PRWeek UK Awards Winners 2020: Best Use of Celebrity or Celebrities in a Campaign

Sport England’s ‘Join the movement’ campaign, by Red Consultancy, showcased the power of PR to inspire a nation to exercise during lockdown.

The brief involved responding quickly to the onset of the pandemic to bridge a communications void until Sport England could develop major above-the-line campaigns.

PR objectives included raising awareness of the need for the public to stay active during the COVID-19 lockdown and providing inspiration to help people get active.

Sport England enlisted the support of 70 celebrities and sports stars – including Strictly Come Dancing pro Karen Hauer, Olympic gold medallist Greg Rutherford, and Lionesses Rachel Daly and Millie Bright – as campaign ambassadors.

There was additional high-profile social support from Jessica Ennis-Hill, Harry Kane, Yaya Toure, Liv Cooke and Jofra Archer, among others.

The campaign delivered impressive results, generating more than 500 pieces of media coverage between 23 March and 27 April, including TV coverage on BBC Breakfast, ITV's Lorraine, Channel 5 and Sky News.

The celebrities who backed the campaign generated 207 social posts with a combined total unique reach of 13,923,300. There were more than 678,000 visits to the Join the Movement website between 24 March and 26 May.

The campaign also succeeded in getting the nation moving. In the seventh week of the campaign, 35 per cent of adults said they did at least 30 mins of exercise five days a week, and two-thirds had exercised at least once.

Judges comment

Loads of great content, very shareable, hitting the public mood at a difficult time. A great campaign.



Highly commended

David vs Goliath by Stripe Communications for Grosvenor Casinos

Grosvenor Casinos briefed Stripe Communications to create a game-changing brand activation campaign. Inspired by the classic underdog story of David and Goliath, Stripe enlisted British boxer David Hayes to learn poker and enter the 2019 Goliath poker tournament. His journey from novice to the tournament was the subject of a popular Amazon Prime UK documentary that received 365 pieces of earned media coverage, including appearances in national and broadcast media.

Shortlisted

CALM Lock-In by Hope&Glory for CALM

Greggs x Stormzy; Original VIP by Taylor Herring for Greggs

Krakenory by Cow for Kraken Rum

Life in the Old Dog Yet by Visible PR for YuMOVE

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