The best campaigns of the last year, as chosen by the UK's most powerful PR pros

What did the star names of the 2017 PRWeek UK Power Book choose as their favourite campaign of the past 12 months? You might not be that surprised by this one...

The much-lauded Missing Type was hands down the favourite campaign of the past year among Power Book entrants, with one in seven PR chiefs naming it as their top pick.

The campaign, by MHP Communications/Engine for NHS Blood and Transplant, involved more than 600 organisations and companies – from government, brands and media – dropping the As, Bs and Os from their branding to publicise the need for new NHS blood donors.

Last summer, the campaign was rolled out by blood services across 21 countries. ‘Missing Type’ last year won Gold in the PRWeek UK Awards for Campaign of the Year – Sectors, and picked up a Health & Wellness Lion at the Cannes Lions International Festival of Creativity. Now it has a new trophy to add to its cabinet.

Two extraordinary political campaigns were tied in second place, with the push for Brexit and Donald Trump’s election campaign securing 19 votes apiece. Many voted for these campaigns grudgingly respecting their impact rather than the aims or methods.

Fourth in the list was The Swedish Number by Cohn & Wolfe, Grey and INGO for the Swedish Tourist Association, for which the world’s first ‘phone number for a country’ was created. People who called it were put through to an ‘ambassador’, who would talk honestly and freely about whatever topic came up. Channel 4’s Superhumans campaign for its Rio Paralympics coverage was fifth, garnering seven votes.

Other answers that tickled PRWeek included "something with a hashtag, to show it is relevant" (Soho House chief comms officer Peter Chipchase), and "my kids’ year-long campaign to get a cat has been pretty impressive" (Thomas Cook group comms director Alice Macandrew).

Lastly, which campaign of 2016 do you think UKIP’s head of comms Gawain Towler chose as his top choice? No, not the Leave campaign – Knorr’s ‘#LoveAtFirstTaste’.


Favourite campaigns of the past year...

1) NHS Blood and Transplant's Missing Type

=2) Vote Leave/Brexit

=2) Donald Trump's presidential campaign

4) Swedish Tourist Association's The Swedish Number

5) Channel 4 'Superhumans'


More from the Power Book:

PRWeek UK Power Book – Top ten in healthcare comms

PRWeek UK Power Book: Top ten in consumer comms

PRWeek UK Power Book: Top ten in corporate & financial comms

In Pictures: PRWeek UK Power Book launch party

PRWeek UK Power Book: biggest PR disasters & triumphs of the past year


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