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WINNER
Dementia - Not in my street?
Alzheimer's Society
When Coronation Street ran the storyline of Mike Baldwin's decline due to Alzheimer's, the Alzheimer's Society spotted an opportunity to fight the stigma of the disease, while raising awareness of the organisation.
Working with the soap's script editors meant the society ensured the interpretation of the character was accurate, while working with the show's stars helped highlight the disease.
The campaign got high volumes of mainstream coverage, from GMTV to articles in the TV critic pages. And almost all health features on Alzheimer's mentioned the charity.
The press negotiated a special helpline, which got 4,000 calls, while the charity's helpline had more than 1,000 after it was featured on GMTV.
HIGHLY COMMENDED
Safe & Sound Campaign
The Children's Society
Around 100,000 under-16s run away from home or care each year. Yet there are just ten beds in three refuges nationally for child runaways.
The Children's Society's 'Safe and Sound' campaign highlighted this through media relations, celebrity endorsements, petition signatures and lobbying councils to provide proper provisions for runaways.
Fundraising events and high-impact images also led to large-scale press and broadcast coverage and
349 MPs signed an Early Day Motion calling for a larger network of refuges.
HIGHLY COMMENDED
Oxfam Unwrapped Christmas 2005
Lloyd Northover for Oxfam
Donkeys, mangoes and toilet seats all helped Oxfam's Christmas 2005 sales reach £12m, smashing its £5m target.
It was achieved through a media relations drive by Lloyd Northover to create a buzz around ethical shopping and launch Oxfam's alternative gifts catalogues. It turned a Didcot donkey into a star by using it to carry mailshots of mangoes, symbolising the 'share in a mango plantation' gift.
Coverage ran across press, TV and magazines; 98 per cent of it being positive. But the campaign's true value was that it generated such high sales.
HIGHLY COMMENDED
Food4Thought
British Heart Foundation
With a quarter of children predicted to be obese by 2020, the British Heart Foundation's campaign aimed to encourage healthier eating choices.
BHF used its children's omnibus survey to show that one in three children did not know chips came
from potatoes as a hook to launch the campaign.
Lesson plans were sent to schools, a lobbying campaign and a roadshow were launched, and a 'policy pizza' was delivered to 10 Downing Street.
Research showed Food4Thought hit a staggering recognition level among children of 99 per cent.
FINALISTS
Crisis Pud
Crisis
Unity
NCH Putting U in the Picture Campaign
NCH, the children's charity
Smoke-free Workplaces
Cancer Research UK
Speaking up for the Police Dependants' Trust
Police Dependants' Trust
The Spa Way
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