DALLAS — A publicity campaign advocating against fraud in the Texas roofing market was recognized by industry leaders for its effectiveness. 

Thrive PR, a strategic communications and creative agency based in Dallas/Fort Worth, won the Public Relations Society of America (PRSA) Dallas Pegasus Award of Honor for "Most Effective Campaign" for its strategic communications work and launch of the Don't Fraud My Texas consumer awareness and advocacy initiative.  

PRSA Dallas is one of the nation’s largest PRSA chapters, and its Pegasus Awards program recognizes the most outstanding communications efforts by Dallas area strategic communications professionals. 

In early 2022, roofing industry leaders across Texas came together to form a statewide committee to address the growing property insurance deductible fraud issue in Texas. Created to help protect and educate Texas property owners and law-abiding contractors, the Don’t Fraud My Texas initiative’s mission is to raise awareness, drive action and advocate for enforcement of the property insurance deductible law passed in Texas in 2019. 

Thrive PR was tasked by the volunteer Don’t Fraud My Texas committee to:

1. Help determine how to best position, name, brand and garner support for the new statewide initiative 
2. Create a strategic communications plan to launch the Don’t Fraud My Texas initiative
3. Implement phase one of the launch plan through July 2022

Thrive PR formulated and executed an integrated strategic communications plan to position, name, brand and market the new Don’t Fraud My Texas campaign during phase one of the initiative’s launch. The phase one campaign reached hundreds of thousands of Texans and drove targeted actions within the first three months of launch. 

Thrive PR was presented with the award during the PRSA Dallas 2022 Awards Event on Nov. 29 in Dallas. During the evening, the agency also won three additional Pegasus Awards, including Best of Show, and was honored as a Small Agency of the Year finalist.

“On the eve of our agency’s 20-year anniversary, our team couldn’t ask for a better way to celebrate than to be recognized for the impactful work we do in partnership with organizations such as Don’t Fraud My Texas,” said Kelly Kirkendoll, founder and CEO of Thrive PR. 

To learn more about Don’t Fraud my Texas, visit dontfraudmytexas.com.