PRWeek Corporate, City & Public Affairs Awards winners: Best Campaign to Actively Form or Shift Government Policy

The winner in this category is 'Home and dry – the commercial fishing safety campaign' by Mindfully Wired Communications for Fishing Industry Safety Group.

This national fishing safety campaign targeted the low number of fishermen not wearing life jackets at sea, and issues surrounding a new law that mandates the wearing of lifejackets on a fishing vessel.

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There was a conscious move away from the negative emotions of danger, death, risk and overuse of the word ‘safety’ from other campaigns. Instead, it highlighted the personal: what it means to come back home.

The message was adapted for COVID-19 by shining a light on the fishing heroes keeping food on plates throughout the pandemic - urging the public to thank their fishermen by sharing the safety messages.

An emotive film followed the actions of skipper Dave Driver and his crew. It took a ‘show, don’t tell’ approach: showcasing fishermen being proactively and positively safe, rather than over-emphasising laws and regulations. The film captures their real-life thoughts and memories. Genuine family photographs appear at key moments, showing thoughts of ‘home’ whilst at sea.

The campaign assets included a website, web banners, two shortened versions of the film, social media graphics, a Facebook filter, a radio ad, and posters displayed in 10 fishing ports.

Fishermen and their families were urged to share their own photos and stories using #HomeAndDry.

The film was viewed over 45,000 times over five weeks and #HomeAndDry was used over 1,500 times on Twitter. The campaign gained national and regional press coverage.

On average, 73 per cent of people who owned or worked on a fishing vessel recalled seeing Home and Dry. Awareness of the new law moved from 38 per cent to 51 per cent.

Judge's comment:

"A very creative and targetted campaign aimed at a difficult to reach audience. Clear KPIs, excellent evaluation and outcomes achieved. Very good use of photography and visual content and use of social media."


Highly commended:

'#LetTheMusicPlay' by Blakeney for LIVE

This campaign urged help for live music post-lockdown. Action included a huge joint industry letter to Culture Secretary Oliver Dowden, and publicised analysis of live music's economic contribution. Artists and other were urged to post a film or photo of their last gig, and the campaign logo was projected onto famous venues. Political engagement included a parliamentary briefing on a Zoom webinar. Coverage was in every major UK paper and broadcast outlet. When a £1.57bn financial package for the cultural sector was announced, the music industry gained most from the first funding tranche, with more than 25 per cent. A VAT cut was also extended to include live music ticket sales.

Shortlisted:

'Axe the Reading Tax' by PPA

'Kickstarting employment support from government' by BECG for Communities that Work

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