Roxo, the Schieffer School’s student-driven strategic communication agency, won an Award of Achievement at the second annual Worthy Awards for its guerrilla marketing/social media campaign for the 2012 Lone Star Film Festival (LSFF) in Sundance Square. Hosted by the Greater Fort Worth Chapter of the Public Relations Society of America (PRSA), the Worthy Awards is an annual competition that honors the best work in strategic communications in the region. It is the only regional awards program that celebrates the achievements of both professional and academic contributions to the public relations field. The Las Vegas, Nevada chapter of PRSA judged this year’s Worthy Awards, which also honored Fort Worth Mayor Betsy Price as Communicator of the Year. The contest’s academic entries were judged by the University of Oklahoma’s Gaylord College of Journalism and Mass Communications. Roxo’s win was a tie-score with Balcom Agency’s digital billboards for Justin Brands. Led by TCU senior, Lyter Green, Roxo’s team placed life-sized cut-outs of Marilyn Monroe, James Dean, Dorothy from Oz, and John Wayne at hip venues throughout Fort Worth in an effort to attract more young professionals to the festival. The team executed a “movie quote-of-the-day” contest on Facebook and a scavenger hunt in downtown Fort Worth for ticket giveaways. The campaign helped online conversations about the Lone Star Film Society double, tripling engagement on the film society’s Facebook page. “Roxo helped the Lone Star Film Festival develop a brand new social media strategy which greatly contributed to our record attendance and recognition at last year’s festival,” said Andrew Young, marketing and pr manager for the Lone Star Film Society (LSFS). “We are thankful for the students’ creativity, eagerness to achieve and professionalism in the field. This award reflects highly on the students’ talent, as well as the film society’s creative collaboration with organizations like Roxo to help further the arts in Fort Worth.” Roxo’s director, Margaret Ritsch, APR also won two Awards of Excellence in this year’s Worthy Awards for both the academic and professional categories.