PRWeek UK Awards Winners 2020: Best International Campaign

The winner in this category is 'Emma, Work Colleague of the Future' by Virgo Health for Fellowes.

This campaign from ergonomic workstation solutions provider Fellowes, which targeted the UK, Germany and France, was intended to show the long-term impact of poor office workplace set-ups on people's health.

Enter Emma: a life-sized model of the ‘work colleague of the future’, showing exactly how the human body could change if we don’t take our work health seriously and change poor habits.

The model was created following research that found about 50 per cent of office workers suffer from strained eyes, sore backs and headaches as a direct result of their workspace.

Emma was given a permanently bent back from bad posture; varicose veins from poor blood flow; dry, red eyes from extended periods of computer work; swollen joints from RSI; sallow skin from overexposure to artificial lighting; and hairy ears and nose and swollen sinuses as a result of poor air quality.

A video showing Emma and explaining the background was produced, alongside a 'photocall', to appeal to media, broadcast and picture story producers. Fellowes' website hosted a page about Emma and highlighted the areas office workers must address to improve their workplace health, as well as an online workplace risk assessment.

With no paid media, the campaign generated 650 pieces of media coverage, including hundreds in major titles and Sky News, Bloomberg TV and Reuters TV. UK highlights included Emma's appearance on Channel 4’s Big Fat Quiz of the Year and ITV1's The Jonathan Ross Show. There were 1.1 million video views – all organic – and traffic to the Fellowes website rose by 155 per cent.

Judge's comment

Really thought-provoking, highly creative and captured the attention of those in the three countries targeted.


 

Highly Commended

Opportunity2030: The Standard Chartered SDG Investment Map by Man Bites Dog for Standard Chartered

To position Standard Chartered as a thought leader on sustainable finance, a report was produced showing where investments could have the greatest impact. The report revealed a $10tn investment opportunity to deliver three UN Sustainable Development Goals, and that figure anchored SC’s presence and publicity campaign at the 2020 World Economic Forum at Davos. The campaign generated almost 500 pieces of positive coverage in 25 countries.

Shortlisted

Fight Fire with Fire by DeVries Global for Zippo

The Glenlivet Capsule Collection by Pangolin for The Glenlivet

Think Before You Thank by The Romans for OVO Energy

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