Russ Berrie Making a Difference Award
Russ Berrie Making a Difference Award
The Russ Berrie Making a Difference Award honors New Jersey residents whose contributions and service strengthen communities across the state and beyond. Rosica Communications elevated this legacy initiative through strategic media relations, compelling storytelling, and social media engagement.
Strategic Media Relations and Social Media Program for the Russ Berrie Making a Difference Award
The Russ Berrie Making a Difference Award (MADA), a signature program of The Russell Berrie Foundation, recognizes New Jersey residents who create positive change in their communities, the state, and across the U.S. Entering its 30th year, the Foundation aimed to elevate the stories of its honorees and the breadth of their impact, increase statewide and national visibility, and establish a powerful digital presence to secure Gen Z nominations for 2026.
Rosica Communications, a nonprofit PR firm, developed a comprehensive strategic thought leadership and communications program that encompassed message development, strategic media relations, social media marketing, graphic design, online advertising (social media and Google Grants), and video development/marketing. Our team focused on publicizing and elevating social engagement by utilizing honoree stories, positioning Foundation leadership as media resources on timely issues, and strengthening digital engagement through a cohesive social media strategy. Messaging emphasized community service, impact (and data), and the unique role that these changemakers play in their communities.
Highlighting MADA honorees and their community impact, Rosica secured New Jersey, national, and regional media coverage, including USA Today, Asbury Park Press, Press of Atlantic City, ROI-NJ, Courier Post, 201 Magazine, and such earned broadcast media as WWOR-TV/My9NJ, New Jersey Now, and PHL17. Rosica also secured two op-ed placements, which reinforced The Russell Berrie Foundation’s leadership in recognizing and supporting changemakers.
In addition to media relations, Rosica managed all social media marketing for the Award across Instagram, Facebook, and LinkedIn. Our team developed visually compelling graphics, honoree spotlights, and video content designed to elevate storytelling and strengthen audience engagement by incorporating clear calls to action for celebrating and nominating awardees.
This integrated PR, marketing, and communications program strengthened visibility for the Award and its honorees. National and statewide media coverage highlighted the diversity and impact of the honorees, while our social media efforts created a consistent and inspiring narrative that supported year-round engagement. Together, these efforts elevated MADA’s profile, amplified stories of service, and reinforced the program’s role as a leading platform recognizing New Jersey residents who make a meaningful difference in their communities.
