PRWeek UK Awards Winners 2022: Public Sector

This award goes to LUX – The Food and Drink Agency, for the unlikely pairing of celebrity photographer Rankin with food waste.

Winner – ‘Turning the lens on food waste’ by LUX – The Food and Drink Agency for Zero Waste Scotland

A single kilogram of food waste produces the same carbon emissions as 25,000 500ml plastic bottles sent to landfill. The shocking statistic, from Zero Waste Scotland, was the focus of a new campaign to warn of the hidden dangers of food waste – the biggest driver of climate change in Scottish households. It was timed to coincide with the 2021 COP26 climate change summit in Glasgow.

Read: PRWeek UK Awards 2022: Winners revealed

The campaign was brought to life by Glasgow-born celebrity photographer Rankin, whose commitment to fighting climate change saw him waive his fee. He photographed food waste in the shape of plastic bottles for an exhibition that took place in Glasgow during the summit.

To navigate the unpredictability and noise of a global summit, the campaign was promoted in a series of waves. It was launched two weeks before COP26, showcasing research by YouGov that Scots were unaware of the environmental threat posed by food waste. This was followed up on the eve of the summit by the release of the Rankin photographs and a behind-the-scenes video with Rankin. During the summit itself, the campaign was pushed with the release of the locations of an open-air public art trail, where people could see the Rankin photographs and learn about the role of food waste on climate change.

Results exceeded all expectations, with the campaign reaching more than 1.3 billion people. It received 284 pieces of media coverage and had a 3.5 million reach on social media, as well as 97,000 social media engagements.

The judges said

A timely, meaningful, impactful and goal-centric campaign with an excellent take on an age-old problem.

Highly commended – ‘Reducing vaccine hesitancy’ by Westco Communications for Councils and NHS trusts

In a bid to encourage 18- to 35-year-olds to have the Covid-19 vaccine, a website was created with the help of young people. Content from TikTok and Instagram influencers, as well as young medical professionals, spoke to the target audience. And within two weeks of the website going live some 9,000 visitors to the site had gone to the NHS national booking service to book a vaccine.


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