PRWeek UK Awards Winners 2016: Best Use of Planning, Strategy & Evaluation

A surge in donations and membership proved the effectiveness of Mischief PR's '#lovethecoast' campaign for National Trust. The award is sponsored by YouGov.

Mischief’s brief was to support a fundraising drive for the National Trust’s work protecting Britain’s vulnerable coastlines by getting the public to rekindle their connection with the coast.

The agency reframed the message from ‘protecting 775 miles of coastline’ to ‘protecting 775 miles of memories’, and crowdsourced a love poem to the coast with help from poet John Cooper Clarke. This PR idea was at the centre of the charity’s first fully integrated campaign.

The campaign broke records for awareness of, affinity with and advocacy about the conservation work, while £396,000 was raised in donations and National Trust membership jumped 23 per cent.

Judges’ comment

"Good use of real-time evaluation tools to react and respond


Highly Commended

Crime Museum Uncovered – Museum of London 

Finalists 

The #BeStrong Anti-Bullying Emojis – Vodafone Group

Bringing Single Malt Whisky Back Into Fashion – Tin Man for anCnoc (International Beverage)

No Label: the world’s first ‘transgender beer’ – The Romans for BrewDog 

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