CIPR Pride Awards 2010: West of England - Wonders of the West

The National Trust and Barefoot Media are among the West of England's winners.

Barefoot Media: 'Polo on the beach'
Barefoot Media: 'Polo on the beach'

BEST USE OF INTEGRATED COMMUNICATIONS - Devon & Cornwall Police

No Consent + Sex = Rape

Devon & Cornwall Police wanted to increase the reporting of rape in the area, knowing it to be very under-reported. It also wanted to improve public confidence in how the police deals with incidents of rape, and challenge myths. Through cinema advertising, posters, Facebook, media and online, the force ran a campaign driving home key messages about rape including: rapists are usually someone you have met; attacks don't usually happen in a dark alley, and what to do if you have been a victim of rape. The campaign also focused on the importance of consent before sex. A 'little book of dating tips' was produced to encourage women to remember messages about drinking and rape.

As a result of the campaign, reporting of rapes to the police and sexual offence referral centres has increased by 13 per cent.

OUTSTANDING IN-HOUSE TEAM - The National Trust

The National Trust's comms team has run campaigns ranging from an allotments pledge and a drive to save traditional orchards to encouraging gardeners to collect their urine to help feed the plants they grow.

The team has worked with the Great British Menu initiative and released an album mixed by Jarvis Cocker, worked with Chris Evans to save the Abbey Road recording studios, secured 13,000 followers on Twitter and engaged with 10,000 Facebook followers. Visitors are up by 12 per cent on last year and membership has grown to 3.8 million.

BEST CAMPAIGN POUNDS 10K AND UNDER - Barefoot Media 'Polo on the Beach' for The Hotel & Extreme Academy, Watergate Bay

Barefoot Media was asked to help increase numbers at the annual Polo on the Beach, a polo match played at Watergate Bay in Newquay. The agency was also asked to help generate sales of VIP hospitality packages and position Watergate Bay as an exciting tourist destination.

The PR team used news hooks such as the 'culture clash' of the area's relaxed surf culture with the preconception of polo as elitist to generate interest in the event, as well as photography, press trips, a pre-event media call and a series of press releases. Media were given access to players and ponies, and competitions to win VIP tickets were placed in local newspapers. The team also planned and wrote all the content for the event programme.

The campaign generated 74 pieces of coverage including on Sky News, BBC Radio 2 and in The Sunday Times. Visitor numbers were up by 35 per cent and VIP packages sold out. The event won a silver award in the 2009 South West Tourism Awards.

BEST PUBLICATION - Brandon Hill Communications 'Building the Bridge' for Safer Bristol

Building the Bridge is a Bristol-based community group brought together by Muslim community leaders to help tackle negative perceptions of Muslims in the city. The group wanted to produce a publication aimed at Muslims and the wider community, with a supporting exhibition, to help change perceptions of the city's Muslim community. The booklet profiled 12 people and text and portraits were also used for a supporting exhibition and microsite.

In total, 49 pieces of press coverage were generated by the project and the booklet has had a positive response from the Muslim community.

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