SAN FRANCISCO – Dec. 3, 2025 – Bospar, the “politely pushy” PR and marketing firm that puts health and tech companies on the map, today announced it has won two PR Daily Awards for its work with Smarty and San Francisco Pride. The honors were presented December 2 at City Winery in New York City and celebrate Bospar’s excellence in brand storytelling, media strategy and purpose-driven communications.
Bospar was recognized in the following categories:
- Branding Campaign: Bospar: The Smart Response — How Smarty Owned the Tariff Moment
- Social Justice/Advocacy Campaign: Bospar: Queer Joy Is Resistance — How PR Turned a $2M Crisis Into a National Reckoning and Saved SF Pride
“The 2025 Tariffs campaign for Smarty proved that the fastest way to make data go viral is to meet a news cycle before it peaks,” said Brent Shelton, VP of media relations at Bospar. “By pairing proactive research and leaks from the incoming presidential administration with ‘smart’ storytelling, we turned tariff uncertainty into one of the most talked-about consumer stories of the year. This campaign showed the power of owning the moment, shaping the narrative early, refueling continuous media interest with new data and, ultimately, driving measurable business impact.”
About the Winning Campaigns
Smarty – The Smart Response: How Smarty Owned the Tariff Moment
Amid widespread speculation about sweeping new U.S. tariffs in late 2024, Bospar identified a unique opportunity for Smarty, a leading online savings and cashback app, to become the trusted voice guiding Americans through economic uncertainty. By commissioning a nationally representative survey and transforming consumer data into segmented, moment-driven storylines, Bospar generated more than 65 high-impact media placements, including CNBC, Forbes, MarketWatch, AARP and NBC News, and 50+ backlinks. The surge in visibility translated into a 35% YoY increase in new customer signups and repositioned Smarty as a go-to resource for smart shopping in a volatile market.
San Francisco Pride – Queer Joy Is Resistance
Facing a $2 million sponsorship shortfall due to corporate pullbacks from DEI commitments, San Francisco Pride partnered with Bospar to turn a crisis into cultural momentum. Grounded in research on anti-LGBTQIA+ legislation and shifting corporate sentiment, Bospar helped reframe San Francisco Pride’s 2025 theme, “Queer Joy Is Resistance,” as a rallying cry for resilience. Through radical transparency and a national media blitz spanning ABC7, The Guardian, NPR, The New York Times and more, the campaign generated more than 10 billion impressions, record-breaking streaming engagement and $2.5 million in recovered and new funding. The effort transformed a funding crisis into a national conversation on LGBTQIA+ visibility.
“These awards celebrate work that delivered results and shaped public dialogue at pivotal moments,” said Bospar Principal Curtis Sparrer. “We’re honored to partner with clients who are willing to lead when it matters most.”
Additional Resources
Talking Tariffs – Smart PR Strategies in a Shifting Economy
Bospar Partners With San Francisco Pride to Turn Queer Joy Into Resistance
Bospar’s Brent Shelton rolls out his blueprint for PR success
