OUTSTANDING IN-HOUSE PR TEAM - SOUTHERN WATER
Southern Water's PR department takes an innovative approach to its campaigns. For example, when its campaign to stop customers pouring fat, oil and grease (FOG) down the drain was failing to resonate with customers, the team used experiential tactics. FOG-related sewer blockages reduced by nearly 30 per cent. A dedicated web group within the team still delivers a saving of more than £100,000 against budget.
PUBLIC SECTOR - HEALTHY LIVING PHARMACY FOR EVERYBODY BY PORTSMOUTH NHS
NHS Portsmouth's in-house team was asked to raise awareness of the Healthy Living Pharmacy (HLP), a scheme that brings together the commissioning and marketing of NHS public health services within pharmacies.
Strategy was informed by research from the Department of Health that revealed a lack of awareness of pharmacy services and expertise.
Tactics included establishing a Facebook community, building relationships with trade and local media, paid articles in partner publications and online and GP waiting room adverts.
Evaluation showed local understanding of HLP had improved by the end of the campaign, with 49 per cent of people surveyed able to recognise HLP logos and 50 per cent able to recall promotions.
OUTSTANDING PR CONSULTANCY - MCKENNA TOWNSEND PR
Retaining and developing McKenna Townsend PR's client base, consisting of regional, national and international accounts, has been one of many highlights over the past three years for agency founders Matt McKenna and Sarah Townsend.
Other notable achievements include a ten per cent growth in fee income from 2008 to 2010, being identified as 'Ones to Watch' in the 2009 PRWeek Top 150 and launching an in-house design service.
The team is focused on 'the relentless pursuit of results'. Recent outstanding campaigns reflect this, including work with the National Marine Aquarium, food chain Subway - which also won them the Best Franchise PR campaign at the Franchise Marketing Awards - and a campaign to encourage support for guide dogs.
COMMUNITY RELATIONS - WASH 'N' SQUASH BY THE PARTNERSHIP AGENCY
HSBC Securities Services (Guernsey) approached The Partnership Agency to provide PR for an initiative designed to increase the recycling of carton-based liquid and food items by ten per cent.
The agency devised the 2010 Wash 'n' Squash campaign, a competition to encourage primary school-age children and their schools to recycle as many drinks cartons as possible.
Two characters dressed as superheroes (Wash and Squash) were used to encourage children and schools to take part.
Total carton recycling increased by 20 per cent and all 14 primary schools in Guernsey participated.