CIPR PRide Awards 2009 Midlands Results
Corporate and Business Communications
Gold
- Prova Public Relations, Charging ahead with the batteries directive
The judges were impressed with the overall approach of the campaign, having started from a base of zero. They liked the creative ideas behind the sponsorship, the retailer engagement, and the positioning of the company as an industry commentator against established household names. The campaign led directly to opening doors with top high street retailers and therefore generating profile.
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Silver
- Willoughby Public Relations, Go Green with Worcester
Finalist
- Bright Consultancy, A Premier for Premierline
- Haslimann Taylor, Better Ingredients. Better Pizza. Better Business
Not-for-Profit
Gold
- NHS Leicester City, Teenage Kicks
The judges were impressed by this well executed campaign, which saw the NHS take a calculated risk with a controversial subject – and see it pay off. The combination of a hard-hitting video and schools’ based outreach activity ensured the target audience was successfully reached in their own space. Early results were impressive and it was great to see this piece of work being used as an example elsewhere.
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Silver
- British Heart Foundation, Red for heart in the regions
Finalist
- IChemE, The Top Ten Flash Bang Demos
- McCann Erickson Central with Shaw Trust, Workers Keep Silent On Mental Health Issues
- PDSA, Long Live Pets
Internal Communications
Gold
- Iceni Productions, Animated Approach to Health and Safety
The judges were impressed with the approach and execution of this,well thought out campaign. The team achieved its objective succinctly and in an easily digestible format. The judges also liked the thinking behind building on ‘Dave’ as a character, rolling out posters in support of key messages, as well as having his own page on twitter and Facebook. This was an excellent creative solution to what could be seen as a dull, boring brief. Well Done!
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Silver
- Everest, Engaging Employees In Tough Times
Finalist
- Staffordshire County Council, Staff as our most valuable asset
- Summersault Communications, Talkabout - Severn Trent Water
Crisis Communications
Gold
- E.ON UK, Communicating during climate camp protests at Kingsnorth, Kent
The judges thought this was a very well considered and constructed campaign, which was quite complex due to the number of strands involved. The team evidently kept a cool head and took a professional and mature approach, which helped negate damage to the brand.
It was great to see staff welfare a strong consideration at all times and media briefings kept a priority. It was a good decision to recognise people’s right to protest.
A well evaluated campaign, this is a text book case study – great work.
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Silver
- Staffordshire County Council, Lapland West Midlands
Community Relations
Gold
- Derbyshire County Council, What's Stopping You?
This was an excellent campaign in that it actively engaged with the audience, rather than telling them what to do. The use of large-scale positive, motivational events worked well with the target audience and drew on appealing themes, also harnessing celebrity kudos, which proved a winner. Attractive and relevant materials were developed, and it was good to see the campaign had well-deserved success.
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Silver
- Sandwell Metropolitan Borough Council, Yee-ha! No Rogue Trader Zones
Finalist
- HRO'C Public Relations, Bardon Hill Quarry Extension
- Staffordshire County Council, Supporting local people to improve their neighbourhoods
Public Affairs
Gold
- Gough Allen Stanley, Sainsbury's Wombourne gets the green light
Having had its initial planning application thrown out by the council, Sainsbury’s was faced with another challenge with Tesco chasing approval to build a similar store in the area. Through a sustained communications programme targeting local media, residents and stakeholder groups, planning permission was successfully gained after the initial concerns were addressed. What impressed the judges most, was how the ‘battle’ was taken up by local residents, who took up their own petition. Their actions are testament to the success of this public affairs campaign.
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Silver
- Central Office of Information, The Big Drink Debate
Public Sector
Gold
- Central Office of Information, The big drink debate
The judges felt eye-catching visuals were used to generate debate and get this message across quickly and easily. It was a great idea to position the campaign as a debate that gathered information, and was able to drive people to the website and signpost to support where required. Good media coverage was sustained over a significant period of time. No doubt lots of the information gathered will inform the next stage of the campaign. A very cost-effective campaign.
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Silver
- Vitis PR, Transforming the Midlands into a Knowledge economy
Finalist
- Lava PR, Inspiring Innovation
- Seal Communications, Give Infection the Elbow
- Staffordshire County Council, Managing the communications and engagement to support early entry into the BSF programme 2008
Best campaign £10k and under
Gold
- Haslimann Taylor, Snoring Boot Camp
This fantastic campaign caught the judges’ attention for its creative genius and demonstrates the power of PR when implemented successfully. The Snoring Boot Camp not only recruited typical customers of the product, but established a database of 1,000 people. The case studies and subsequent coverage achieved provided the perfect platform to raise the problem of snoring and how the natural remedy can help. This was reflected in the sales uplift and awareness achieved. Well done!
