD had no mandate requiring air conditioning in public housing developments. This revelation emerged at a particularly concerning time, as the summer of 2023 was on track to be one of the hottest on record in Houston, with the highest number of heat-related deaths ever reported.
Confronted with this alarming information, the Etched team felt a moral imperative to go beyond merely responding to the reporter’s question. They recognized an opportunity to enhance the health, safety, and quality of life for public housing residents living without AC.
The quest to impart necessary change sparked a holistic Heat Relief-Initiative – a public awareness and engagement campaign designed to effect meaningful change by tackling the shortage of cooling infrastructure in a region increasingly plagued by dangerously extreme heat waves.
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 249 words used.
In July 2023, amidst an unprecedented heatwave in Houston, air conditioning transitioned from a luxury to a lifesaving necessity. This dire circumstance unveiled a significant policy gap: the absence of HUD mandates for air conditioning in public housing. Faced with this realization and guided by a humanitarian ethos, Etched Communication expanded beyond its traditional PR boundaries to tackle this outdated federal policy through innovative, people-centered solutions, creating opportunities for small businesses and engaging the public.
In collaboration with the Houston Housing Authority (HHA), Etched took a monumental step towards enhancing the health and wellbeing of residents by securing over $2 million. This funding facilitated the purchase and installation of 1,615 AC units across three public housing communities, marking a significant victory for resident comfort and safety.
This initiative underscored the necessity of cross-functional teamwork, uniting operations, policy, and PR teams in response to the acute need for cooling solutions in Houston's public housing. The scorching Texas summer, characterized by record temperatures and an alarming increase in heat-related fatalities, served as a critical catalyst for this multifaceted approach.
The comprehensive planning phase encompassed analyzing heat vulnerability data, collecting resident testimonials, and evaluating the adverse effects of inadequate AC on residents' quality of life. Strategic objectives were set to not only secure essential funding but also to build public awareness and support. Moreover, the campaign aimed to catalyze economic growth by providing opportunities for underutilized businesses and jobless public housing residents, embodying a holistic response to a pressing community challenge.
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 237 words used.
The Heat Relief Initiative heralded a groundbreaking advancement in ensuring safer and healthier environments for Houston's vulnerable populations. With an investment of $2.2 million, the project equipped three communities with 1,615 air conditioning units, a move critical for resident well-being during record-breaking heat waves.
This initiative was a testament to collaborative effort, integrating public engagement, strategic PR campaigns, support for small businesses, and enhanced community relations. The launch, underscored by a press conference featuring leaders from the Houston Housing Authority (HHA), HUD, and community stakeholders, achieved broad media coverage. This exposure, amplified by local and national outlets, resulted in 12.5 million impressions, reflecting a predominantly positive public reception.
The campaign also focused on economic inclusivity, employing historically underutilized businesses for the installations and providing employment opportunities to public housing residents. This approach not only facilitated the immediate goal of air conditioning installation but also addressed the longevity of the units, minimizing future maintenance needs.
Following the installations, a testimonial video was produced to share insights and strategies with other housing authorities, highlighting innovative solutions to outdated policies that jeopardize resident safety and quality of life.
Transforming a potential critique into a narrative of proactive change, the initiative showcased how strategic PR can influence policy and business strategy. As a result, every resident in HHA properties now enjoys the essential comfort of air conditioning, marking a significant milestone in public housing welfare and policy reform
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