PRWeek UK Awards Winners 2021: Best Use of Content

This award goes to Engine MHP + Mischief for the Kiyan Prince Foundation and the #LongLiveThePrince campaign.

PRWeek UK Awards Winners 2021: Best Use of Content

Winner – #LongLiveThePrince, Engine MHP + Mischief for the Kiyan Prince Foundation

The Engine team transformed the tragic death of prodigious 15-year-old footballer Kiyan Prince into a story to inspire young people across the UK and beyond. The Kiyan Prince Foundation, run by Mark, the father of the young stabbing victim, aimed to open a permanent facility that would help it expand its work offering positive support to youngsters who risked taking the wrong path.

Engine’s collaboration with Prince's father and loved ones resulted in #LongLiveThePrince, which imagined the hotly tipped Queens Park Rangers youth player as he would be now; a 30-year-old pro at the peak of his powers. The Engine team worked with age-projection software and a renowned photorealism artist to create the image of Prince.

Seeking to reach both potential donors and youngsters, it secured agreement from EA Sports to create Prince as a player in the video game FIFA 21, and QPR announced it was ‘signing’ him, giving him the number 30 shirt.

Meanwhile, a deal with JD Sports led to Prince fronting an advertising campaign and he even featured on a limited-edition Match Attax collectable card. Engine secured social media support, with stars including footballer Raheem Sterling promoting #LongLiveThePrince and the campaign content.

The campaign was a huge success; securing 1,000 pieces of coverage, gaining strong reach among the targeted audience and raising £40,000 in donations in two weeks. Research showed it had also resonated deeply with those targeted by the foundation, with 60 per cent of a group of 500 young people aged 16-25 having heard of Kiyan. The Prince lives on.

The judges said

This campaign approached knife crime from a new angle and found a way to connect with audiences, as shown by the fundraising achieved. A thoughtful creative, delivered flawlessly. The team should be incredibly proud.

Highly Commended – 'A Love/Hate Relationship', Weber Shandwick for Breast Cancer Now

Breast Cancer Now called in Weber Shandwick to help address a drop in the number of women getting their breasts checked. The agency turned to animation to bring their stories to life, with a particular focus on diversity and inclusion, and ending with the call to ‘Love Them. Hate Them. Check Them.’ The content was widely shared on social media, sparking discussion and engagement.


'A Shave Too Close' by Grayling for Lloyds Bank

'BeanOLD' by Taylor Herring for Beano Studios

'Break Over-Reliance' by Real Chemistry for AstraZeneca

'Raise The Woof!' by Engine Mischief for

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