Fraser Communications Named Finalist in PRSA's PRism Awards
Authentic Anti-Vaping Campaign Earns Prestigious Nomination
LOS ANGELES, Oct. 7, 2025 /PRNewswire/ -- Fraser Communications, one of the largest female-owned and led integrated advertising agencies in Southern California, has been named a finalist in the 61st Annual PRism Awards, presented by the Public Relations Society of America-Los Angeles (PRSA-LA). The nomination recognizes Fraser's recent anti-vaping campaign, "What's Your Reason to Quit?" for the Los Angeles County Department of Public Health.
"We're deeply honored to be named a finalist," said Dr. Renee Fraser, CEO and Founder of Fraser Communications. "The success of our campaign is especially meaningful because it's confronting a serious issue here in Los Angeles—the rising health concerns of vaping among young adults. We're proud to elevate awareness and inspire positive behavior change in our communities."
Fraser's research showed significantly higher vaping rates among Asian, mixed-race, White, and LGBTQ+ communities, making them the campaign's focus. The agency also conducted listening sessions with college students and other young adults, extracting takeaways that helped build tailored, relevant narratives that resonated with LA's diverse audiences. The creative theme, "What's Your Reason to Quit?" brought those voices to life through YouTube Shorts, social media, and digital ads that highlighted tips and personal motivations to quit vaping. Additional placements included billboards, bus tails, and posters placed across LA County and university campuses.
"Most vapers have thought about quitting at some point," said Sheyla Ornelas, VP, Business Development, Talent & Influencer Partnerships at Fraser. "Our campaign resonated because it tapped into their mindsets with empathy, honesty, and real stories that offered hope."
In just four months, the campaign achieved more than nine million full video views and more than six million impressions, significantly elevating public health awareness of vaping's dangers.
The PRSA-LA PRism Awards, hosted by Emmy®-winning reporter Sarah Pilla, takes place on Thursday, October 9 at the historical Herald Examiner Building in Los Angeles.
About Fraser Communications
As one of Southern California's largest female-owned and led integrated advertising agencies, Fraser Communications develops innovative, strategic marketing programs for both public- and private-sector clients. Established in 1998 by Dr. Renee Fraser, a social psychologist and host of the Dr. Renee Fraser Show, the agency is recognized for its insight-driven research, powerful digital and social capabilities, and impactful strategic marketing approaches. For more information, visit www.frasercommunications.com.
Media Contact:
Sheyla Ornelas
Fraser Communications
310-566-3617
[email protected]
SOURCE Fraser Communications
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