PRWeek UK Awards Winners 2020: Marketing Communications – Sport & Entertainment, Arts & Media

The award goes to the Heads Up 'Take a minute' campaign in partnership with Every Mind Matters, by Fuse for The FA, Heads Together (The Royal Foundation of The Duke and Duchess of Cambridge) and Public Health England, which drove tens of thousands of sports fans to take direct action on their mental wellbeing. (Agencies: Fuse, Freuds and Atomized Inc. London)

PRWeek UK Awards Winners 2020: Marketing Communications – Sport & Entertainment, Arts & Media

Spearheaded by The Duke of Cambridge, The FA and Heads Together partnered to deliver the season-long ‘Heads Up’ campaign. The overarching objectives were to change the conversation about mental health, with men at the heart, through football; to encourage people to do more to support their and others' mental health; and to establish the idea of ‘mental fitness’.

The ’Take a minute’ initiative was the first activation of the campaign's second phase [January-May], which aimed to drive behaviour change and help fans take action to improve their own mental health and wellbeing. Taking place during the Emirates FA Cup Third Round weekend, the start of all 32 fixtures was delayed by one minute – an immediate talking point encouraging fans to ‘take a minute’ to address their mental health.

To translate this conversation into action, a one-minute hero film featuring sporting talent including football stars Frank Lampard, Jordan Pickford and Alex Scott was created and distributed to media and influencers, and via owned and partner channels.

The response to the activation succeeded against all campaign objectives. Results included 87,417 people creating their own Every Mind Matters’ ‘Mind Plan’ across the weekend (3-6 January); a 177 per cent increase in traffic to The FA Heads Up website following the Third Round Weekend; social mentions of mental health and football nearly doubled following the activation, from 20,000 in the five months prior to the Third Round draw to more than 38,000 in the five months since; and total of 531 pieces of earned media coverage.

Judge's comment:

Amazing cause, creative concept and hugely impressive results.

Highly commended

Heart of a king by 3Monkeys Zeno for Budweiser

This FIFA Women’s World Cup campaign drew inspiration from a 1588 rallying call from Queen Elizabeth I. 'The heart and stomach of a king' got the country behind the England team as Budweiser became the first beer to partner the Lionesses, challenging misconceptions about female footballers in the process. The campaign generated 223 million impressions and an interview with Budweiser marketing director Tatiana Stadukhina on BBC Worldwide. It led to a 10 per cent increase in sales versus budget, year on year, and was judged by independent evaluators to be among the top three most effective World Cup campaigns by consumer brands.


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