CIPR PRide Awards 2010 Midlands: Marvellous Midlands

Midlands champions include Willoughby PR and Derbyshire County Council.

Worcester Bosch campaign: George Osborne
Worcester Bosch campaign: George Osborne

PUBLIC AFFAIRS

Getting a Seat at the Top Table for Worcester Bosch by Willoughby PR

Worcester Bosch manufactures condensing boilers and renewable technologies. It asked Willoughby PR to lobby the Government to introduce a strategy for domestic heating, including a boiler scrappage scheme. It also wanted to get 1,000 installers to sign up to a Worcester renewables training course. Willoughby PR knew Worcester, where its client was based, was likely to be a key marginal in the upcoming general election. So it invited MPs including then prime minister Gordon Brown, energy minister Lord Hunt and shadow chancellor George Osborne to visit the firm's headquarters. Key messages to the MPs were that the UK would only hit its climate change targets if 16 million boilers were decommissioned in the UK. The campaign concluded with boiler scrappage being introduced in England in December 2009. There were 283 pieces of press coverage about the campaign and 1,589 installers enrolled on the company's renewable training programmes.

NOT-FOR-PROFIT

New to Camping 2010 by The Camping and Caravanning Club

The Camping and Caravanning Club launched a campaign to encourage more people to take up camping. It wanted to break down the barriers to camping it had identified as 'toilet terror', 'erection concerns', caravan manoeuvring and weather worries. It asked members to give advice for new campers and created a booklet and website. The PR team set up a promotion with GMTV. It also organised an event at Warwick Castle where club president David Bellamy and Countryfile presenter Julia Bradbury camped in the castle grounds. The number of families camping in June 2010 increased by 130 per cent year on year.

PUBLIC SECTOR

National Apprenticeship Week 2010 (East Midlands Region) by BCS PR

BCS PR was hired to promote the annual National Apprenticeship Week in the East Midlands region. The aim was to get more organisations to take on apprentices and more people to apply for positions online. The PR team contacted major learning providers in the region and asked them to get involved in the week. It helped to organise events with colleges, local councils and employers from each sub-area and compiled case studies for the local business and lifestyle press. Over the campaign period, the number of employers visiting the website doubled compared with the 2009 average. Employers registering their interest in taking on an apprentice increased fourfold, leading to a record number of more than 500 vacancies on the online portal. Positive leads increased 391 per cent from 2009. More than 250 prospective apprentices also visited the site in during the week itself.

BEST MAGAZINE

B_line by Derbyshire County Council

The council wanted to communicate credibly with 11- to 18-year-olds, not only about its b_line travel and discount scheme but also about services and issues that affect them. In 2009 it decided to redesign its magazine, one of the major ways it communicates with teenagers. Following feedback from readers, the council redesigned the magazine to give it a more streetwise look with grittier and more relevant content. It got readers involved by publishing their viewpoints. It also used competitions with high-value prizes such as festival and concert tickets. A recent survey of 356 readers found that 70 per cent read at least half of the magazine and 1,500 competition entries have been received for the past three issues.

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