At Large PR has been awarded a prestigious Gold Award in the Best PR Campaign category at the 2025 Hermes Creative Awards. The recognition was earned for their innovative and impactful work on behalf of Sorghum United Foundation, an international organization committed to increasing global awareness of the ancient grain, sorghum, and its environmental and nutritional benefits. The campaign also spotlighted the launch of the “The Sorgho Squad” children’s book series authored by Sorghum United Foundation CEO Nate Blum.
The Hermes Creative Awards is an internationally respected competition, administered by the Association of Marketing and Communication Professionals (AMCP). It celebrates excellence in traditional and emerging media across a diverse global stage. This year’s entries came from across the United States, Canada, and dozens of other countries, making At Large PR’s win a notable achievement among a highly competitive field.
Sorghum United Foundation, under the leadership of Nate Blum, is a global collective advocating for the increased recognition and utilization of sorghum, also known as sorgho, sorgo, jowar, milo, and mashilla in different regions. With goals rooted in sustainability, food security, and education, the organization launched a comprehensive campaign to reshape public perception of this underappreciated grain and amplify the release of "The Sorgho Squad," a children’s book series that introduces young readers to the cultural and environmental significance of ancient grains through engaging storytelling.
At Large PR was instrumental in crafting a multi-pronged outreach strategy that bridged agricultural education, sustainability messaging, and children’s literature. The campaign included a blend of media placements across major news platforms, agriculture-specific publications, podcasts, radio features, and authored opinion pieces. The result was an impressive 52 pieces of media coverage on outlets including Oklahoma Farm Report, BBC, and Farm Progress, reaching an estimated audience of 42.9 million people worldwide.
“This campaign was about much more than just media coverage,” said Jeff Bearden, co-founder of At Large PR. “It was about bringing attention to a climate-resilient crop that has the potential to transform agriculture, improve nutrition, and support farmers globally, while also sparking curiosity and learning among children through storytelling. I’m honored to be part of a mission that combines education, sustainability, and cultural connection.”
The award also serves as a celebration of the meaningful work being done by Sorghum United Foundation, whose educational initiatives and advocacy efforts have helped introduce sorghum to new markets, support local farming communities, and drive conversations about sustainable agriculture. The positive reception of “The Sorgho Squad” book series has further cemented the campaign’s success, drawing attention from parents, educators, and agricultural advocates alike.
“This recognition from the Hermes Creative Awards is not only a testament to the power of strategic communication but also a validation of the important mission Sorghum United Foundation is pursuing,” said Nate Blum. “At Large PR brought our story to life in ways we couldn’t have imagined. We’re thrilled to see our work acknowledged on such a prominent stage.”
The Hermes Creative Awards are among the most respected competitions for creative professionals in marketing, PR, media, and communications. With only 14% of entries receiving Platinum Awards and 16% achieving Gold status, At Large PR’s win highlights the campaign’s exceptional creativity, effectiveness, and influence.
About At Large PR
At Large PR specializes in strategic communications and media relations that elevate mission-driven brands, projects, and individuals. Known for its tailored approach and impactful storytelling, At Large PR connects clients with the audiences that matter most across media, industry, and community platforms.
About Sorghum United Foundation
Sorghum United Foundation is a global nonprofit committed to promoting the use of sorghum for sustainable food systems, improved nutrition, and resilient agriculture. Through outreach, education, and advocacy, Sorghum United Foundation works to bring greater recognition to this ancient grain’s modern-day potential.
Contact: At Large PR Email: info@atlargepr.com
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Company Name: At Large PR
Contact Person: Jeff Bearden
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Country: United States
Website: www.atlargepr.com