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Silver
- Derbyshire County Council, Trusted Trader
Finalist
- Golley Slater, The Territorial Army - Midlands Challenge
- Haslimann Taylor, Launch of Kingwell Rise, Wincanton
- Iceni Productions, The Queen Viral
- Trimedia, Bullring 5th Birthday
Consumer Relations
Gold
- Willoughby Public Relations, Seriously Scary Fun: Launch of the Castle Dungeon
The judges were in complete agreement in that this was the stand out submission in this category, drawing in a range of creative and fun tools to reach the target markets. The team clearly managed to exceed their targets and tapped into appealing themes, with lots of story potential. Good use was made of social media, which was well targeted at key influencers such as bloggers. This was a well executed ‘hearts and minds’ approach that achieved a real increase in visitor numbers over a sustained period of time.
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Silver
- Leader Communications, Magazine Week 2008
Finalist
- Bright Consultancy, The spare tyre workout
- Seal Communications, Don't suffer in silence
- Trimedia, Highcross Launch
Best Use of Media Relations
Gold
- Willoughby Public Relations, Seriously Scary Fun: Launch of the Castle Dungeon
The judges were impressed with the overall presentation and context of this submission. The launch was superbly planned and executed. The target audience was not just children, but an opportunity to re-engage with the local market and a catchment area up to 60 minutes away. Extensive media coverage was achieved across a wide spectrum of media, including blogs and journalists own twitter pages. The creative genius that went into everything, from the blood stained release paper to the competitions, to the ‘escaped’ plague victims interacting with teenagers in Leamington, Solihull and Birmingham, was a touch of excellence. Through Willoughby’s excellent delivery of this campaign they exceeded both target visitor numbers, as well as press coverage - more than double during the launch period. The judges felt this was a deserving winner and commend it.
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Silver
Bright Consultancy, Driving consumer motoring issues
Finalist
- Bright Consultancy, A Premier for Premierline direct
- McCann Erickson Central with Sharpie, Creating a Signature Brand
- McCann Erickson Central with Advantage West Midlands, A Celebration of Imagination
- Willoughby Public Relations, Crown Carveries - A Right Royal Welcome
Integrated Communications
Gold
- Staffordshire County Council, My County Council/My County Councillor
The judges thought this was a really good example of best practice by a council, showing real consideration of the target audiences as evidenced through thorough research, planning, implementation and evaluation techniques. This was a multi-faceted campaign, which increased understanding of the council’s role and helped engender a feeling of ownership amongst members of the public. Real life residents and ambassadors featured throughout this integrated campaign, which was deservedly highly successful.
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Silver
- NHS Leicester City, Teenage Kicks
Finalist
- East Midlands Development Agency, Survive and Thrive: Support For Business In Tough Times
- Haslimann Taylor, We are Derby! Network Review
- McCann Erickson Central Limited, Domestic Visitor Marketing (Client: Advantage West Midlands)
Corporate Responsibility
Gold
- McCann Erickson Central with Ember Inns, Drink Pink
The crux of this campaign was to raise awareness of the charity ‘Against Breast Cancer’ and it was successful in doing this and raising much needed funds. ‘Drink Pink’ saw many of the drinks turned pink, including an ale targeted at males, which created good presence at the bar and generated debate and awareness there. A nice campaign that individual pubs could leverage and run with.
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Best Use of Social Media
Gold
- NHS Leicester City, Teenage Kicks
This campaign successfully used the web and elements of new/ social media to tackle a difficult subject with its target audiences head on. To achieve 3 million views of the viral video worldwide is no mean feat. Focus groups with local young people revealed that 77% had seen the campaign, with more than 65% saying they would consider acting differently - this is thanks to the initiative’s viral nature, which connected with teenagers’ psyche. The team are to be commended.
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Silver
- Derbyshire County Council, Local Elections
Finalist
- Golley Slater, Skoda Unleashes the Yeti
Best Use of Photography or Design
Gold
- Bright Consultancy, Living al Fresco
Bright Consultancy created a fantastic ‘look book’ featuring Calor’s new season alfresco appliances. These were shot in a range of diverse settings to reflect ‘real life’ usage situations, whilst providing the benefits of each appliance. The book also features simple cut out shots, giving journalists the option of using the photographs in situ or overlaid onto other images. The red Calor brand logo and design have also been cleverly incorporated into the booklet, which is spine bound so that it stands out on journalists’ bookshelves. The resulting editorial coverage and use of Calor’s beautiful lifestyle photographs are testament to this striking and stunningly shot booklet. No doubt, it will continue to be used by the glossy homes and lifestyle editors for the coming year.
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Silver
- Prova Public Relations, Picture a greener future for business
Finalist
- Summersault Communications, Gridline - National Grid
Best Newspaper or Magazine
Gold
- National College for School Leadership, LDR Magazine
The judges unanimously awarded LDR the gold due to its eye catching and appealing design, and content which was well developed for the target audiences. This is a very classy publication with plenty to read and digest, that receives well deserved positive feedback and accolades from its readership. It is very practical, compact and has real longevity. The mix of practical support, policy analysis and inspirational case studies is definitely ideally suited to school leaders, who must no doubt look forward to each issue every quarter.
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Silver
- University of Wolverhampton, WLV Dialogue
Finalist
- CV One, Feel Alive Magazine
- Staffordshire County Council, Your Staffordshire
Best Publication
Gold
- Seal Communications, 07/08 Annual Report - Heart of London Business Alliance
The Heart of London Business Alliance brings together property owners, retailers and businesses to improve the trading environment in London’s West End. Reporting to members is crucial and the 07/08 Annual Report took this task seriously. Seal’s approach delivered an attractive and easy-to-read publication, which covered a wide variety of subject matter in a consistently clear manner. A simple, logical structure, together with clean layout and diverse imagery, provided an excellent framework for well-written copy. A very impressive publication, produced on a tight budget.
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Silver
- Willoughby Public Relations, Reach for the Stars
Finalist
- Animal Health, Business and Corporate Plan
- Sandwell Metropolitan Borough Council, Safer 2009 - Safer Sandwell Partnership Annual Review
- Summersault Communications, New Look Annual Report
Best Leaflet
Gold
- Environment Agency, Flytipping - A Cautionary Tale
This was part of a programme to deliver a relatively simple message to a diverse audience, including people with poor English and poor literacy skills. The leaflet is attractively presented and clearly communicates the key messages. It is hard hitting and makes sure people understand the legal consequences of non-compliance.
A very effective campaign.
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Best Website or Microsite
Gold
- CENTRO, The letzgogreen website
This is a highly innovative website, developed by CENTRO’s marketing department and Sustainable Travel Team, with support from local transport providers and councils. It’s objective is to teach children to be streetwise and use buses, trains and trams, or walk or cycle instead of going by car, as well as to raise awareness of the importance of using public transport in the next generation of commuters at an early age. The website allows viewers to read interactive stories and comic books with colourful cartoon characters, and take part in games and puzzles. A superbly thought-out website, with a unique feel and style, which communicates a very difficult subject in a fun, engaging and easy to digest manner. Very well done.
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Silver
- North East Derbyshire District Council, A Little Fish in a Big Pool
Finalist
- Derbyshire County Council, TOODOO
Best Event
Gold
- Bright Consultancy, Eagles Meadow Soars
Eagles Meadow is a new shopping and leisure destination in Wrexham and is a joint venture between Wrexham Council and Wilson Bowden. Bright aimed to ensure that the opening event would be a day to remember for Wrexham people and the retailers, whilst addressing related construction and regional issues at the same time. A well-planned build-up to the day included media and promotional programmes. The launch day included an imaginative blend of activities from a carnival procession to fashion workshops. More than 50,000 people attended the opening and media coverage was extensive. Feedback from key stake-holders was exceptionally positive.
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Silver
- Staffordshire County Council, Staff Celebration Day
Finalist
- Environment Agency, West Area Market Place
- McCann Erickson Central with Parker, Celebrating 120 Years
Outstanding Young Communicator
Gold
- Seal Communications, Lucy Kemp
Impressed by Lucy's genuine enthusiasm for her job and sector. Clearly able to enthuse and motivate her team, particularly with her warmth and 'joie de vivre'. Proof that you can develop a strong career outside London. Lucy demonstrated the skill of managing client expectations and what PR can deliver for them.
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Finalist
- Bright Consultancy, Amanda Wilson
- Haslimann Taylor, Anna Jester
- McCann Erickson Central Limited, Madeleine Birch
- Willoughby Public Relations, Kelly Edmonds
Outstanding Small Consultancy
Gold
- Rewired PR
Ruth Ward, managing director and founder of Rewired PR, started the consultancy in June 2008 to provide a specialist approach to clients across the creative, arts and leisure sectors – worth a lot to the region’s economy. Working with individuals and organisations, Rewired raises awareness of the West Midlands region as a hub of pioneering creative work. As the media landscape continues to undergo a rapid evolution, Rewired is well positioned to offer its clients an exceptional service and its staff a place to grow professionally.
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Silver
- Cartwright Communications, Cartwright Communications
Outstanding In-House Public Relations Team
Gold
- Staffordshire County Council, A Team Together
The reputation of Staffordshire County Council and its communications team has grown from strength to strength, from being seen as a back office support service to having a voice and influence at the very top table. The team’s vision is to engage, not just to inform, and with over 830,000 residents and 30,000 staff spread over rural country, it is a true challenge. But, pulling together as one team, they are achieving their goal.
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Silver
- NHS Leicester City, Out of Diversity comes ONE Passion
Finalist
- Derbyshire County Council, Derbyshire County Council Public Relations Team
Outstanding Public Relations Consultancy
Gold
- Trimedia, Trimedia Midlands
The judges were very impressed with everything in the Trimedia Midlands entry.
These range from the clear business objectives, which include initiatives such as wellbeing Wednesdays and early finish Fridays, to the striking achievements. Among the most notable listed was the commitment to the staff career progression (50% of the team members were promoted in 2008) and above average staff retention and turnover.
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Silver
- Willoughby Public Relations, Bucking The Trend